Arkadin is now operating as the Cloud Communications division of NTT Ltd. Together we do great things

Collaboration, communication – and Coldplay: reducing your carbon footprint

Which are the greatest live rock and pop music acts of all time? Whoever you have in mind, it may well be because of how they’ve created epic live performances; in-the-flesh experiences that transcended their recorded output and created collaborative communion with their audiences.

What then of the news that current rock royalty Coldplay will not tour their new album? They’ve packed out stadiums for many years, and on their last tour played to 2.7m fans in a nine-month trek across five continents. Yet this time, they’re largely staying at home. As keen environmentalists, they’re concerned about the huge carbon footprint that they would create – not just from their own flights, trucks and equipment, but as a result of millions of people flocking to see them.

Not just sustainable – but also beneficial

It’s a big decision to have taken given that live gigs offer a major source of revenue for many bands. Coldplay, however, are clearly more interested in the planet than their payday and won’t tour until they can work out how to do it in a sustainable – perhaps even actively beneficial – way for the planet.

So, how did they overcome the problem of reaching their millions of fans, all desperate to hear the new material?  By turning to digital event and live streaming technology. Eschewing a globe-spanning tour, they simply broadcast two live shows from Jordan – one at sunrise and one at sunset allowing fans across all time-zones to be bear witness and be part of the launch.

Reducing your carbon footprint

It surely provides fresh food for thought for enterprises everywhere who may be wondering how they can reduce their carbon footprint from travel and yet still achieve their business goals? Should they put an end to all flights and corporate travel? Axe all the company cars? Stop attending trade shows and conferences? Insist all customer meetings are conducted over audio / video conferencing facilities? Cancel company conferences and showcases and make them all virtual events?

The simple answer is no. Not everything can be achieved just by logging-in from a laptop or jumping on a call rather than a flight. Meeting in person, attending events, on-site visits – ‘being there’ – is still a vital part of so much business that gets done. A physical presence and a personal touch can make all the difference.

Reducing your costs

Yet make no mistake, unified communications can play a big part in reducing an enterprise’s environmental impact. The ability to connect with colleagues and clients and communicate and collaborate is more advanced than ever before. Features that can help to do this include face-to-face video and audio calls that can accommodate one-to-ones and group meetings; screen-sharing, collaborative documents, project planning, presence notifications, persistent messaging, and more. All of this can not only reduce unnecessary travel, and unnecessary document printing, it can also offers huge savings in terms of the financial costs associated with travelling and meeting. And with an increasing focus on interoperability it’s only getting easier for the world to connect, communicate and collaborate.

Reaching your audience

Decreasing your carbon footprint doesn’t mean reducing your interactivity with your clients, partners and prospects.  As Coldplay has recently proved, you can reach your audience no matter where you are.

If this is in tune with your thinking then do get touch to find out more about our unified communications, digital events and cloud voice solutions. They may not put your organization on a musical stage but they will take you to the next stage, giving your business greater agility, engagement, and ROI.

Music to everyone’s ears.

About the author

Simon Sanders is Social Media & Content Manager at the Cloud Communications division of NTT Ltd. He has more than 20 years' experience as a creative marketer helping brands and organizations to tell their story, engage with existing and new audiences, and manage their reputation.

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