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Unified Communications: Top 100 Influencers and Brands

by | Sep 14, 2016 | Influencer Lists,

Unified communications refers to the integration of communication tools that help people exchange ideas and do their jobs more effectively. It involves the integration of real-time, enterprise, communication services such as instant messaging (chat), voice (including IP telephony), audio, web & video conferencing, desktop sharing, data sharing, call control and speech recognition with non-real-time communication services such as integrated voicemail, e-mail and SMS.

Unified communications allows an individual to send a message on one medium, and receive the same communication on another medium. For example, you could receive a voicemail and choose to access it via e-mail.

The global unified communications market size is expected to reach $143.49 billion by 2024, according to a report by Grand View Research, mainly due to the increasing need for real-time and efficient communication systems that enhance the inter-organisational exchange of information.


We reached out to some of the top influencers on our list to ask them for their views on unified communications. We spoke to Perry Nalevka (#3), Samuel Pavin (#4) and Jaymie A. Cutaia (#6). Be sure to follow them to stay up to date on the best content and resources on unified communications.

Onalytica - Unified Communications - Top 100 Influencers and Brands Perry Nalevka

Perry Nalevka – CEO at Penguin Strategies

“I’ve been involved in communications for 10 years and I’ve seen a lot of changes. When the mobile revolution started, unified communications was a fancy way of saying call forwarding but as technology has progressed and smart phones have became common place, there are now a lot of other ways to communicate. As we are now communicating on so many different channels the problem we are facing is seeing all the communications in one place. On one hand we have the service providers providing the connectivity and over the top services, and on the other we have innovative start-ups such as Slack offering communication solutions. Moving forward the biggest challenge is unifying the communications and getting your internal team to communicate on the same channel, and the second biggest challenge is adapting to how your customers are communicating.”

Onalytica - Unified Communications - Top 100 influencers and Brands - Samuel Pavin
Samuel Pavin  – Advisor and Strategist at Samuel Pavin Group
“As an individual, I like to have everything in one place. As such, apps like WeChat, offering so many features in one tool, are my go-to. Unified communications brings it to the business world. Integrating all channels in one place helps, not only, with structuring the communication but also productivity – and ultimately a better experience. Be it for external or even internal customers. I think the rise of messaging apps (WhatsApp and all) has helped people grasp the concept of unified communication where written and spoken messages mix together. With the likes of Slack and livechats entering companies and seeing massive adoption by startups, the idea of unified communication has been able to grow and be more easily and widely understood. As for the next steps, we are currently seeing a phase of buyouts and consolidation which is going in that direction. With all the channels available nowadays, it is crucial to build a hub in order to capture all interactions, be able to structure all data and, ultimately serve all stakeholders more efficiently.”

Onalytica - Unified Communications - Top 100 influencers and Brands - Jaymie Scotto CutaiaJaymie A. Cutaia – Founder & CEO Jaymie Scotto and Associates

“Unified Communications is not just about integrating enterprise communications services like chat, voice, mobile, web and video, but about enhancing the way team members, students and customers are able to leverage today’s technology advancements to provide better, streamlined collaboration and productivity. It’s about advancing the way we learn, build and grow together.”


We were interested in seeing which topics were spoken of the most in the context of unified communications, so we analysed the top 100 influencers’ tweets and blogs from 1st August – 13th September 2016 and counted the number of times various topics were mentioned and then created a share of voice pie chart.

Onalytica - Unified Communications - Top 100 influencers and Brands - Topic Share of Voice

At #1 is the topic Cloud with 32% share of voice illustrating the importance of having your information, such as contacts, stored remotely with easy access from anywhere. The 2nd most popular topic among the unified communications influencers was Data with a 20% share of voice. Quickly following by the related topic of Security at #3 with a 15% share of voice. Collaboration was at #4 with 8% followed by Platform #5 with 8%. Voice was at #6 with a 4% share of voice, 5G received a 4% share of voice, followed by VoIP, Broadband and Mobility all with a 3% share of voice each.


We were very interested in seeing which brand and individuals were leading the discussion around unified communications, so we analysed over 18K tweets from 8th July – 29th August 2016 mentioning the key words: “unified comms” OR unifiedcomms OR “unified communication” OR “unified communications” OR unifiedcommunications OR unifiedcommunication. We then identified the top 100 most influential brands and individuals leading the discussion on Twitter. What we discovered was a very engaged community, with much discussion between individuals and brands. Below you can see a network map of the online conversation with the the #1 influencer Evan Kirstel at the centre. This map was created with our Influencer Relationship Management software (IRM). Be sure to click on the map to enjoy the full size network diagram in greater detail.

Onalytica - Unified Communications - Top 100 influencers and Brands - Network Map Evan Kirstel

Below you can see another network map created with our Influencer Relationship Management software (IRM) showing the number 1 brand Avaya at the centre and all the conversations to and from the influencers in their field. If you are interested in learning more about identifying, managing and engaging with influencers click here to get in touch!

 Onalytica - Unified Communications - Top 100 influencers and Brands - Network Map Avayal


We looked at all the individuals engaging on Twitter to bring you a list of the top influencers in unified communications. Below is the top 50, if you want to see who ranks from 50-100 be sure to download the full report by clicking the download button below.

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Rank Twitter Handle Name Company Influencer Score
1 @evankirstel Evan Kirstel UCStrategies 100
2 @MarkRobertsCMO Mark Roberts ShoreTel 89.08
3 @perrynalevka Perry Nalevka Penguin Strategies 77.94
4 @SamPavin Samuel Pavin Samuel Pavin Group 73.04
5 @FreedomFireCom Michael E Lemm FreedomFire Communications 49.11
6 @jscotto Jaymie Scotto Cutaia Jaymie Scotto & Associates 44.33
7 @adi_Marketer Aditya Gupta Panamax 41.52
8 @a1purva Apurva Chamaria HCL Technologies 37.53
9 @RafaelCisneros Rafael Cisneros Telefónica 37.04
10 @nzaharony Nili M Zaharony Penguin Strategies 35.25
11 @martin_steinman Martin Steinman SteamFab Ventures 32.98
12 @ralphopinions Ralph A. Rodriguez Blue Hill Research 30.86
13 @gerardblokdijk Gerard Blokdijk The Art of Service 28.32
14 @IditLowe Idit Lowenstein Penguin Strategies 26.48
15 @sonalbisht Sonal Bisht Polycom 26.26
16 @gabiyanover Gabi Yanover Penguin Strategies 25.72
17 @davidfcarr David F. Carr Carr Communications 25.49
18 @ilissanyc Ilissa Miller iMiller Public Relations 25.13
19 @Andrew_Campling Andrew Campling BT 24.76
20 @jforst26 Jennifer Hartley BPM 23.99
21 @voice_compass Detlev Artelt aixvox 23.06
22 @lauravolpi_it Laura Volpi Cisco 22.87
23 @RonaldSchlager Ronald Schlager Schlager Communications Services 19.9
24 @ZacharyOstrow Zachary N. Ostrow Publicis Groupe 19.73
25 @MattPreschern Matt Preschern HCL Technologies 18.92
26 @Msteltzer Matt Steltzer NORSTAR Networks 18.58
27 @pauleriksen Paul Eriksen AT&T 18.27
28 @mharanas1987 Mark Haranas CRN 18.25
29 @manlyclub Steve Miller Manly Club 18.1
30 @OpeningzByAbi Abi Brown ☕️️ Openingz 17.97
31 @NikolaMcCloskey Nikola McCloskey Heket Productions 17.12
32 @bashirm99031799 bashir mohamed Dimension Data 16.94
33 @WitoldKepinski Witold Kepinski Dutch IT Channel 16.7
34 @MitchellBarker Mitchell Barker Which VoIP 16.63
35 @Lauren1Dukes Lauren Dukes Crowdtap 16.57
36 @bonirulzz Boni satani Panamax 15.79
37 @GutoSmatos Gustavo Matos AT&T 15.71
38 @JulieParker144 Julie Parker Broadcast2world 15.4
39 @BitaMilanian Bita Milanian GENBAND 15.04
40 @nbrien8856 Norm Brien Concentric Business Solutions 14.77
41 @my6cess Dan Frost Symplicity Corporation 14.64
42 @pbxman Jeff Hiebert ROI Networks 14.16
43 @Neetesh_hajela Neetesh Hajela HCL Technologies 13.95
44 @marciasavage Marcia Savage Network Computing 13.89
45 @AFairch Alea Fairchild Constantia Institute 13.39
46 @JaclynALevy Jackie Riback Levy Jaymie Scotto & Associates 13.39
47 @aemmons1016 Ashley Emmons Jaymie Scotto & Associates 13.3
48 @Telexplainer John Shepler Telexplainer 13.27
49 @theitsmguru Victoria Weaver Federal Agency 13.02
50 @giovanniserlijn Giovanni Serlijn KPN 12.19



We also looked at all the brands  engaging on Twitter to bring you a list of the top brands talking about unified communications. Below is the top 50, if you want to see who ranks from 50-100 be sure to download the report to get the full top 100 list, and see who are most the influential brands in unified communications.

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Rank Twitter Handle Name Influencer Score
1 @Avaya Avaya 100
2 @CounterPath CounterPath 42.77
4 @panamax_inc Panamax Inc 29.66
5 @InformationWeek InformationWeek 27.49
6 @hcltech HCL Technologies 24.05
7 @AvotusCorp Avotus Corporation 18.47
8 @Swyx_Channel_EN Swyx Solutions 17.97
9 @Channel_Online Channel Partners 16.57
10 @CommsBusiness Comms Business 14.5
11 @nojitter nojitter 12.4
12 @insightssuccess Insights Success 11.91
13 @Aricent Aricent 11.88
14 @8×8 8×8 11.26
15 @shoretel ShoreTel 11.21
16 @CiscoItalia Cisco Italia 10.97
17 @EWN_INC Edgewater Networks 10.83
18 @CRN CRN 10.66
19 @Level3 Level 3 9.66
20 @Bankai_Group Bankai Group 8.59
21 @WhichVoIPSA 8.57
22 @digium Digium 8.42
23 @WINMAG_Pro WINMAG Pro 8.28
24 @EBC_Group EBC Group 7.97
25 @CenturyLinkEnt CenturyLink Business 7.92
26 @Swyx_EN Swyx Solutions AG 7.57
27 @TelecomExchange Telecom Exchange 7.51
28 @snom Snom VoIP phones 7.44
29 @teledynamics TDNYC 7.3
30 @cioreview CIOReview 7.25
31 @SearchUC SearchUC 6.61
32 @ilanamit ilanamit 6.08
33 @voipinnovations VoIP Innovations 6.02
34 @UCStrategies UCStrategies 5.98
35 @TheVoipReport The VoIP Report 5.98
36 @iMillerPR iMiller PR 5.65
37 @innovaphone innovaphone AG 5.62
38 @TelecomNewsroom TelecomNewsroom 5.53
39 @DCLSearch DCL Search & Select 5.53
40 @cisco_in Cisco Systems India 5.47
41 @sharplinkco SharpLink 5.31
42 @TNNTelecomNews TNN Telecom News 5.28
43 @TelePacific TelePacific 5.27
44 @vyopta Vyopta 5.24
45 @IntelisysCorp Intelisys 5.21
46 @ALLIEDTELECOM Allied Telecom 5.08
47 @beroNet beroNet GmbH 4.89
48 @VodafoneVGE Vodafone VGE 4.88
49 @fringAlliance fring Alliance 4.85
50 @CiscoGeekfest Cisco Geekfest 4.75


At Onalytica we love building these lists and want to give back to our loyal readers as much as we can. If you’re interested in other topics (such as Virtual Reality, Digital HealthDigital Marketing) be sure to have a gander on our blog or why not propose some topics to us on twitter? We also build some very cool software to manage all of these influencers. Get a free demo today by clicking the button below!


Disclaimer: As ever with these lists, it must be stressed that the ranking is by no means a definitive measurement of influence, as there is no such thing. The brands and individuals listed are undoubtedly influential when it comes to driving discussion around unified communications.

The PageRank based methodology we use to extract influencers on a particular topic takes into account the number and quality of contextual references that a user receives. These calculations also take into account a user’s relevance (number of tweets on topic) and reach (number of followers). If you want to learn more, please read our article that outlines influencer identification.

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