The “Real” Business of Messaging Migration… With Complete Confidence

A few years ago, my older daughter was participating in a student exchange program in Germany. Due to other commitments, she couldn’t make the group flight overseas, so I flew over with her to meet her host family.

The girl’s father offered to take me on a tour of the German factory he owned. He was very passionate about his business as he explained it to me. Then he asked me about what I do. Without getting into the intricacies of messaging migration and coexistence, I just as passionately explained my business and summarized it with, “We move email systems for large companies.” My description was received with a puzzled look. I continued, “We’re like a big email moving truck, where we pick up email from the current system, and we put it in the new one.” After a brief pause, he broke out in three minutes of laughter and said, “And that’s a real business?"

Let me say first: nothing was lost in translation in that conversation!  The niche we’ve been able to carve out for ourselves at Binary Tree is sometimes misunderstood, but incredibly valued by the repeat business we get from our customers, partners and our channel. From the folks that do understand our business, the most common business question I’ve received over the years is, “Wow, that’s interesting, but what are you going to do when you’re done migrating everyone?”

When asked this in the 90’s, I would answer, “We’ll never be done migrating”—only half-heartedly believing myself. My answer ten to fifteen years later remained the same, but with a bit more confidence. Now in 2014, and after being in this business for over 20 years, I can provide the same exact answer—only this time with complete confidence! We’ve proven that the only constant in corporate messaging is change; and Binary Tree has become a trusted partner during the period of change (or transformation), as we like to call it.

Watch for my upcoming blogs, where I will detail a number of drivers of change—Mergers and Acquisitions, Technology Upgrades, and Moving to the Cloud—that got us to where we are today and will continue to fuel our growth over many years to come.  I look forward to sharing this information with you in subsequent posts.