Microsoft faces hurdles in selling Teams to first-line workers

Microsoft has launched a public relations campaign to convince businesses that its Teams collaboration app is suitable for use by so-called first-line workers. At stake is a significant expansion of Teams into the lives of workers ranging from retail associates to housekeepers to factory hands.
Success will depend on how well the tech giant develops more industry-specific features and recruits additional hardware partners. Both are needed to drive Microsoft Teams into first-line segments of the workforce, industry analysts said.
"We should not be impressed by a press release," said Michael Finneran, principal at dBrn Associates Inc. "And at this point what they have is a press release."
The capabilities Microsoft is adding to Teams are nothing new, Finneran said. The same kinds of features are already available to first-line workers today from established technology vendors like Motorola Solutions and Spectralink, as well as from numerous startups with apps for specific industries.
What's more, Microsoft has so far discussed first-line workers in broad terms. But nurses, field technicians, and workers on the floor of a manufacturing plant have very different technology needs. The company won't be taken seriously by many potential customers until it demonstrates an understanding of their industry.
Microsoft will also need hardware partners. Retail sales associates and warehouse workers typically use shared mobile devices with unique features and strict access controls. But many of Microsoft's features for first-line workers seem to require businesses to let employees use personal smartphones at work.
Microsoft has only just begun to build that hardware ecosystem. Samsung announced this month it would launch a smartphone for first-line workers that will come pre-integrated with a new walkie-talkie feature in Teams. The device, the Galaxy XCover Pro, will launch sometime in the first half of 2020.
Similarly, Microsoft is still in the early stages of rolling out many of the features for first-line workers that its marketing department has hyped in blogs and press releases.
Some of the newest features won't launch for months or longer -- and when they do hit the market, they'll only be available in preview. Technology released in preview mode is in the early stages of development. Large organizations often have policies against using software before it passes beta testing.
For example, a walkie-talkie feature in Teams that drew headlines earlier this month won't be available until mid-2020. Even then, it will only ship to select users in a private preview. Several other device-related Teams features will launch in a public showing. Those capabilities include SMS sign-in, shared device sign-out and a portal for managing devices.
Nevertheless, Microsoft could succeed in getting first-line workers to use Teams in the long run, analysts said. The company has billions of dollars to spend and already has a foot in the door with most enterprises in the world.
"Microsoft can get there if they want to, but they ain't getting there without really putting their nose to the grindstone," Finneran said.
Microsoft said in a statement that it has already made progress in getting companies with first-line workers to use Teams. The businesses include plumbing supply firm Ferguson and retailers Ikea and Mattress Firm.
"These are just a few of the companies on the leading edge of involving the first-line workforce in digital transformation," Microsoft said. It did not provide details on how those companies' employees were using Teams.
Microsoft's broad software portfolio will give the company a leg up. Beyond Teams, Microsoft can offer customers a productivity suite, a customer relationship management app and platforms for e-commerce and internet of things (IoT) projects.
"Microsoft is just able to bring more of the pieces to the solution than a lot of its competitors," said Rob Arnold, analyst at Frost & Sullivan.
And Microsoft has a clear financial incentive to follow through on its rhetoric.
So-called knowledge workers -- the kind of desk-based employees who use software like Microsoft Office -- represent only 15% to 25% of the U.S. workforce. Worldwide, the percentage falls to 10% to 15%, according to calculations by PKE Consulting LLC.
The rest of the workforce comprises service workers, like bank tellers, nurses, UPS drivers, waiters and maids.
Those kinds of workers haven't used collaboration apps like Teams in the past. But Microsoft could significantly increase its market footprint if it convinces them to use Teams in the future, said Raúl Castañón-Martinez, analyst at 451 Research.
"I think they are definitely very serious about going after that segment," he said.
source searchunifiedcommunications
Industry: Unified Communications

Latest Jobs
-
- Account Manager - IT Services
- Germany
- €90000 plus OTE and Car
-
Are you a deal closer with a hunter mindset? Do you know how to uncover business pain points, and turn them into long-term digital transformation partnerships? Our Client are growing their sales force across Germany and looking for an ambitious, straight-talking Account Manager to take the lead on new client acquisition. You’ll focus on mid-sized to large enterprises across Germany helping to shape their digital future with tailored IT solutions in Workplace, Cloud, and Security. • Drive Growth: Own the full sales cycle for new business across your region. • Solution Sell: Build bespoke offers in Security, Digital Workplace and Cloud solutions • Build Relationships: Establish a solid pipeline through smart prospecting, marketing-driven leads, and your own network. • Represent a brand known for trust, delivery, and tech excellence—with 4,000 employees globally and a growing team within Germany. What You Bring • Proven new logo sales experience in the IT services space (not hardware!) • Deep knowledge in one or more of: Cybersecurity, Digital Workplace, or Cloud • Confidence to lead enterprise deals and pitch directly to senior stakeholders • Fluent German and good English skills Sind Sie ein Abschlussprofi mit Hunter-Mentalität? Wissen Sie, wie man geschäftliche Pain Points identifiziert und in langfristige Partnerschaften zur digitalen Transformation verwandelt? Unser Kunde baut derzeit sein Vertriebsteam in ganz Deutschland aus und sucht eine ambitionierte, ehrliche Persönlichkeit als Account Manager, die den Lead bei der Neukundengewinnung übernimmt. Ihr Fokus liegt auf mittelständischen bis großen Unternehmen in Deutschland, denen Sie mit maßgeschneiderten IT-Lösungen in den Bereichen Workplace, Cloud und Security den Weg in die digitale Zukunft ebnen. Ihre Aufgaben • Wachstum vorantreiben: Verantwortung für den gesamten Vertriebszyklus im Neugeschäft Ihrer Region. • Lösungsorientierter Vertrieb: Entwicklung individueller Angebote in den Bereichen Security, Digital Workplace und Cloud-Lösungen. • Beziehungen aufbauen: Aufbau einer stabilen Pipeline durch gezielte Ansprache, marketinggenerierte Leads und Ihr eigenes Netzwerk. • Marke repräsentieren: Werden Sie Teil eines Unternehmens mit 4.000 Mitarbeitenden weltweit und einem stark wachsenden Team in Deutschland – bekannt für Vertrauen, Verlässlichkeit und technologische Exzellenz. Was Sie mitbringen • Nachgewiesene Erfahrung in der Neukundenakquise im Bereich IT-Services (kein Hardwarevertrieb!) • Fundiertes Wissen in mindestens einem der Bereiche: Cybersecurity, Digital Workplace oder Cloud • Selbstbewusstes Auftreten im Umgang mit Enterprise-Deals und Entscheidungsträgern auf Top-Level • Verhandlungssichere Deutschkenntnisse und gute Englischkenntnisse
-
- Senior SOC Analyst Level 3. Microsoft Security stack | Ability to achieve SC Clearance
- London
- To attract the right person
-
Job Title: Senior SOC Analyst Level 3. Microsoft Security stack | Ability to achieve SC Clearance Location: Hybrid remote | London / Berkshire Overview: Senior SOC Analyst Level 3 to join a specialist Managed Security Services business. You will be responsible for advanced threat hunting / triage, incident response etc with a strong focus on the Microsoft Security Stack. Key Responsibilities: Lead and resolve complex security incidents / escalations Conduct advanced threat hunting using the Microsoft Security Stack. Build, optimise and maintain workbooks, rules, analytics etc. Correlate data across Microsoft 365 Defender, Azure Defender and Sentinel. Perform root cause analysis and post-incident reporting. Aid in mentoring and upskilling Level 1 and 2 SOC analysts. Required Skills & Experience: The ability to achieve UK Security Clearance (SC) – existing clearance ideal. (Sorry no visa applications) Current experience working with a SOC environment Microsoft Sentinel: Development and tuning of custom analytic rules. Workbook creation and dashboarding. Automation using Playbooks and SOAR integration. Kusto Query Language (KQL): Writing complex, efficient queries for advanced threat hunting and detection. Correlating data across key tables (e.g., SignInLogs, SecurityEvent, OfficeActivity, DeviceEvents). Developing custom detection rules, optimising performance, and reducing false positives. Supporting Sentinel Workbooks, Alerts, and Playbooks through advanced KQL use. Deep understanding of incident response, threat intelligence and adversary techniques (MITRE ATT&CK framework). Strong knowledge of cloud and hybrid security, particularly within Azure. Additional Requirements: Must hold or be eligible to achieve a minimum of Security Clearance (SC) level. Nice to have certifications (e.g., SC-200, AZ-500, GIAC) are desirable. Strong problem-solving and analytical skills. Excellent communication for clear documentation and team collaboration. Please follow Wheaton’s Law.
-
- New Business Sales Hunter | Cyber Security (UK Based)
- London
- To attract the right person
-
New Business Sales Hunter needed | Cybersecurity (UK Based) Are you looking for uncapped commission, a fun and sociable team that drives success with no politics? If so...You must Be UK based - and able to achieve UK SC clearance. (sorry no visas) Have a demonstrable history of sales success in Cyber Security Follow Weatons law. The role: Seeking a proven New Business Sales Hunter to join an established, successful and expanding cyber security firm. New business focused - £1m GP year one target (ramped). Sell a blend of security services & professional services. Ideal experience selling some or all of the following Cyber strategy & risk management Managed detection & response (MDR) Penetration testing Compliance & audit support You: Strong cybersecurity/IT services sales track record. Confident selling into mid-market & enterprise. UK based - London commutable 1x per week. Hunter mindset, full sales cycle ownership. Don't just send an email to apply give me a call on 07884666351
-
- CyberArk Architect
- London
- Upto £110,000 plus bonus and benefits
-
Are you ready to lead from the front and drive innovation in the Identity & Access Management (IAM) space? We’re looking for a seasoned CyberArk Architect who has CDE-CPC ideally or experience with privilege Cloud, someone who can lead with vision, execute with precision, and inspire teams to deliver excellence. As a key leader in our organisation, you’ll bring your strong business acumen and a technology-focused, innovative mindset to the table. You’ll be driving strategic initiatives, shaping transformation programs, and empowering teams to think big and deliver even bigger. Acting as a subject matter expert in CyberArk Leading strategic transformations in: Identity Governance Privileged Access Management (PAM) Access Management Customer Identity and Access Management (CIAM) Building and maintaining strong, collaborative relationships within the team Communicating clearly and confidently — both written and verbal — to deliver updates, raise potential issues, and share insights If you are interested in the above position we are looking for people with: deep expertise and a successful track record in IAM strategy, delivery, or assurance with CyberArk Hold relevant certifications such as CDE in Privileged Cloud or Guardian Have experience in a client-facing role (preferred, but not essential) Thrive in a hybrid working environment and are available to work from our or client London office three days a week Lead with clarity, communicate with impact, and adapt quickly to changing priorities