The significant marketing investment that Cisco and Microsoft made in raising customer awareness of UC is showing market results. However, while customer awareness is high, momentum in UC adoption is still slow. "Customers need to resolve significant business process and network security concerns prior to UC rollout," said Wu Zhou, senior analyst for IDC's Network Life-Cycle Services program. "UC adoption is not just another technology upgrade but a business transformation conversation. Vendors that can demonstrate deep understanding of their customer's collaboration and productivity challenges and communicate their consulting and integration services expertise will continue to gain customer trust and wallet share."