Increased consumer adoption in the coming years would also help Cisco reach its goal of increasing its share of subscription revenue from 44% at the close of its fiscal 2021 earlier this year to 50% by fiscal 2025. Next on Ravichandran’s agenda is to help translate Webex’s accelerated growth among enterprise clients during the past two years to everyday consumers, who might be more likely to flock to competitive platforms like Zoom for virtual get-togethers with friends and family. It's about breaking the barriers around socioeconomic levels, education, et cetera.” It’s not just about diversity or accessibility. “It’s all about making sure that we can break down the barriers across geography, or location. For example: “I could be speaking in English and you could be consuming this conversation in Polish,” Ravichandran adds. That strategy helped unlock key features like real-time translation, which allows Webex users to automatically translate and transcribe all dialogue into 100-plus languages. In our case, the whole idea came together because our purpose at Webex is to power an inclusive future for all,” Ravichandran says. “When you think about rebranding, many times it's about the logo or the color. Not only did the new look include an updated logo for Webex, featuring two hands coming together to symbolize “a harmonious flow of ideas,” a suite of innovative new features was introduced on the platform with inclusivity at its core. So while other CMOs spent the first few months post-lockdown pivoting their businesses to adapt to the new global landscape, Ravichandran used the time to accelerate a rebranding effort for Webex - the first major brand overhaul in the company’s 26-year history. So when the whole company went remote, it didn't impact us because we were all well versed and used to collaborative technology.” “Since the time Cisco acquired Webex, and even before that, we have been a big player when you think about collaboration and networking. All 70,000 employees were able to productively work from home without disruption, which is an achievement that’s really near and dear to my heart,” Ravichandran says. Not only was Webex among the go-to video conferencing platforms for employers who had to convert their workforce from home, Cisco as a company was already a hybrid workspace prior to the start of lockdown. Few marketers were more prepared for the overnight switch to remote work in the pandemic era than Aruna Ravichandran, chief marketing officer of Webex by Cisco.
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