Introduction. The third mission of the university involves intensive communication, which is an indispensable means of solving social, economic and environmental problems of the region of its location. Innovative elaborations for sustainable development require a transition from disparate services to unified communications (UCaaS). The purpose of the study is to identify the potential of the unified communications platform for the exchange of information between the university and its stakeholders, which allows us to see new ways to implement the social mission of "University and Society". Materials and methods. Twelve department heads of Novosibirsk State Technical University were interviewed on the most demanded characteristics of a communication platform for achieving managerial, organizational and educational goals within the framework of university activities. Three experts from UCaaS platform development companies were also interviewed about the obstacles that arise in the way of introducing this technology into the university environment. The data was processed and visualized using the bar chart method. Results. The most demanded options of UCaaS platform satisfying the objectives of the university's third mission are the control of student engagement (25% of respondents), collaboration on documents (19%) and information security (17%). Tools for working in a distributed team are also relevant (15%). Barriers to the introduction of the platform into the digital environment of universities include the lack of necessary infrastructure, the conservative format of classes, and the lack of a continuing education system. The main problems of relations with stakeholders are the episodic nature of contacts, the insufficiency of their planning and data analysis, the lack of mechanisms for the influence of stakeholders on the university management processes. Conclusion. The passive-expectant style of the university's behavior in the educational services market contradicts the vectors of the implementation of the university's third mission, while being a problem of integrating UCaaS into the higher school system. The model of expanding the university's cooperation with stakeholders forms the university's communication ecosystem, initiates productive networking for joint projects. The UCaaS platform's services are effective both for creating social engagement and for technology transfer and continuing education.