As enterprises move to utilise video communications as-a-service (VCaaS), progressive service providers are driving further value with their customers by integrating a range of services via application programme interfaces (APIs). Providing choice and supporting customisations and integrations is essential and enables VCaaS solutions to be viewed as part of an integrated, holistic solution rather than as a standalone application. Service providers are taking offerings, such as netsapiens’ SNAP.HD high definition videoconference and webinar solutions which was recently awarded a 2020 TMCnet Videoconferencing Excellence Award, and delivering them to customers to provide richer alternatives to inflexible legacy platforms.
“The starting point within video communications as-a-service is the requirement to make other applications and services easy to plug-in to it,” explains Scott Goodwin, the Senior Vice President of market development for EMEA at netsapiens. “Capabilities such as translation and transcription need to be available along with new functionalities such as empathy scoring, which will add immense value to enterprises and enable higher margins for service providers. Service providers’ greatest strength is the knowledge they have of their customers and the ability to solve their customers’ problems and doing so under their brand. Service providers will increasingly need to take full credit for the value they add to their customers or face disintermediation.”
Goodwin also points out that the complexity involved in ensuring VCaaS offerings achieve this integration and openness to support other apps and functions makes video communication an attractive area for service providers to demonstrate the value they bring to their enterprise customers. From the service provider’s point of view, VCaas presents an opportunity to put forward the best solution for each customer while also putting their branding in front of users and maintaining control of the user experience. This control and customer service capability sets service providers apart from single solution vendors and enables service providers to provide customers with better solutions and capabilities.
Goodwin emphasises that offering customers true choice is where service providers can differentiate from inflexible solutions utilising a single vendor solution. “The ability to create multiple solutions from a variety of platforms will be essential for all progressive service providers moving forward,” he says. “Two or three options will be needed in order to meet all the needs of a service provider’s customer base and provide their customers with peace of mind that they have resilience built-in and can spread the risk between different solutions. This is the direction the industry is going in and it’s another opportunity for service providers to add value and re-enforce their brand.”
netsapiens SNAP.HD high definition videoconference and webinar solutions provide a comprehensive approach to VCaaS for service providers, enabling service provider sales teams with offerings that can be refined to meet their end customers’ needs. Salespeople will have the flexibility to react to customer requirements.“It’s all about optimising and improving outcomes and an important part of that will be the accessibility of VCaaS to other applications and functionalities,” adds Goodwin.
“Service providers have good video knowledge and high quality capabilities and these are the fundamental aspects that enterprises need in order to have good user experiences within VCaaS. In addition, this really enables service providers to associate their own brands with video communication excellence thereby emphasising the value they add”
