Differentiation is becoming the biggest challenge for UC providers looking to win market share, according to Cavell’s Dom Black.
- Black spoke during day 5 of UC Summit, where he talked through how UC providers can utilise low-code APIs to embed their features into the workflows that businesses are already using. Register to view UC Summit on-demand here
“I think the challenge for everyone out there is how do you differentiate your solution,” he said.
“I think if you look at most UC solutions, the features are becoming very similar, so we were doing a lot of work around the IT channel and communications channel now, asking them how they’re going to win if they’re all selling the same product.
“The challenge is: you start lowering the price, but I don't think that's where we're going to see the market going.
“We're seeing different providers being very successful going down specific verticals, understanding exactly what they're using, and building those off the shelf integrations into them.
“That makes it a lot easier when you're speaking to an enterprise or speaking to an end customer and saying why they should choose your solution over someone else.”
