For many Channel partners that have come from the traditional PBX markets there is sometimes a reluctance to embrace a true cloud UCaaS platform and integrate it within their portfolio of products. Although many have adopted cloud, the hardware option in their product set may often be the preferred sales pitch. There are many reasons why.
Concerns over data and platform security have often been cited, the reassurance of a physical box in situ has been more appealing to some than its virtual equivalent. Management of a cloud platform and its often radically contrasting billing models also appear to have proved daunting for segments of the channel. As usual though it does appear that the main factor which deters some partners is the bottom line. Will I make as much money from a cloud solution as I do currently from my preferred on premise offering? All of these concerns, and more, can be allayed with the correct solution and adequate planning. As well as quashing the concerns, the correct UCaaS solution can also offer much, much more to end customers in terms of functionality and service.
“Everything is moving to the cloud, if you aren’t moving and getting involved then those traditional revenue sectors are diminishing. A number of PBX vendors have pulled out of the market. It’s about ensuring your business has long term sustainability.”
Dave Dadds CEO of VanillaIP was one of the early adopters of cloud communications platforms, so understands well the potential pitfalls but also the huge opportunities the cloud represents.
VanillaIP is one of the UK’s premier cloud communications providers with their primary proposition being Uboss, from which they support a number of different Apps via API’s including BroadSoft’s Hosted PBX solution. They have had great success in the UK market providing white label Cloud solutions to the UK channel and enabling partners to succeed with Cloud solutions.
“The great thing about cloud and UCaaS solutions is that there is a much bigger opportunity for margin and product mix than there ever was with the traditional Telco market for both our partners and ourselves.”
Despite the huge opportunity the cloud represents Dave fully appreciates the various factors that might deter a traditional on-premise specialist from making that leap to a cloud first sales focus. Existing commission structures, legacy stock, internal processes and procedure, and potential confusion over cloud offerings can all be factors. Changing the model of the business though is often the most daunting aspect. A change of model is undoubtedly required to make the most of new solutions.
“As a service provider, trying to assist partners in that process and showing them how money can be made, and very good can be made is crucial. But then, them having the time and desire to change over is key and as long as they are in that frame of mind then they can make a success of it”
As well as converting traditional hardware suppliers and resellers, VanillaIP also assist newcomers to the UCaaS markets.
“Whether it’s from IT, mobile, web, whatever area they are coming from, the ones with real drive can see huge revenue generated quickly.”
One of the critical arguments, although we are still at a relatively early stage of UCaaS and cloud uptake, is that the Cloud is here and if you aren’t offering it as a solution, someone else is. Traditional on-premise system suppliers will have lost business to cloud native solutions. The most illuminating aspect of these sales might also be that the deal was not lost on price. Although always a key factor to any business looking to leverage investment in their infrastructure, price, and the eternal race to the bottom, seems to be less and less a factor within cloud solutions.
“Price is only one element. We say to people what is the cost value? From our point of view its showing people why price shouldn’t be your only factor because of all the other things that go around cloud”
UCaaS solutions offer a radical shift in enabling new functionality and benefits. With the industry trends, such as the rise in remote and flexible working, utilisation of emerging technologies and enhanced user and customer experiences, so prevalent it’s arguable that these can only be fully realised within a Cloud solution environment. Many customers have already been able to recognise these benefits with Cloud CRM and IT systems and now are looking at their UC systems to leverage similar benefits for them.
Utilising service providers to enable these benefits for customers is a key decision for any reseller to make. As well as their long and well renowned cloud industry experience VanillaIP also have another unique tool that removes some of the aforementioned potential barriers, Uboss.
Uboss provides a back-end office provisioning, billing and integration platform to enable cloud voice and application providers to simplify and enhance their offerings to customers. Developed from their own experiences as a BroadSoft platform owner and with the realisation that there was a wider gap in the market than just their own requirement Uboss removes huge barriers to market.
“All the aspects of deploying a cloud solution, the provisioning, the billing the network monitoring and also integration of all the services that are needed. We are often asked how do you do that? Some resellers will have those answers. What we are saying is, if you don’t have all the answers or some of those answers a bit outdated Uboss can do everything for you.”
Although it was developed out of internal use of a BroadSoft platform, Uboss will also assist in cloud provisioning and management for all products, connectivity, Office 365, GSM mobile to aide partners in shifting their business models to cloud capable. Huge investment in software development has enabled Uboss to offer a consolidated solution which allows partners to make the transition much more smoothly and efficiently than would otherwise be possible. This different approach from VanillaIP and Uboss distinguishes themselves from the rest of the UK service provider channel.
“In 5 years’ time who knows what else the Cloud will be able to offer. But these are all services that from a reseller perspective you can sell. But you do need the environment to sell them in, manage them in, self-serve them in and very importantly own the brand. In the Uboss environment you can do all of those things.”
Existing UC resellers and new players entering the market need to fully examine the landscape before making radical shifts in strategy. One thing is for certain though, UCaaS is on the rise and joining that momentum seems shrewd. VanillaIP are there to help with that process, help providers understand the proposition and enable them to deliver and manage it with a platform like Uboss.
