ommunications can be a tough place to be right now. Competition
is tight, budgets are even tighter and the demand for traditional
communication services is dying. With cloud technologies delivering strong
returns on investment, many resellers are wondering how best to make the
Most know they need a strategy for the cloud but are not willing to invest
large amounts of capital or time. Nor do they want to change their business
model overnight. If that’s the case, then consider the four steps we believe a
reseller can take for a smooth, profitable transition towards the cloud.
Step 1 - What do your customers want?
When it comes to developing the right strategy for the cloud the view that
matters most is the customers’. Put your customers and prospects at the
centre of your thinking and you will increase your likelihood of commercial
success. Currently, we’re seeing major trends in customers operations and
what they want from their suppliers.
In a recent survey, market insights firm Larato found that buyers want
‘Productivity Suites’ and that they are twice as likely to change supplier to
get them. A Productivity Suite is an integrated bundle that includes; cloud-
based voice, video conferencing and worker mobility applications that give
their businesses a competitive edge. Real-time collaboration and worker
mobility are the most prized business goals.
With the demand for cloud bundles at 20 times the demand for single
services, we confidently predict that full integration of communication,
collaboration and critical business processes will become the norm within
18 to 24 months. Instead of buying against an agenda oriented around
operational changes or a cultural inclination to try new technologies,
companies are now buying to an agenda firmly rooted in their core strategy.
Step 2 - What Type of Cloud Suits Your Customers?
There is no one-size-fits-all cloud solution, especially in the Enterprise
space. Public Clouds offer pre-packaged, pay-as-you-go services that are
ready to deploy instantly. Our service is typically delivered to SMB customers
and works with over 100+ CPE and business applications.
Shared Private Clouds offer the benefits and integrity of a Private Cloud
at a lower price and reduced overhead. This delivers higher levels of security
and integrates well with Enterprise on-premise environments.
Private Clouds are dedicated for the company that uses them and not
shared. We work directly with the reseller to build advanced, private cloud
services – bespoke billing, APIs and compliance.
Step 3 - Pick the Right Partner
Choosing the right supplier or partner is probably the most important
step in your cloud strategy. See if you agree with the following questions:
• Do you believe your customers would gain competitive advantage and
compelling returns from using high quality IP voice, video and mobile
• Do you agree that you could increase loyalty and open up wider markets
by providing a comprehensive service bundle to any user, no matter
where they are, what network or device they wish to use?
• Are you concerned about integration and want a qualified platform that
would prevent any problems?
• Would you prefer a wholesale partner who wouldn’t be competing in the
• Would a single, real-time, view of your customers’ legacy and cloud
communications estates be useful to you?
• Are you concerned about adequate technical support?
• Would you be looking to leverage recurring revenue streams and want
support to achieve this?
If you answered ‘yes’ to these questions,
then partnering with us would benefit
you. If you’re ready to scale and
accelerate your growth, we’re ready to
make it happen.
Step 4 - Build Knowledge and Boost
Trailblazing technology is useless if
you can’t communicate the benefit to
customers. We know that buyers are
often confused by the hype around cloud
and even industry experts are perplexed
by much of the jargon. Enterprises,
too, are uncertain about the right
technologies to adopt and how best to
invest their budgets.
For us, the critical final step in
transitioning to the cloud is gaining the right knowledge. It’s vital to be
able to demonstrate to your customers that you understand their business
challenges and you have the expertise to solve them. Naturally, it will take
time to build your expertise but many of our Quick Start resellers have
rapidly progressed on to the Enterprise program, winning larger bids, as
their knowledge of the cloud expands. The demand is there and with the
right know-how, you can take advantage of it.
To us, the message from the buyer to the supplier is clear; budgets
are being re-invested in cloud technologies that deliver strong returns on
investment. The early adopters are becoming early majority.
In 2013, hosted voice and cloud communications will see the move from
early adopter to early majority buying. New research shows that buyers want
to invest for long-term operational performance improvement. This is classic
early majority behaviour.
Early majority buyers are the most profitable, particularly in technology
markets. They understand why they need to invest and are less price
sensitive than late majority buyers. As a reseller, 2013 is set to be your year
for making money from hosted voice.
Paul Aabryn of
Reach for the Cloud
Communications provider HIPCOM has released a white paper entitled ‘Four Steps for a
Profitable Transition to Cloud Communications’. It’s aimed at resellers seeking to qualify out
their opportunity to enter the market. Commercial Director Paul Aabryn explains and sets
the questions for resellers to consider.
Why Reach for the Cloud?
Forrester predicts suppliers that transition to cloud communications
could see growth rates up to 390%
Cloud-enabling communications and computing infrastructure
can totally transform how businesses compete, offering compelling
commercial returns in the process, such as;
• Delivering increased revenues and reducing call centre staff numbers
with more efficient call handling.
• Making productivity gains, simply by using cloud collaboration
technology to reduce meeting times.
• Traditional communications are dying - Ofcom has reported year-on-
year growth rates (Compound Annual Growth Rates or CAGR) of:
• The five year CAGR for conventional telephony is -5.7%
• The five year CAGR for ISDN is -9.7%.
• Several cloud sectors have five-year CAGR forecasts of over +35%