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There have been high levels of optimism about the German VoIP market at CeBIT this week; Deutsche Telekom launched their own BroadSoft solution and NFON have announced further expansion into new territories. March 22, 2017

Posted by Dominic Black in Uncategorized.
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Since launching our German report last October, Cavell have seen Germany as a key growth market for Hosted VoIP services. Resulting from this, Cavell have invested in growing our team, with Adam Kowalski joining to focus on the DACH region.

Cavell attended CeBIT this week to catch up with our Service Provider customers and expand our knowledge of the developing German market. While there were not as many major telecoms vendors at the event as at other global conferences, with major PBX providers like Mitel, Shoretel and Avaya not attending, German VoIP providers were in strong attendance.

The Service Providers we caught up with were really excited about the opportunities in the German market, and are all starting to see strong growth in Hosted VoIP services. Although numbers of international competitors entering the market are increasing, there doesn’t seem to be much concern amongst local providers. Nevertheless, it will be interesting to see the how the increased number of competitors affects the dynamics of the German market.

CeBIT 2017, 20. - 24. März

Deutsche Telekom introduces DeutschlandLAN CloudPBX Native UC, Powered by BroadSoft

Several Service Providers have made some interesting announcements at CeBIT, especially by Deutsche Telekom, who launched their partnership with BroadSoft. Deutsche Telekom are also launched the first product that they both manage and own (they already offer Swyx and NFON solutions), which they see as “a significant game changer for businesses of all sizes in the German market.”

The service, named DeutschlandLAN CloudPBX, is based on a Broadworks platform and integrated with bMobile to be able to offer a fully integrated mobile and fixed solution to their entire customer base. By combining deep mobile network integration and fixed capabilities, Deutsche Telekom hope that this will be a key differentiator in the German market.

Deutsche Telekom are still planning on continuing sales of their Swyx and NFON solutions alongside the DeutschlandLAN CloudPBX service, but will it be interesting to see how the relationship evolves in the future. It is also interesting to note that Deutsche Telekom have taken a Broadworks platform instead of a BroadCloud solution, noting that ownership of the platform was important for them when making the platform choice.

Expansion, SIP Trunk & Wholesale: NFON

Other key announcements came from NFON, who launched their NFON SIP Trunk product at the event. This not only fills a gap in their portfolio, but will also enable them to take advantage of the All IP strategy in Germany, which is set to end the ISDN network by 2018. The SIP Trunking service also offers full access to the potential of carrier management in 12 European countries and telephone number management, as well as meeting regulatory requirements. This may disrupt the international SIP Trunking market.

NFON continued their expansion into two new European countries with NFON Iberia covering Portugal (launching in May) and expansion into the Italian market forecast for September. This will put them in 14 countries by the end of 2017, which will establish them as one of only a few Pan-European Service Providers.

NFON have also launched a wholesale model, partnering with ScanSource Communications in the UK and T-Systems in Germany, to target large SMEs and large enterprises. NFON will allow the services to be integrated by their wholesale partners into full products or sold alone as single services to their customers.

Read more: https://www.broadsoft.com/press-releases/deutsche-telekom-introduces-deutschlandlan-cloudpbx-native-uc-powered-by-broadsoft

Read more (DE): https://www.nfon.com/de/unternehmen/presse/presse-mitteilungen/?tx_nfonpress_release%5BpressRelease%5D=93&tx_nfonpress_release%5Baction%5D=show&tx_nfonpress_release%5Bcontroller%5D=PressRelease&cHash=91fdbd4c67c4c32dbfc6e6be89ad80f8

Read more (EN): http://www.lfchannel.com/expansion-sip-trunk-wholesale-nfon-news-at-cebit-2017/

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Broadsoft keen to highlight its market position at Connection last week November 24, 2016

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Cavell were in San Antonio last week for Broadsoft Connections, their annual customer event. The event was 20% larger than last year with over 1000 attendees from Service Providers around the world gathering to hear from the Broadsoft team about their new products and meet other Broadsoft providers from other markets.

Broadsoft are very keen to highlight their market leadership position and credentials, announcing at the conference that their installed base of customer had reached 15m deployed seats, up from 12m in 2015, a growth of 25%. This announcement comes hot on the heels of other Service Providers and platforms all keen to reinforce their cloud credentials. Clearly this figure encompasses all of Broadsoft service providers end customers, whether they are sitting on Broadsoft’s own BroadCloud environment or end customers of Service providers using Broadsoft Broadworks software, which still makes up the large majority.

Broadsoft was also keen to highlight the success off its own cloud solution “BroadCloud” highlighting new customers including; Verizon, AT&T, Vodafone Germany, Deutsche Telekom, Nexteria-One, Rogers and Digicell. It would be fair to say although these are encouraging signs, BroadCloud has yet to gain large momentum amongst existing customers in Europe.

Building on its growing market presence and position Broadsoft also launched it’s ‘Powered by Broadsoft’ brand into the market at Connections.  Broadsoft will allow Service Providers using Broadsoft platforms to include the ‘Powered by Broadsoft’ logo alongside their solution. In return, Broadsoft will offer their Service Providers a range of Go To Market support; including digital marketing, product information and data sheets, white papers (themes including mobile/fixed strategy, PBX replacement, UC advantages) and tailored go to market strategies.  It appears initially there will be a mixed reaction from Service Providers, with some who spoke to Cavell believing that their own brand was in fact stronger then the Broadsoft brand and seeing little value, whilst other potentially smaller providers saw some clear benefits.  Broadsoft believe that IT managers want to know the platform behind the solution and that the ‘Powered by Broadsoft’ brand will assure them that the solution is market leading.

For most market insiders the size and scale of Broadsoft is well known, but with lots of new competition and existing PBX providers moving into the cloud space it is clear that Broadsoft wish to highlight their position more clearly to its Service Provider and stakeholder audiences.

 

 

 

Genband Nuvia launch latest demonstration of a fundamental change in the industry from a “Supply” to Adoption paradigm April 16, 2015

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On March 17th we saw Genband launch their Nuvia Cloud service in the UK to be distributed by their long-term partner IHUB. The Nuvia service is based on an OPEX pay-as-you-go model, which is sold on a per user basis, rather than Service Providers having to invest in their own large platform. Cavell were able to have a sneak preview of the service and were impressed by the proposition, readers can see more at http://www.nuviacloud.com.

Genband have done a lot of work on the portals and the ‘look & feel’ of their services which used to be their major weakness a few years ago and the results of this are clear in this latest announcement. This release follows on from their launch in the US around a year ago and indicates Genband’s ambition to offer this as a Global service to help address multinational end customers who require a global homogenised service.

Genband’s Nuvia Cloud Service is the latest in a series of launches of pay-as-you-go platforms from the likes of Broadsoft, Mitel and other Softswitch providers and traditional IP-PBX manufacturers. These launches signify a major change in the supply chain of the industry from a “supply” to an Adoption paradigm. It also signifies a change in where the risk and reward is born within the supply chain and a change in focus onto end customer & end-user Adoption.

In the old Enterprise voice world, the supply chain was relatively simple. There was a traditional PBX Channel/Distribution model where the focus was on getting a large upfront fee for equipment from the customer and a smaller ongoing maintenance. The Channel and Manufacturers focused on efficient distribution of equipment, which saw large warehouses popping up and sales teams incentivized by acquiring new customers and making large one-off equipment sales. The manufacturers supported the equipment and there was a clear demarcation between them and the communications infrastructure.

In the initial wave of Hosted VoIP, providers either built their own platforms or purchased a platform from the likes of Broadsoft, Cisco or Genband often for a fee well over £500k. In simple terms, the providers took most of the risk as they purchased or built their own platforms, whilst also managing their own communications infrastructure and driving sales independently. The model from the manufacturers point of view was still based on supply, where the focus was on receiving a large upfront fee. The Service Provider and indirect channel models were starting to change, as they had to become very much focused on the adoption of their services as they were being paid on a per user basis. Service Providers also struggled to convince the channel to adopt this new risk sharing adoption method, as the channel was still being enticed by PBX providers offering large upfront payments.

The recent announcements are now seeing the whole supply channel becoming focused on the Adoption of services on a per-user basis. Manufacturers/Service Providers and indirect channels are now all reliant on users coming onto the platforms and staying on the platforms and consuming new services.

This is forcing players in the supply chain to make fundamental changes to the way they operate and consider carefully their role in the future. Throughout the supply chain, sales teams of all organizations have to undertake a fundamental transformation to an “Adoption” and solutions sales approach. This includes the manufacturers who sales teams now need to focus not just on selling the platform but driving ongoing adoption and usage by the end customer. It’s not ok to just be a “Hunter” you have to be a “Farmer” as well.

‘Who are going to be the Service Providers of the future?’ and ‘What is going to be their role?’ is also an open question. In some ways we have the likes of Broadsoft, Genband & Mitel becoming services providers but also some of the traditional providers are reconsidering their current model of operation and starting to sell their platforms on a Wholesale basis to compete, whilst others focus more on the go-to-market elements and may ditch owning a platform and purchase the platform on an OPEX model from a third party. Some people still appear to be struggling with this fundamental change, with some PBX providers are trying to build complex pricing and go-to-market models which were a kin to the old paradigm and overlay them on the new world, not appearing to understand their new role in the market.

Clearly there is going to continue to be a mix of approaches, some providers who have established platforms are going to continue with their existing model where they take the risk and reward, and in other circumstances we are going to see new and existing channels move to the new model. Already we have seen companies like BT utilize the consume model as a stepping-stone to delivering their own solution. We see players like RingCentral & NFON who developed their own platform now both sell direct but also enable large providers such as AT&T, O2 Germany and BT.

Cavell believes that the whole supply chain is now becoming more focused on the adoption of services, by not only the Enterprise but also the actual end user. It is no longer viable to supply the platform and move onto a new customer. From a Go-to-Market approach, there needs to be more of a focus on Sales Enablement helping partners, channels and direct sales teams bring users onto their platform and keep them there rather than just selling large platform. This will require manufacturers to undergo a Sale Transformation of their own sales teams put in place new programs to support partners.

The traditional PBX distributors have been scratching their heads for a while, although with Hosted VoIP there is still equipment (such as phones) that needs distributing. On the other hand we see a group of technology enablers who both distribute technology but also enable and manager service for their customers with the likes of Siphon Networks. The issue of adoption is not limited to UC we are seeing that as providers driver services to the cloud the requirement is covering multiple services.

Cavell is seeing the above translate both into real challenges but also opportunities; we are already helping services providers and manufacturers with sales enablement and transformation programs. We are working with players in all elements of the supply chain on what their role and strategy in the future.

If you want to discuss the above further, and find out how we could help your organization with the challenges drop us an email matthew.townend@cavellgroup.com