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How a Savvy Service Provider can Survive and Grow – Part III August 23, 2017

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shutterstock_150110996Creating Bundles of Success

We have frequently heard that selling telephony services on features is simply emulating the old PBX sales approach and that hosted services benefits for a solution-based sale. Now we have figures to prove it. Cavell figures for 2016-17 confirm that where Service Providers in the channel are seeing success is in the SME where Service Providers are bundling a tight solution and with a very defined set of capabilities. The advantage of bundling is that it creates a solution-based proposition with a vertical or horizontal approach where the Channel understands their pricing, margin and the commercial and technical solution.

Vertical bundles are very strong, enabling the Service Provider to sell down a single vertical and targeting on features needed by that vertical. Cavell has seen a number of Service Providers target specific verticals by integrating into key business solutions that that vertical works with. It requires that the Service Provider understand the business processes of the customer and demonstrates this value to the customer.

Horizontal solutions can be equally strong with specialised CRM integration, or solutions with voicemail control options for road warrior use. Bundles can be commercial or technical, the secret is to tailor them to your target market and demonstrate an understanding of their requirements. A sound business approach for a Service Provider would be to start with commercial bundles and then develop into a technically integrated bundled solution as the customer requirements become clear. The approach for the Service Provider is to analyse your USPs, examine your customer base and products and then look at the rest of the market to determine your competition.

Bundling is more about how to do better with what you already have than about offering anything new.

Service Providers who embrace these opportunities and build solutions with specific value in mind are most likely to be the winners in the market.


If you wish to read more about how the market is changing, please get in touch for more information on Cavell’s market reports due to be released next week on Thursday, August 31st.

 

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The inaugural Channel Leaders Conference: a great success! April 27, 2017

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Collage

Monday was an exciting day; the London Channel Leaders Conference (#CLeaders17) successfully launched in collaboration with Comms Business Magazine. Delegates enjoyed a day of panel talks on highly relevant topics such as ‘How Can You Guide Your Customers Through the Digital Age?’ and ‘Building Compelling Solutions (Verticalisation & Integration),’ networking opportunities and keynote presentations by Matt Townend, Director of the Cavell Group, and Kristine Olson-Chapman, Managing Director of TalkTalk Business. Digital Disruption, the UK Telecoms Market (find out more in our reports here), the Internet of Things (IoT) and the changing role of the Channel were also among the key topics of discussion.

Of these several recurring themes, the most prominent were falling traditional market revenues and rapidly changing customer requirements. The first panel discussion of the day was ‘How Can You Guide Your Customers Through the Digital Age?’.

Chaired by David Dungay, Deputy Editor of Comms Business, Ralph Page (Director of Global Strategic Solutions at Genband), Mike Wilkinson (VP Marketing & Product Management at Lumeon), and Dan Cunliffe (Managing Director of Pangea) tackled points on identifying when a customer is struggling to adopt a digital strategy. This lead to an interesting anecdote on smart water drains on the Isle of Wight by Dan Cunliffe, prompting further discussion on the IoT. Another hotly discussed point on the panel was where Channels can find immediate success in a rapidly changing industry, be it focussing on CPaaS, M2M or elsewhere.

The liveliest panel discussion however, was represented by ‘Suppliers and Vendor Selection:  Which Horse Should I Back in the Future?’ between Steve Harris (MD of Siphon/EVP UC Nuvias), Richard Bligh (COO of Gamma), Mark Timmermans (Director of Portfolio Development at BT Wholesale), Gary Gould (MD EMEA at ShoreTel) and Russell Lux (CEO of TelcoSwitch).

The variety of vendor and service provider businesses present, passionate panellists and importance of the topic created some great discussion on the fragmentation of the traditional vendor and service provider markets, as well as what products/verticalisations/service areas the channel should embrace. This was particularly relevant with the recent news on companies like Avaya. Discussion also touched on competing with the services provided by the likes of Twilio, Microsoft and Amazon and how cloud services can transform industries like distribution and logistics.

We would like to thank our Gold (Knight Corporate Finance, Strategic Imperatives, and TelcoSwitch) and Silver Sponsors for their contributions to making Channel Leaders a success, and also, Blabbermouth, whose drinks sponsorship fuelled a great networking opportunity at the end of the day.


If you did not manage to attend Channel Leaders 17 but are interested in the topics discussed, want to meet industry leaders and gain valuable insight into the European Telecoms industry, click here for our upcoming event in Amsterdam (10th October 2017), or use the email addresses below for more information regarding our next event in London (8th March 2018).

You can also contact francisca.dinga@cavellgroup.com or dominic.black@cavellgroup.com for further questions and sponsorship opportunities for both events.

For research into the European VoIP markets, click here for our website, or contact adam.kowalski@cavellgroup.com or dominic.black@cavellgroup.com

The concept of selling UC is dying! Service Providers offer industry/sector specific propositions to meet customer demand September 13, 2016

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shutterstock_150110996

 

For well over a decade, the industry has been talking about Unified Communications, with vendors trying to push the idea that end users want to unify all their communications through one interface (normally vendor specific), and that they need to utilise a number of new communications mediums through this interface (including: Video, Presence, Collaboration, etc.).

When we look at the players who have been successful in selling hosted communications both in the UK and Europe, we see that very few are selling a concept of UC at all. What they have done well is they have segmented their customer base and they have produced bundled solutions that understand the “Context” within which the customer is operating and have offered solutions accordingly. Yes, there are some customers who want an all-singing, all-dancing UC experience, like you see in most vendors videos, but this appears to be a minority.

Our recent research on the Hosted Comms market shows that most service providers have developed their segmentation further, and they are now offering solutions that are designed to suit their customers’ needs in relation to the Vertical industry segment they operate in.

Figures have shown that 41% of the service providers tracked by Cavell, offer a selection of vertical solutions, 66% of which offer a public sector proposition, some providers selling solutions specifically tailored for one of the following public sector segments: local government, central government, education, healthcare, housing, public administration, justice, and emergency services.

The main commercial segments have been Financial (41%), Retail (38%) and Hospitality (23%). Other prevalent business categories vertically targeted by service providers are construction, media, travel & transport, and organisations operating in the legal sector. Cavell has also witnessed signs of verticalisation in technology, automotive, recruitment, logistics, manufacturing, third sector and professional services.

Matthew Townend, Director of Research & Consulting at Cavell stated: “The increased verticalisation shows an increasing requirement for Service Providers to offer solutions that recognise the context that their customers work and communicate in, rather than attempting to offer a broad based UC solution that attempts to dictate how they should communicate”.


Cavell Group have launched their latest UK Hosted VoIP and SIP Trunking market reports on the 2nd of September. For more information, please read our previous blog post.