ChannelTrends: UC Opportunities Go Way Beyond the Phone

Remember the famous Henry Ford quote on his Model T car, “You can have it in any color, as long as it’s black?” The early days of mass production were all about making a lot of things, but none of them were complicated. Options were minimal and design wasn’t a major focus for most manufacturers, but as consumers started to demand variety, companies started to offer a larger selection of products.

That’s the same transition that technology is taking today, and solution providers get to be the guiding force of change for small businesses. Unified communications can be a major part of that company makeover, enabling your clients to transform their customer and business partner interactions. This was clearly evident at the Catalyst Telecom Channel Conference this week in Savannah, where the distributor and several manufacturers shared the latest trends in the markets, and how technology innovation can help VARs increase their revenue and profits. Clients can benefit from a variety of solutions and point products that meet their specific business needs, not the “one-size-fits-all” product Mr. Ford gave the world in the early part of the last century.

Applications and Services     

The business value of UC does not come from the replacement of their old phone systems and cables with internet-connected devices, but from the interaction it allows with their entire company infrastructure. That is the value proposition VARs bring to the table.

“The applications are absolutely critical to differentiating your business from competitors,” according to John Black, president of Catalyst Telecom. During his keynote address, he stressed that their channel partners needed to continually advance their UC skills, as well as keep abreast of the latest industry trends, such as cloud computing and virtualization.     

The complexity of these solutions is beyond the comprehension of many businesses, but commonplace for channel partners. As noted several times this week, “where there’s mystery, there’s margin.” This point is often overlooked by the industry, but as the hardware and cloud technologies become less complex with more features, the role of the VAR continues to change.

For example, Vonage offers a service that many small businesses implement themselves to save money, but that is typically the only advantage (a commodity). But a true UC implementation allows that company to integrate CRM applications, add automated appointment reminders, and creates an opportunity for an unlimited number of other features. Those value-added elements not only allow businesses to get more from their employees and leverage their systems more effectively, but generate revenue for your business. VARs become the consultants for all aspects of system design and purchasing decisions, and that control is key to building a win-win for all involved.

Make sure to be a central connector for all vendors, especially with cloud and online procurement services making major advances. As the business’ technology expert, you can help them plan their short-term and long-term infrastructure and application needs, while building a respectable margin for your organization for your efforts. No two businesses are alike, so taking the time to understand their particular needs, implementing the appropriate systems, and helping them to build the proper processes and policies is a valuable service (not a commodity). UC fits in this channel strategy, and VARs are truly reaping the rewards.    

Mobility Is a Driving Force
How many of your clients allow their employees to bring their mobile devices to work? If you didn’t answer “all of them,” it’s likely a fluke. With the explosive growth of smart phones and tablets, it’s taxing the Internet and wireless policies of many organizations, and presenting a great opportunity for properly prepared VARs and MSPs.

From the implementation of wireless networks and related security services to consultation on access policies and limited access, each is a value-add that many businesses need today. For example, providers can help their clients restrict smart phones and tablets from accessing sensitive applications in their business. Through the use of port controls and VLAN, you can limit the devices and people who can retrieve and download financial data, proprietary information or other files from the company’s networks. That is a true security measure that, if they aren’t already doing it, every company should have in place. Everyone wants to use their personal devices at work, and businesses need an easy way to provide that access without compromising their network and corporate security.

Besides employee network security, there are several other related VAR opportunities in every office. The new workplace is mobile, so dependable and continuous wireless access throughout your clients’ facilities (or campuses) is critical to smooth operations. When an employee takes a connected laptop or tablet from their office to the boardroom, they expect the connection to continue. Rebooting or reconnecting devices wastes time and frustrates executives and other key employees—so ensure each understands the benefits an advanced wireless network can provide them.  

Mesh networks can help reduce the cost of implementing surveillance cameras and network access for large geographic areas, including municipalities, school campuses and large manufacturing plants. This wireless technology also helps preserve building aesthetics, enabling providers to install comprehensive access in historic structures or other sensitive areas. A number of router options and mapping applications are available to help VARs design and implement these networks.

These network options are important in UC, creating a way for your clients to communicate and collaborate – connecting anyone, from anywhere at any time. For example, consider offering Bluetooth devices that allow employees to seamlessly transition a mobile call to their desk phone when they enter their office, enabling call continuity using different devices. That leverages all their communication devices to do their job. That’s a value add for all.

Brian Sherman is founder of Tech Success Communications, specializing in editorial content and consulting for the IT channel. His previous roles include chief editor at Business Solutions magazine and industry alliances director with Autotask.  Contact Brian at Bsherman@techsuccesscommunications.com.