DIFFERENTIATION
Packaging and Bundles
The great thing about
There are many ways for suppliers to get across to channels how they can help differentiate offerings in the market
– even when those offerings are based upon the same core platform. Comms Business attended two very different
channel presentations, one in the form of a Webinar and the other an on-stage event at London’s IMAX cinema complex
Webinars is that they are
asynchronous; the speed at
which you watch the show
can be di erent to the time the
show was created. I’d missed
the live VanillaIP event on their
‘Bespoke Packaging’ channel
proposition but caught up with it
on my iPad and shiny new noise
cancelling Bluetooth headphones
on the 0906 from Andover to
Waterloo a few days later.
Iain Sinnott, the VanillaIP
Sales & Marketing Director is
forging a reputation for working
out what channels need and
coming up with innovative
solutions as seen at the Channel
Live seminars in recent times, so
I was looking forward to what he
had to say.
e presentation is good; in a
nutshell the VanillaIP proposal
on di erentiation is based
upon their in house developed
Uboss orchestration system
which brings more and more
elements of user features into
play for resellers in a seamless
and integrated set of bespoke
packages for their Broadsoft
platform.
e roster of value added
applications is extensive;
Omni-channel Contact
Centre, a combination of
vendor applications that
Uboss integrates into a holistic
and purposeful o ering is
a recent agship o ering as
Gamma CEO Andrew Taylor
is integrating call logs and
call recording in to a single
application together with both
business and reseller analytics. I
should add at this point that all
these applications are available
wholesale and white label in
a multi-vendor management
environment to the channel.
Uboss can also enable
resellers to bring in their
own preferred products and
applications in to its ecosystem
– ‘Resellers should decide
what products they sell,’ says
Sinnott.
Bespoke Packaging
Sinnott says that the perception
in the market place is that
Broadsoft products, are one size
ts all, they are not cost e ective
at the low end nor at the top end.
“ ey are viewed as being
quite regimented and in exible
and you end up in a margin ght
with everyone else that has a
Broadsoft o ering. is couldn’t
be further from the truth.”
When we talk about bespoke
packaging we are talking
about two things. Firstly
about di erentiation for the
reseller and secondly creating a
proposition that suits the needs
of the customer.
is enables resellers to have
in-depth solution meetings with
customers, promotes sales skill
and identi es high value user
needs because you have so much
exibility. is tailoring of the
solutions shows that we are able
to deliver against their brief. As
a result resellers can maximise
the ARPU and margin with the
user.
e starting point is
the ‘Smart User’, the entry
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