The Future of Communications Platforms - a review by ICON

Hosted versus CPE

The days of the plain old CPE IP-PBX are numbered.  CPE PBX solutions that support cell phone mobility, smartphones & tablets, third party UC apps and have the capability to be deployed as a traditional CPE, in the cloud, or a distributed solution are the future.  

FortiVoice works with IP and analogue handsets

In the medium term the flexibility to work with either analogue or IP will be needed if vendors want to capture the legacy as well as the IP sites, but long term this capability is likely to become less important.  FortiNet with its FortiVoice solution offers one of the best examples of a CPE PBX that can work with IP phones, analogue phones or both. 

On the issue of cloud versus CPE, versus centralised, Mark Shane, ICON Sales Director commented,

“The demarcation between the CPE PBX, cloud, or centralised versus distributed solutions markets is very grey." 

"Let’s not forget that if a customer has multiple sites and wants a cloud based solution this does not rule out a CPE PBX sale. Vendors such as Vertical Communications with its Wave IP-PBX can deliver a CPE solution which can be deployed anywhere in the network - on-site or in the cloud”

Thje Wave IP-PBX offers built in applications and cell phone mobility

Microsoft Lync and UC

Mark Shane observed,

“Microsoft Lync is making an impact in the telephony and UC market and ICON with its vendor partner are looking at this market as one of the few growth opportunities available for the channel”

In terms of delivering UC capability Lync is one of many solutions available.  However, in its target niche it is a strong contender with an almost unassailable position.  Mark Shane, Sales Director at ICON, explains

“ICON distributes a range of UC solutions as well as MS Lync approved mobility solutions and it is the Microsoft tag, pedigree and connections that hold sway in its target niche.  This means that in those business and enterprises which are committed users of Microsoft solutions Lync is the natural solution and a contender has to be able to exceed the performance of the Microsoft brand for delivering reliably. There are very few UC solutions which have the brand credentials to do this.”

That is not to say that MS Lync will dominate the entire UC market.  Outside of its target niche where the emphasis shifts from brand credentials to features, functionality, and price, MS Lync competes on a more level playing field with other UC solutions.   Mark explained

 

“In niches which are brand agnostic and the focus is more on features, functionality and price than on brand there are other UC solutions that can stand up tall against Lync.  Solutions, such as Wave from Vertical Communications, which are continually stretching the envelop by offering novel business apps in a very advantages commercial package can often be a strong contender against Lync especially in vertical sectors needing specialist solutions.”

Mark added

Lync is unquestionably a force to be reckoned with in the market and it has to be a strong and confident brand to take it head on in its target niche.  ICON and our partner vendors who provide MS Lync approved mobility solutions are betting that there are very few who can do this successfully in its target niche.

The future CPE PBX

The concept of the CPE PBX is changing. Vendors or now delivering highly functional communications platforms capable of supporting third party apps. Mark explained,

“The notion that a CPE PBX is a platform for third party UC apps, just like the cell phone is a platform for apps, is a novel trend but one that long term will provide businesses with many more solution options and the capability to customise and add to the functionality of the PBX platform throughout its life. "

"Vertical Communications is pioneering this with its Wave IP solution which provides a platform to run applications traded on the VerticalAppMarket”

 

Investing in a CPE PBX platform that allows you to add functionality at will means your communications platform can change, develop, and be customised to suit the needs of the business throughout its working life unlike the monolithic CPE PBX solutions that, perforce, deliver the same functionality at the end of their life as on day one.

Leading the change in communications platforms are the Vertical IP-PBX solutions 

CPE PBX integrated applications fall into one of two categories.  There are the core UC feature set applications which vendors such as Vertical Communications include as standard on its Wave series of PBX and the traditional and not so traditional call management applications such as such as contact centre, call recording, IVR, fax plus a host of others. Mark commented,

“A few years ago integrated applications were the novel differentiators in the CPE PBX market.  Now they have become de facto standard necessary features.  Presence and instant messaging are the UC applications many UC PBX vendors package as UC standard features."

"However, true UC PBX solutions, such as Vertical’s Wave IP, provide a host of other UC applications such as visual voicemail, conferencing, document sharing, and screen based call management for mobiles.”

WiFi and BYOD

BYOD changing the WiFi game

The need to deliver a robust quality WiFi service for mass public logons and mobility, which is a de-facto requirement with BYOD and voice & data mobility services, is a game changer for wireless connectivity. 

“In short” says Mark Shane, sales director at ICON “although wireless has been around for a number of years it is only recently with the demand for BYOD and VoWiFi that it is developing as a technology.  When these are deployed the channel is really at the very start of the technology learning curve and that’s where the vendor/distributor comes in by taking the channel up the curve with education assistance and support.” 

“The problem with wireless connectivity” says Mark Shane “ is that with BYOD trend and the move to VoWiFi people think that Wireless Connectivity is Wireless mobility.  Its not, wireless connectivity and wireless mobility are as different as chalk and cheese.”

 Wireless connectivity must support Triple Play applications  -  Voice, Video & Data -  and provide mobility for each

  Winning a slice of the market

 Understand the business and the technology

With a demand for BYOD that is expected to soar over the next few years wireless connectivity and mobility services are the next big growth opportunity for the channel.  An understanding of the business capabilities and applications that are available, and a mastery of the technology, are the key to being able to sell, design, and deploy a trouble free solution.

In the SOHO environment where a single base station is all that it needed, wireless connectivity can be made to deliver an acceptable service but in an enterprise or SMB deployment where multiple access points are needed to achieve the coverage wireless connectivity and mobility services are often compromised by the technology limitations of the vendors solution.

Even the experienced wireless installer can face difficulties when VoWiFi is factored in. Mark observed,

Wireless connectivity in the workplace is a minefield for the inexperienced.  Once a solution gets beyond a single base station, as it will in an SMB or enterprise deployment, the game changes.   

 

Choose the right partner

 There are few companies in the channel with the knowledge and experience needed to deploy a trouble free wireless solution. Working closely with a vendor or skilled distributor is the only way forward for resellers wanting to build a new revenue stream in this lucrative market.  ICON with its vendor partners Extricom and Spectralink is actively pursuing a programme of knowledge transfer for the traditional comms reseller needing a primer in wireless and the IT networking company facing with the need to deliver a VoWiFi solution.  

Mark said

“The reseller who understands the business imperatives and revenue opportunities as well as how to deliver the technology is the winner in these situations. 

“At this stage of market development the vendor and distributor is key in getting this understanding into the channel.

“ICON with its vendor partners Extricom and Spectralink actively engaged the channel in this knowledge transfer through  a series of well received road shows around the UK  and is planning to carry this forward with similar programmes.”

Applications in the driving seat

Applications are the driving force in the market.   Mark commented

“The dumb handset if a thing of the past.  The smart phone revolution means that people want more from their handset than just voice connectivity and apps are not just for BYOD.  At ICON we support the Spectralink range of wireless handsets which are voice and data enabled and which can support apps dedicated to medical, logistics and hospitality applications.

 Business

In the business environment popular apps are those aimed at personal safety, not just for lone workers but also for employees in public facing roles such as in hospitals.
  
 

 Hospitality

Apps are being used in the hospitality sector where apps deliver key operation information to staff.  

In the hospitality sector the hot app is fire alert notification.  False alerts cause guest frustration and are an unwanted expense for the hotel.  In some cities fire brigades are charging for false call outs.  WiFi handsets such as those available from Spectralink integrate with fire panel solutions and support apps that help staff manage fire and other alerts.  

Healthcare

In healthcare, apps to support care givers are growing in numbers.  Spectralink's 8400 series handsets support a number of patient management apps and personal safety apps.  These include apps for the dispensing of medications as well as accessing patient records.

Stadium 

Apps are also being used in sports, where stadium sponsored apps deliver real time information to fans.  Mark Shane observed

“With the availability of BYOD, fans inside a stadium are demanding real time information about the game in progress.  For the stadium “fan apps” represents a revenue earning opportunity.  Delivering these apps over the gsm network can result in a poor user experience.  Free WiFi is the route many stadiums are taking and a number of stadiums have already installed Extricom’s LPV (Large Public Venue) WiFi solution”  

 In the US Extricom’s LPV solution has been deployed in Houston's famed 18,023-seated Toyota Centre and has enabled journalists to stream real-time content and fans to access social media, an NBA All Star App, and a host of other digital platforms.  

A check list for WiFi Deployment

Mark Shane commented 

“Network security is the issue everyone talks about when you mention BYOD.  However there are deployment issues which if not ticked off will kill a solution dead before network security has a chance to work and in some cases will compromise security at the same time. Bandwidth, WiFi generations, and physical security are some of the solution killers which can get the inexperienced installer into murky waters if not handled correctly.”

 WiFi generations

Installers need to check out the BYOD devices that will be allowed to register on the wireless network

The Extricom solution is ideal for mixed generation WiFi devices

Allowing mixed generation registrations can seriously degrade a service.  A wireless network will always run at the slowest of the devices subscribed so no matter have fast your new shiny smartphone can work if it is register to a wireless network it will connect at the rate of the slowest device.  This means poor user experience, frustration and possible loss of revenue unless the installer plans ahead.
 
Separating the WiFi generations can overcome this but this is only possible with some solutions such as the Extricom infrastructure.  Installers need to qualify the performance level that is going to be acceptable to the user and either has chosen a solution that accommodates registering earlier generations of wireless or exclude the slow first generation devices from loging on. 

 Physical security

Another key checklist item is the physical security of the access points.

This is a key requirement in some government solutions.  Physical tampering or theft of an access point represents a serous potential for breach of network security.  The classical access point contains all the information a thief needs to be able to access the system so they need to be made secure.  And if you have 10, 20, 30, access point on your solution you have 10, 20, 30 opportunities for tampering unless of course you are using one of the Extricom solutions where the access point does not contain any registration information.  

This is such an important issue that only a handful of access points are able to meet security compliance specs and except in the case of Extricom all solutions do this by locking the access point to wall.