Wireless Solutions and how to sell them

Expanding into the wireless market and building new revenue streams

In some cases WiFi networking and public Internet access is a peripheral requirement to a main requirement for a telephone solution.  In such situations, the traditional comms reseller with little knowledge of wireless can walk away from the opportunity or work with one of the WiFi infrastructure distributors such as ICON who can ease their transition into this lucrative market.  

As a value added distributor, ICON’s raison d’etre is to provide the field technical expertise needed for vendors to sell into the channel.  ICON’s purpose is to ease the introduction of new solutions into the channel through transfer of the new technology understanding into the reseller chain by providing support, training, and backup for the solutions at all stages of the business transaction - sales, deployment and after sales. 

The Digital Economy Act

The digital economy act is a minefield of confusion.  If you provide a hotspot service, you may be required to maintain records and you may be liable for misuse. However, this can depend upon the business model you use to offer the hotspot service.  

Compliance with the act is not something that it is easy to add after the hotspot has been deployed.  To ensure that the customer is able to meet its compliance requirements channel partners, when installing the hotspot infrastructure, need to deploy a solution such as the Nomadix gateways that includes the ability to record and track logons and usage.  

The future (2014) PBX and Communications Platform market

Recovering to the 2008 pre-recession sales volumes

Mark Shane, Sales Director at ICON, is bullish about the future of the CPE PBX market.  When asked about the medium term outlook for the channel Mark commented;

“Will the CPE PBX sales volumes reach and exceed 2008 levels? Yes, most certainly they will. Will the future CPE market be the same as the pre-recession 2008 market? No it won’t” 

ICON is confident that the CPE PBX market will recover to its pre-recession levels.  That much is certain.  What is unknown is how long it will be before it reaches its pre-recession levels and what the market will look like in the future. The future CPE PBX market will be completely different to the market pre-recession.  There are powerful trends in the environment which are shaping the future business environment.  BYOD, mobility, and UC are all positive drives shaping and driving the future CPE PBX market forward. Mark commented;

“The consequence of these trends will be that we will see a realignment of sales volumes within the CPE PBX market resulting in some niches declining, others growing, and new ones appearing.”  

 “New product and application niches will appear and niches which existed in 2008 will either no longer exist or be as large. But the CPE market, on the whole, will recover”.  

 “We do not believe that the growth in hosted UC solutions will be sufficient to noticeably depress the CPE UC PBX market.   Published figures suggest that hosted UC solutions are currently around 5% of the total market and are suggested to grow to no more than 10% by 2014. Although this represents high growth the percentage share of the hosted market is too small to significantly impact the levels of business seen by the channel in the CPE PBX market.” 

“We expect to see hosted solutions continue to show high growth rates until the niche matures. The CPE PBX market niche will maintain its dominate market share supported by innovations in the PBX platform and applications.”

The shape of the market, UC, and collaboration

The days of the plain old CPE IP-PBX are numbered.  CPE PBX solutions which 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. 

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 which can work with IP phones, analogue phones or both.

On the issue of cloud versus CPE versus centralised Mark said;

“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”

 

Smartphones and tablets will be one of the key driving forces shaping CPE PBX solutions over the next few years.   Mark explained;

“In themselves smartphones and tablets are not the primary market driver.  It is the UC apps which run on these devices and which impact workplace productivity which are the front line drivers for the move to smartphone and tablet friendly CPE PBX solutions.  Most leading edge vendors are already integrating smartphone and tablet support into their solutions.  A prime example is the feature rich mobility friendly solution Wave IP from Vertical Communications.  This delivers all the normal mobility features needed to support cell phone users but also supports the call management solution ViewPoint Mobile for Android and Apple IOS phones.”

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 Vertical AppMarket”

Investing in a CPE PBX platform which 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 which, perforce, deliver the same functionality at the end of their life as on day one.

The concept of the CPE PBX as a versatile customisable communications platform allows users to update and change their investment throughout the life of the asset. Mark explained;

“Innovations in the delivery of these CPE IP-PBX applications means customers have the option to enable the integrated applications built into the platform or purchase applications from on-line markets.  For example Vertical Communications in its Wave IP solution offers built in applications which can be licenced at any time but is also providing a market place where apps can be sold and bought.”

Mobile friendly CPE PBX solutions have become important in recent years as businesses look to support their mobile workforce. The ViewPoint screen based call management solution for cell phones from Vertical Communications is one of the few examples of such an application. Mark ended by saying; 

“The driving force underpinning all of these trends is the increasing adoption of UC solutions.  But it is the combination of UC with the BYOD that is the motivation behind many of the developments in the CPE PBX product niche.  It is when you link UC solutions with smartphones and tablets that the power of UC and mobility begins to be appreciated by businesses from all sectors and that is what the CPE PBX vendor will be looking to harness over the coming years.”

Integrated applications

CPE PBX integrated applications fall into one of two categories.  There are the core UC feature set applications which venders 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 differentiator 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.”

Machine-to-Machine (M2M) Applications

Talk about Machine-to-Machine applications and people immediately think of the GSM solutions and opportunities driven by large mobile network providers and European legislation such as that which will require all new cars to have eCall installed by 2015. 

“But” says Mark Shane of distributor ICON “these are the headline makers in a market which also includes on-site/on-premises M2M solutions delivered using enterprise wireless communication technologies.”

Mark explained

“These on-site solutions use the familiar DECT or WiFi wireless communications to deliver M2M services around a site.  Fault reporting, asset protection, and machine & plant status monitoring are a few of the services that are delivered across enterprise wireless communications.”

“Our channel partners already have a significant installed base of solutions in the manufacturing, healthcare, and hospitality sectors.”  

Mark added. 

“However, there are only a few vendors in the UK that can deliver the infrastructure for an M2M on-site solution.  A leading independent vendor is BlueSky Wireless whose solution links with the Spectralink DECT and WiFi solutions.  At ICON we distribute to and support the channel in delivering these solutions.” 

“The important point for the channel is that these vendors rely on the channel to deliver the solutions.” 

Mark is keen to stress that the on-site M2M solutions are not the simple text and voice messaging services offered on standard enterprise wireless solutions.  Mark explained.

“The M2M solutions which we distribute and support deliver sophisticated business critical services.  The solutions can be used to monitor and control BMS and HVAC solutions, link into plant or SCADA solutions, as well as providing a range of other business critical services.  All these services are delivered across the WiFi or DECT wireless communications infrastructure.” 

“Often the M2M solution is a critical element of the business processes”

The advantage of the on-site M2M solutions over the GSM solutions is that they are available today, integrate easily with most enterprise communications solutions, have a proven record in a range of industry sectors, and do not need a BYOD to work! 

Spectralink and BlueSky Wireless are in poll position to spearhead development of this M2M niche.  Spectralink have a range of business quality WiFi and DECT handsets that come ready loaded with alert and process display icons.  Bluesky wireless provides the interfaces needed to integrate with third party systems and a range of endpoints including the Spectralink DECT and WiFi handsets and GSM devices.  Mark commented

“This is a new and exciting market which the channel is intimately involved in growing.  The fact that a solution needs to be integrated with the organisations communications platform, is provided by integrating solutions from different providers, and is intimately tied up with an organisations workflow and manufacturing processes, means that it is a true value added solution.”

Mark added

“It’s also a market in which we are seeing considerable activity and one we believe is an ideal growth opportunity for the channel.”