Wireless Solutions and how to sell them

WLAN technology falls naturally into the domain of the IT and network company and it is these businesses that are most active in deploying WLAN solutions.  The telecoms channel reseller has made very little impact in this market.  This is despite WLAN infrastructure being the ideal upsell for the channel which, by its nature, has established connections in the target customer base, strong installation skills, and sells the Wi-Fi endpoints that are growing in popularity with hospitality, healthcare and other customers.   

The reticence to offer WLAN infrastructure may be down to a lack of knowledge about the technologies and hence an unwillingness to introduce the solution during a sale.  To help channel partners that want to extend their portfolio into this lucrative market ICON offers training in the technology and whenever possible supports them through the sale and deployment of the solution.

The biggest selling applications

For ICON Voice over Wi-Fi is the biggest application for wireless networks.   This is followed by the IIoT type solutions offered by our vendor partners Mulitone, BlueSky Wireless, and Fusion which link a buildings BMS to the maintenance team and service staff.  Pre-notification of fire alerts is a major requirement in the hospitality sector.

Things to look out for

Amongst other things deploying a WLAN is about matching the WLAN technology to the BYOD environment.  In many case wireless providers don’t do this.  The result is a poor Wi-Fi experience characterised by difficulty login on, slow data rates, and loss of connectivity.

For a successful deployment the wireless provider must be aware of the type of BOYD environment it is provisioning – and we are not talking 2.4 GHz, 5 GHz or 802.11xx.  It’s more fundamental than that.  It’s about how the BYOD clients will be used.    

At ICON we recognise three BYOD environments.  There is the high-density of connections/high-volume of simultaneous-logons environment typically found in schools, sports arenas, and entertainment venues.    

Second is the high-volume of managed connections environment most often found in hotels.  

Finally, there is the environment in which the BYOD clients roam and run connection sensitive applications.   The classic example is a voice over Wi-Fi solution.  Other equally important examples include Wi-Fi connected AGVs or roaming devices running real-time Wi-Fi connected applications often found in warehouse and logistics.

Unless the wireless provider is aware of the of BYOD environment it is working with it won’t be able to provision it with the right WLAN infrastructure.   It’s not about choosing which manufacturers access points and controllers to use. It’s about knowing when to deploy the traditional Wi-Fi infrastructure technology as provided by major vendors such as 4ipnet and when to deploy the patented “Blanket” technology developed by Extricom and now owned by Allied Telisis.   

Most vendors, even the majors, support only one technology. ICON is one of the few companies which supplies both the “Blanket” Wi-Fi infrastructure from Extricom - Allied Telisis and a traditional Wi-Fi infrastructure from 4ipnet and supports and trains it partners in selecting and deploying both infrastructure solutions.

The impact of 4G on the wireless market?

Deploying 4G connectivity to run and access applications is a valid solution for staff who work off-site, but for on-site staff and in-building connectivity to IIoT applications and voice services it does not work.   

Issues of in-building coverage and access to UC productivity tools means 4G based solutions are not competitive against WLAN networks for in-building service provision.   
Also, you may be happy to give a Wi-Fi device to a janitor, but would you give them the latest 4G device - probably not.  Additionally 4G usually means consumer grade handset/endpoint solutions that are not appropriate for the workplace.   

In a recent deployment, the National Theatre opted for a WLAN solution for its mobile voice communications because of, amongst other things, the reliability of network connectivity within the building and the availability of workplace friendly Spectralink handset devices that, because of their proven reliability and cost, could be justified to be given to a large number of staff.

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. 

Telecoms distribution opportunities in 2013

ICON is the UK leader in voice mobility wireless infrastructure solutions (VoWLAN), wireless handsets and specialist IP-PBX solutions and in 2012 it consolidated this position by extending its portfolio to include Wi-Fi infrastructure from the technology leader Extricom.  

The brands it now distributes include the SpectraLink, KIRK, Extricom VoWLAN solutions, and the specialist IP_PBX solutions Wave IP from Vertical Communications and FortiVoice from Fortinet.

Hot products and applications

Hot for 2013 will be WLAN solutions for voice and other triple play applications such as available from vendors SpectraLink and Extricom.  

Growth in BYOD is fuelling an explosion of demand for 4^th generation Wi-Fi infrastructure which can handle high bandwidth voice, video, and data applications and at the same time support a secure and robust BYOD policy.  Mark Shane, Sales Director for ICON commented,

“With its unique channel Blanket technology we expect the Extricom solution to win increasing penetration as a result of its ability to deliver a wide coverage area, guaranteed bandwidth with easy deployment in Triple Play and VoWLAN environments.”

Market Trends

 In 2013 the biggest driver in the market is expected to be the increasing use of BYOD in the enterprise and public space.  People are increasing expecting organisations and venues to provide Wi-Fi access and in educational establishments the development of IT teaching based on tablets is fuelling demand for robust Wi-Fi infrastructure.  These BYOD’s are stretching the capability of traditional Wi-Fi infrastructure especially in situations such as schools and stadiums where simultaneous logons en-masse can cripple a network.  Mark commented,

 “Since partnering with Extricom we have seen a number of enquiries from our channel partners for WLAN solutions in large public spaces and I am confident that we will see a growing demand for 4^th generation VoWLAN solutions throughout 2013 and into 2014 as institutions and public places look for and deploy high bandwidth VoWLAN and BYOD access Wi-Fi networks.”

The UK PBX market - a review in 2012

Where is the market is going?

Full UC trend continues

The structural trend towards full UC is continuing with vendors packaging more UC features into their standard offering.  The Vertical Communications Wave and Microsoft Lync CPE solutions both offer a mobility solution for mobile phones.    

Downwards for price

However, a key trend to emerge in this market since the start of the year is the downward pressure on the price performance curve.  In the last quarter vendors have launched CPE solutions with increased functionality and higher connectivity at price points which drive the solution down the price performance curve.   

The new FortiVoice IP-PBX

Vertical Communications has bundled 5 years warranty and a free BYOD app with its CPE Wave IP, Fortinet has rebundled and renamed the TalkSwitch CPE solution in a new offering called FortiVoice with offers a substantially lower cost per line for the end user.

Longterm this downwards pressure on the price performance curve will have the effect of tightening the market those in the channel with solutions which are not value competitive.

 

Integrated application- BYOD functionality

True Out-of-the-Box integration is rare in the CPE market but a few vendors are beginning to bundle applications with their solution.

The focus seems to be on BYOD functionality and UC capability for BYOD.  The top vendors are Microsoft with its Lync platform and Vertical Communications with tis Wave solution.  Both offer free mobile apps which extend the capability of the CPE PBX to the mobile phone. 

The Wave BYOD solution is so integrated with the CPE that a call made by a mobile phone user is indistinguishable from one originating from a desk handset.

Hosted telephony & its impact on CPE solutions

CPE business to continue

Hosted solutions have not traditionally competed with the CPE solutions distributed by ICON and long-term the impact on of hosted solutions our Channel Partner CPE business is not expected to change radically from what it is today.    

ICON has always acknowledged the importance of hosted solution in the marketplace but is of the view that this is not a disruptive technology.  Longterm it is unlikely that the market will migrate to hosted solutions.  

The reasons to buy hosted

The motivation for hosted as opposed a CPE solution is driven by the financial imperatives of the firm not its communications requirements.  Hosted or not hosted decision is firmly based in the firms need to manage Capex by using Opex.  The only scenario in which hosted solutions will displace CPE equipment is as a result of some financial imperative which makes investment in non Capex solutions attractive.  A fiscal policy which favoured Opex solutions would have this impact but in the medium term is not likely.

Accreditations costs - slipping out of control?

As distributor for a range of global brands ICON has always recognised that the cost of accreditation can be a formidable barrier to the Channel taking up a solution. When you need to guarantee a certain percentage of staff skilled in the solution and hold stock this can be a significant capital expense even for an established firm.   

High accreditation costs have the effect of tying a reseller into a vendor restricting the options for growth.   

In the UK ICON has provided one of the most open accreditation schemes available.  Its solution training and accreditation for its Vertical, and Fortinet IP-PBX solutions have always been delivered at subsidised cost.