MARKETWATCH
www.comms-dealer.com
Go big on small systems
SMALL SYSTEM SEGMENT
The lower levels of the PBX market are populated
onto a system they should also
be looking at trying to include
by a large number of businesses that have broadband services and minutes
traditionally been more difficult to reach than
which locks the customer into
them. This will generate a regular
the bigger fish. However, with the right solutions revenue stream with maintenance
resellers can thrive on small system sales.
as well as a one off purchase. It
allows them to provide a service
as well as product, building
closer working relationships.”
he small business sector now have the freedom to offer Toshiba gained market share in
T
is going from strength solutions to meet most budget the lower reaches last quarter
to strength as demand and functionality requirements. compared to the same period in
for new phone systems “ITSP agnostic, interoperable 2009. The key driver for growth is
bounces back after the downturn, with any open SIP handset and spending patterns in this market.
observes ipcortex Director Rob with no artificial limitations on the Businesses are now prioritising the
Pickering. “We do however need number of users or the functionality purchase of robust and reliable
to realise that this isn’t just a return it offers, the VoIPCortex IP PBX technology, and are looking to
to business as usual,” he noted. allows resellers to differentiate spend the minimum possible,
“Channel players need to be themselves, add value and says Daniel Fuller-Smith, Sales
aware that the rules of the game maintain margin. The key
Rob Pickering
Manager at Toshiba BCD. He
are different. Customers in this ingredients required to succeed in believes that a recognisable
sector have significantly different convergence,” Pickering claims. It’s almost like the missing piece and solid brand is crucial in this
expectations to those that were of the jigsaw. In the past it may market. “Productivity is also a
typical a couple of years ago. High end applications and have been cost prohibitive for end key demand for this market,” he
Understandably, the leaner, fitter technologies are now available users to embrace technologies added. “For example, we often
businesses of today are demanding at the lower end of the market, such as SIP but by releasing see customers with multiple sites
real value and efficiency savings driving the smaller PBX market in a these new breeds of system, keen to interconnect the systems
from every pound they invest new direction, stated Tim Freeth, manufacturers have created to enhance productivity while
in business equipment.” Head of System Sales at Nimans many more sales opportunities.” maintaining and reducing staffing
and Rocom. He has been working levels. This applies to both low and
As a result, notes Pickering, on the front line with dealers for Freeth noted that resellers working high end contact centre set-ups.
big leasing deals for bloated the last four years and says the with just one brand now have
systems have become less of a smaller end of the market has a full kit bag to go out and sell. “Also, businesses this size are often
viable option, certainly when evolved – as technology flows “It makes logical sense from a looking to share resources between
concerning the larger end of down from bigger market sectors manufacturer’s point of view,” he offices, where linking contact
this diverse market. “Instead, – putting sophisticated features said. “They have invested a lot of centres can be particularly useful.
the focus is upon cost effective within reach of all businesses time and money in a product and Tools such as tracking missed or
systems that allow businesses to whatever their size. “Many major positioned it in a certain market dropped calls and enabling home
achieve an immediate return manufacturers are pushing new sector, perhaps 30 users and above working facilitate this improved
on investment while at the same technologies, especially SIP. Smaller but they’ve now managed to fill productivity. Tools that enable
time allowing them to stay flexible businesses are beginning to realise a very important gap. The lower more seamless communications
and competitive for the future,” the cost savings available, but end of the market is where big also help present the company
he added. “Smart resellers can they need the systems to work on volumes of businesses operate.” as a more professional entity. For
exploit this trend, but they need that platform,” he emphasised. example, by setting up sales or
to have the right approach. They He says there is a growing accounts message boxes rather
should be offering the full package “There’s been acceleration in appetite in the smaller PBX than using a personal mailbox.”
of cost savings, a full UC-centric technology filtering down as more market for higher end features.
feature set and, of course, solid manufacturers release smaller He continued: “From a dealer’s A proven background of
reliability. Something for which versions of their flagship systems, to perspective SIP is becoming investment protection is also
cost effective CPE is still king.” create a more level playing field much more important. If they key to ensure that customers
at the lower end of the market. can wrap SIP-based applications feel comfortable parting with
According to Pickering, it is the money during these tough market
‘full package’ that has made conditions. Customers are keen to
the VoIPCortex IP PBX a popular
Channel players need to
remove as much of the costs as
choice for SMEs, with unit sales
be aware that the rules
possible, reusing existing cabling
doubling in the past year alone. or even the current system by
As its based on open standards
of the game are different
upgrading where possible.
it brings flexibility to resellers, who Continued on page 34
32 COMMS DEALER MARCH 2010 www.comms-dealer.com
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