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Continued from page 32
Another vendor thriving in the productivity). “The difference a dedicated IT department.
lower reaches is Orchid Telecom. between these is not to do Ease-of-use is therefore key.”
Sales of the Orchid phone systems with the number of extensions,
have increased month on month but more to do with the size Bartolo notes that companies of all
over the past year, and Jim and characteristics of the small sizes are investing in communications
Mortell, Managing Director at business,” said Shane. “To break technologies and Avaya is seeing
the firm, attributes growth to the into any of these the channel strong uptake in the SMB market
current economic climate, greater partner needs to understand where it can offer a real business
awareness about Orchid’s systems the dynamics and motivations edge. “Now more than ever, as we
via the Internet search engines, in the individual markets.” recover from tough economic times,
and a range of entry level systems we are definitely hearing from this
at realistic prices. Mortell believes The small PBX market is generally market that they want affordable
that the main inhibiting factor for flat, but Shane says not all of the solutions that solve real-business
poor penetration into the bottom small business market has suffered.
Anthony F. Bartolo
problems and drive customer
end PBX market has been lack of “In the high end niches of the loyalty,” he added. “Unified
reasonably priced products with small business market sales of certainly in the long-term, small Communications, for example,
basic features, with most dealers the TalkSwitch and Wave have businesses will be an important gives businesses the tools to drive
still offering the corporate solution been maintained,” he noted. market for the on-site/off-site productivity through efficiency, and
to a relatively naive market. “These niches seem to have some mobility provided by FMC solutions the flexibility that it offers employees
resistance to the downturn. This such as uMobility,” he believes. leads to improved customer service
He said: “Resellers can increase maybe because these solutions and more accessible and responsive
volume sales by offering customers are seen by the small business as To realise the market potential in staff. The beauty of UC is that it
a range of entry level systems at a key tool for increasing profits the lower reaches it’s important to can be anything you want it to
realistic prices, and by not selling and business, and decisions to understand the position that your be. If an SMB wants a complete
them features they don’t need buy are more considered and less customer is in, notes Anthony F. IT overhaul with all the latest
or understand. If the customer’s influenced by external events.” Bartolo, General Manager, SME and applications – that’s great. But they
business expands they will be Contact Center Communications can also choose to upgrade their
back in the market for a more In the professional small business at Avaya. “The job for our business systems gradually in order to cause
sophisticated solution for their niche UC itself is not asked for, but partners is to marry the right less of a dent in their finances.”
telecom requirements.” many of the individual elements product with the right business
and functions of a UC system need to ensure each customer Over the past year Avaya has
Mortell says the majority of small – unified messaging, presence, is getting the best out of the witnessed many smaller businesses
businesses just need Hold and and voice conferencing – are technology,” he said. “Particularly take the evolutionary approach
Transfer, Auto attendant, Auto purchasing influencers for the small in our current economic climate, to communications rather than
Fax detect and System memories. business owner. “Often these are customers need a higher level of making large upfront investments.
“Most people with a corporate packaged as standard, as in the support from resellers throughout “It is, however, still encouraging
background understand the Wave IP business communications the implementation. Incentives like that the SMB market clearly sees
benefits of SIP and hosted VoIP system from Vertical, along Avaya’s zero per cent financing the gains that can be achieved
solutions. Naturally, if they leave to with other sought after services deal are helping our business through flexible communications
set up a small business they will be such as call recording and partners as it allows their customers in terms of increased productivity
looking for this solution for their own desktop call management, in to move ahead with planned and improved customer
business. But the majority of small a solution which offers out-of- implementations without worrying service,” commented Bartolo.
business customers in the market the-box UC capability for the about a hefty upfront investment
for a PBX want the ‘box on a wall’ small business,” added Shane. as for many this is not an option.” According to Bartolo, back-
solution, start trying to sell them a end technologies such as SIP
hosted VoIP solution and you get Mobility is an across the board Resellers can also help companies and hosting aren’t front of mind
‘techno glaze over’,” he added. requirement in the small business evolve their implementations for smaller firms, rather, what
market. At the moment on-site by allowing them to gradually they typically want is a way to
The bottom end of the market is far mobility solutions such as the take up new technologies with pay for communications in a
from homogenous. The inhibiting Polycom KIRK solutions are strong a step-by-step approach. This manageable, predictable fashion,
factors, features and motivations sellers into the small business piecemeal approach works and technologies like SIP trunking
change from one niche to the market, says Shane. “The on- well in the PBX market so it’s an can help them to lower expenses.
next, observes Mark Shane, Sales site/off-site mobility functionality easy buying pattern to support, He added: “Many SME customers
Manager at distributor ICON. He provided by FMC solutions such says Bartolo. “Another key point show a desire to keep their
splits the small business product as uMobility is not being bought to bear in mind is that in-house equipment on premise, but this is
market into three: Basic small by the small business, but it is our technical know-how can vary slowing changing. We work with
business systems (simple no thrills view that in the medium-term, and as not every small firm has our customers to deliver services
basic telephone system), value that best fit their requirements, but
small business systems (offering the important thing is that we are
‘bang for your buck’ in terms of
The majority of small
working to address their business
cost per feature), and professional
business customers want
needs with a solution, rather than
small business systems (top end leading with the technology itself.
small business systems used as
a box-on-the-wall solution It is with this approach that we start
a tool for increasing profits and to see inroads.”
n
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34 COMMS DEALER MARCH 2010 www.comms-dealer.com
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