MARKET REVIEW
www.comms-dealer.com
SIP Trunks: Communicat
At last there’s something to smile about: SIP Trunking
has come of age, is set to sweep the board, offering
cost savings and flexibility to businesses of all sizes,
and heralding a compelling proposition for comms
resellers to take to their cost conscious customers.
G
amma’ success providers can benefit Paul Cloudsdale, Technical and update their product
with SIP in from adding SIP trunking Director at O-bit Telecom, portfolio to reflect the new
2009 is a sign to their product portfolio. says resellers shouldn’t have technologies available.”
of the times. The number flexibility any fears about offering
The company enjoyed an and business continuity VoIP or services over SIP According to Cloudsdale,
‘excellent year’ in the area elements inherent within a anymore, as connectivity resellers are not afraid of
of SIP Trunking and Hosted SIP service enables resellers issues are no longer a big SIP, they are unsure of its
IP Telephony services, with to build unique solutions problem. “The quality of credibility. “There is still a
strong general growth to the end customer. VoIP and SIP services has lot of scepticism around
and some high profile “These solutions offer far increased enormously the level of maturity of the
customer successes. As greater margin potential over the last ten years. technology, both of SIP and
for SIP Trunking in 2010,
Alan Mackie
and contract length End user devices, networks VoIP, and many dealers
Gamma will be launching than selling commodity and codecs are much still don’t believe that the
a combined Ethernet and a three to five year ISDN/PSTN and CPS more advanced, and it technology can deliver
SIP Trunking service allowing contract with the customer, services,” added Mackie. is now difficult for end everything that it promises,”
customers to compete with compared with the users to notice that they he said. “This is something
ISDN 30 services, providing traditional voice solutions The roll out of IP are using VoIP,” he said. that I can’t stress enough:
high availability, high which can invariably connectivity suitable SIP and VoIP is reliant on
quality solutions to SMEs, be transitioned after 12 for voice services has For those resellers who the quality of the network.
mid-market customers months,” said Alan Mackie, advanced greatly in the concentrate solely on These services are only
and corporates. Comms Senior Product Manager past 12 months or so. traditional voice, there is a as good as the network
dealers are well positioned at Gamma Telecom. Services such as Ethernet strong possibility that they providing them, and as a
to provide such SIP services and Gamma Telecom’s IP will lose customers to other reseller you wouldn’t be
to customers. They have He noted that value added Assured services provide resellers and VARs who able to guarantee quality
the experience of selling, resellers are increasingly high quality services are offering SIP services, of service if you’re offering
supporting and billing these selling SIP Trunking solutions designed to support VoIP. believes Cloudsdale. these solutions over a home
services effectively. For the as part of an overall “The general availability “By not offering these broadband connection.
IP elements of the solution, converged voice and data of affordable, high kinds of products, voice Bandwidth is key to proving
providers such as Gamma solution to their customers. quality voice capable resellers lose out on the VoIP and SIP services that
can assist in providing “The ability to sell a voice access services, in every opportunity to offer customers will want to use.”
end-to-end solutions that solution alongside the data area of the UK is still to services relying on the LAN
include the IP access services offering enables be achieved, and it is infrastructure of a business,” The main reason businesses
network and SIP services, VARs to secure customers key when selling VoIP he warned. “Traditional are moving into SIP is
allowing the reseller to on long-term, high margin services that the correct voice system resellers sell convergence and the
concentrate on selling and contracts,” he said. “Stats bandwidth solution is equipment, and in the cost savings it can bring.
supporting the customer’s would show that if an utilised,” observed Mackie. LAN environment there are “With SIP, a common
business requirements. end customer is taking even bigger opportunities infrastructure, like a business
three or more services “The simple mantra in to sell equipment, such as broadband connection,
“VoIP services enable from a solutions provider, selling VoIP services is if LAN switches, cabling, and can deliver multiple
comms dealers to secure customer retention is at the bandwidth is scaled firewalls. VARs are only a applications, including VoIP,
customers on long-term approximately 92 per correctly and of the threat to traditional comms videoconferencing, instant
contracts, the solution cent. For a traditional data required quality then a dealers if they don’t learn messaging and multimedia
tied into the equipment services provider, adding profitable solution can be to adapt to changing streaming. This provides
provision, and porting of SIP Trunking to the mix achieved. If the wrong technology. Comms cost savings as there is only
the customer’s numbers certainly makes sense.” bandwidth is deployed, dealers will get left by the one hardware platform
allows resellers to build All resellers and solutions problems can occur.” way side unless they adapt to manage, rather than
CN awards open for entries www.cnawards.com
36 COMMS DEALER MARCH 2010 www.comms-dealer.com
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