SPECIAL REPORT Tech trends spark fresh d
The time is ripe to pick low hanging fruit in the connectivity space but despite plentiful opportunities a large number of resellers still underserve this market.
larger corporates. They often want to create an IP Virtual Network to connect multiple offices and remote workers, provide access to cloud-based applications to all employees, integrate voice into their networks and ensure business continuity. “Our experience is that the whole connectivity market is currently booming,” added Farnden.
The connectivity market is fast moving and Entanet keeps an eye out for trends and opportunities and alerts partners to potential new areas they might consider targeting. “We also provide them with useful tools and reports to help them easily identify potential up- sell opportunities,” added Farnden. “For example, we recently launched our ‘upgradeable accounts’ report which enables partners to easily identify accounts that are now able to benefit from faster broadband services such as ADSL2+ and FTTC.”
G
rowing adoption of hosted services such as cloud computing and
VoIP is handing connectivity resellers revenue opportunities on a plate, but despite this market growth many other resellers miss out on the available opportunities. “While some have recognised that hosted services are dependent on the underlying connectivity and we are working hard to up-sell faster broadband services and more resilient Ethernet solutions such as EFM, many others are letting sales pass them by,” observes Entanet’s Head of Marketing Darren Farnden.
A big stumbling block, says Farnden, is appreciating the
importance of connectivity to the success of hosted solutions. “Without a resilient and fit-for-purpose connection the application will fail, but get the
supporting connectivity right and the customer will be able to take full advantage of the savings and improvements such applications afford,” he stated.
Despite the slow starters, Entanet’s partner enablement schemes have helped many resellers address these market opportunities. “Over the past 12 months we’ve seen an increase in appetite among resellers to provide Ethernet and leased line solutions, in particular complete IP VPN solutions,” noted Farnden.
“Some resellers are becoming more aware of the higher margins and longer contracts available through these higher end connectivity solutions. This, coupled with an increase in demand for such services, has led to 42 per cent uplift in our complete IP VPN solution over the last year. This is a trend we expect to continue and a market we are encouraging the channel to investigate.”
The get the connectivity piece right Entanet encourages partners to employ a consultative selling approach. “We determine the importance of the connectivity solution to the business by asking them what the worst
case scenario is if their connectivity goes down,” explained Farnden. “From these answers resellers can propose the right solution.”
Strong demand
Demand for connectivity in the SME market is booming. Small businesses now have access to tools and applications such as CRM, VoIP, data backups and email marketing systems. However, by using such applications the business becomes increasingly dependent on the quality and reliability of the connectivity and that presents resellers with a valuable market opportunity. Farnden has also noted an increase in demand for bespoke connectivity solutions for
O2 Wholesale is seeing most traction on its higher upload products like Annex- M, as well as its unlimited products. “We are seeing usage demands increasing over the summer and expect this to continue, driven mainly by the growth in uptake of cloud, VoIP and video technologies which demand more upload capabilities,” said Dan Cunliffe, Head of Partners & Strategy, O2 Wholesale.
Resellers need reliability of service, capacity and throughput in order to maximise the potential market for connectivity solutions. Having the right support and more control of the services they buy is also crucial, noted Cunliffe.
Instant Ethernet & EFM pricing from Virtual1. Find out more at
www.virtual1.co.uk or call us on 0844 884 0800. Total Network Freedom.
50 COMMS DEALER AUGUST 2012
www.comms-dealer.com
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