Embracing Change - April

While the channel remains focussed on embracing change, I think it’s just as important that we de-mystify the products and services we put to market.

For those who are used to traditional telecoms, introducing new services can be a daunting prospect, particularly if the opportunity isn’t clear.
There’s much hype and buzz around cloud computing at the moment. It’s important to remember that applications “in the cloud” are nothing new. The cloud is simply now the way in which types are services are referred to, many of which have been around for years. Email, for example, is a service in the cloud that many businesses have been using since the Internet began.

From a telecoms prospective, it’s not always easy to manage the transition from being a voice reseller to an applications business, but that’s where the role of the aggregator lies. The most important aspect is launching services that will clearly benefit both your business and the end user. I often hear people talking about the cloud, but forgetting to address the opportunity for the channel in terms of what the reseller can learn and make from it. As with any service, deploying cloud applications has to be driven by customer demand.

For Daisy Wholesale, our advice for the channel is work with your aggregator to develop the services you understand. Don’t try to immediately embrace mass application; gradually ease yourself in by offering quick win applications, such as hosted email. Remember you will not be able to convince customers to make the move to the cloud overnight.

It’s just as important for resellers to remember that embracing new products is also about mitigating your risks. You need to get to a position where you are able to offer the same and better applications than your competitors, who will also be thinking about their clients’ strategy. Start thinking about how you can launch applications to suit a requirement in your customer base and protect your traditional business. Loyalty in customers is important and the greater mix of services, the larger their trust in you and the longer they will continue to work with you.

One significant benefit for the channel is that cloud applications offer a much better margin than traditional voice – sometimes triple digits. The same opportunity tends not to present itself with traditional communications services, which makes it all the more appealing to embrace the change.