Nuvola Distribution is a clear reflection of irresistible market forces, and its Managing Director's character, outlook and drive have been equally shaped by compelling influencing factors - so it's no accident that the combination of Nuvola and Michael Lloyd is a force to be reckoned with.
A conjunction of personal influences have instilled in Lloyd a strong work ethic. Role models in this respect include his father and grandfather whose work philosophy, based on diligence, honesty and knowledge, made an early impact on Lloyd. These traits were put to good use early in his career when selling Olivetti word processors to companies in London. Cold calling provided a solid foundation in sales, and Lloyd also learned how to turn a 'no' into a 'yes', and he quickly realised that you only get out of life what you put in, reinforcing his appreciation of the balance between effort and reward, and building on the strong work ethic already at play. "There is no substitute for hard work when it comes to achieving success," said Lloyd.
Nuvola Distribution was created out of Nuage Communications which was formed in 2010 by Lloyd and Operations Director, Nigel Emerson. The company operates as a dedicated services business working exclusively within the channel, delivering expertise in UC, VoIP, contact centre, WLAN, Lync and mobility. Nuage evolved into the services division of Nuvola Distribution which was created three years ago to distribute technologies and services around UC and VoIP solutions. Nuvola Distribution is now a fast growing VAD that provides both services and product, underpinned by sales, marketing and technical support.
The first brand distributed by Nuvola was the Alcatel Lucent Enterprise range, making it one of just two distributors in the UK. The company is also a ShoreTel EMEA Services partner and last year was awarded the distribution licence by ShoreTel. Nuvola then targeted the cloud market with its own hosted UC solution, Nuvem, which is now the foundation for other cloud services planned for the future. "From the very beginning we saw an opportunity in the marketplace to offer UC services, hence the business was built around this proposition," said Lloyd.
The shift from on-premise to cloud solutions is a big trend noted by Lloyd, along with the growing popularity of 'as-a-service' subscription models. "UC is the main area of differentiation," he stated. "The business change required to understand and deliver services is not an easy one for resellers, but we have been doing this for six years and are very proficient. We can add considerable value with our experience, expertise and qualifications; and our proposition enables resellers to offer a complete portfolio of UC solutions and services to their customers."
Nuvola's target markets are existing UC partners and IT related businesses, and its strategy is paying off with more than 35 per cent year-on-year growth. "Providing customers with product-only is clearly not the way forward," stated Lloyd. "The web and cloud are changing the marketplace and the way that people and businesses source products. We are seeing a high demand for 'Everything as a Service' along with consumption-based pricing. This means resellers and SIs have to, more than ever, provide solutions customised and tailored for their customers' requirements, and subsequently wrap services around those solutions.
"To do this effectively will require a sharp focus on specific market profiles and vertical markets. Resellers also need to embrace IoT technologies as these are changing everything. And most importantly, resellers will need to develop their partnering abilities and form relationships with businesses that complement their own skills and capabilities."
The profile of Nuvola's partners range from small owner run businesses up to some of the largest system integrators in Europe. As well as offering them managed services and solutions around cloud technologies the company has also launched a loyalty programme, called NuLoyalty, which offers free MAC hours based on spend. "The NuLoyalty programme helps resellers improve their knowledge, quality and standards of delivery, allowing them to differentiate in their marketplace and improve customer retention," explained Lloyd.
Everyone at Nuvola has a clear understanding of the business direction. Its culture fosters collaboration and the business has a family atmosphere. "Many of our employees are family members and have a vested interest in the success of the company," said Lloyd. "Since inception we have enjoyed a 95 per cent staff retention rate, which is an achievement in today's employment market. People are our most valuable asset. They are what makes the business really work, and I've learnt that staff members should be considered in all decisions. I now spend more time reflecting on important decisions and I try not to sweat the small stuff."•