What's the channel's priority now? Not reacting passively to cyber attacks but doing everything possible to stop them happening, urges Steve Nice, Chief Security Technologist at Node4.

Let's not assume that it's the CEO's sole responsibility to ensure that castle walls are erected to protect against the ever present and growing threat of cyber attacks. We must acknowledge that there are degrees of responsibility - and the channel has a duty to educate end users and help build that wall, says Nice. "The channel needs to educate customers about the realities of this new security landscape," he said. "In a new open digital world data is no longer located purely in the data centre. The edge has pushed far into operational technology, cloud and mobile. In this environment organisations will need to define their acceptable level of risk and focus security resources where they are needed most."

Gartner predicts that by 2020, 60 per cent of enterprise information security budgets will be allocated for rapid detection and response approaches, up from below 30 per cent. This increase is a reflection of the transition towards cloud-based digital business which is having a significant impact on the security requirements for all organisations. And the opportunity for the channel is clear - to help customers keep pace with a rapidly evolving and increasingly complex threat landscape. But the way ahead is not so straightforward.

IT departments are under pressure to balance the need to protect their business with the requirement to keep it running. In this scenario, prioritising limited security staff and resources will become more important. Enter security as a service. "Customers are showing a preference for security products in an 'as-a-service' format," said Nice. "Node4's Managed Security Service offers channel partners a market ready security solution designed to help end users identify and prioritise threats so they can isolate risks and take preventative action as well as respond effectively to incidents when they occur."

Node4 has developed a Managed Security Service that addresses the security needs of the SME and mid-market sectors. Its service offers a Defence-in-Depth Security Strategy comprising all the components required to protect local, infrastructure and cloud resources with overlapping security tactics.

Nice also noted that mobile devices are emerging as the biggest threat as they become more powerful and ubiquitous. It is forecast that up to 25 per cent of corporate data traffic will flow directly from mobile devices to the cloud, bypassing enterprise security controls. "This means that organisations need to address cyber security risks in technologies and assets they don't necessarily own or control," added Nice. "This calls for a people-centric approach to security which gives each person more autonomy in how they access information and use devices."

By far the biggest internal threat is the human element. Not through malicious attacks, but through errors made by employees. "This will come as no surprise to any IT manager that has had to deal with the fallout from a lost laptop or company phone," said Nice. "The more devices we have, the higher the chance of this happening."

In an increasingly connected world, clicking the wrong website link, for example, or exposing company data on an unsecured area of the cloud is all too easy. Furthermore, there was a time when leaving sensitive printouts on a train or in a taxi was a bad enough risk. Today, all of a company's data might be stored on a single micro SD card and easily misplaced.

"The human error vector carries with it more risk than ever before," added Nice. "There is a huge opportunity for the channel to play a more consultative role with their customers, highlighting the reality of today's security environment and helping them to develop policies that mitigate risk for employees, be that in the workplace, a home office or on a train."

The key to good security is having the right system continuously monitoring the threat environment and managing security risks. Organisations will be looking to outsource a large part of this function to a managed security provider, simply because the cost of keeping abreast of the evolving landscape will be prohibitive to all but the largest organisations. But despite the cold cyber facts, adequate security budget decisions will only be made where there is a full understanding of the threats and risks at board level.

"CEOs will become more aware that a lack of effective cyber security measures will pose a real threat to their organisation," commented Nice. "Gartner has already predicted that by 2020, 60 per cent of digital business will suffer major service failures due to the inability of IT security teams to fully manage digital risks. More business leaders will be asking themselves if they can afford not to have the right levels of protection in place."

One of the channel's most important roles is to educate the end user, emphasised Nice. "We recently carried out research into the IT priorities of the mid-market in which 63 per cent of IT decision makers say that security is a top priority, but most of them have inadequate security in place," he commented. "And while 74 per cent have anti-virus protection, just over half have data encryption and only a third have intrusion detection. It is down to the channel to educate customers about the scale of the security threat in a cloud-based digital world."•

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Philip Carse, Analyst at Megabuyte.com, reports on the recent performance of leading companies in the comms space during the last quarter.

This last quarter was a bad one for the UK telecoms big boys. BT further downgraded EBITDA guidance for fiscal 2017/18 (March). The £7.5-7.6bn EBITDA guidance compares with £7.654bn reported for 2016/17, and £7.9bn prior to the January profit warning - all due to the Italian accounting scandal and UK public sector and overseas corporate pressures. TalkTalk significantly undershot already reduced EBITDA guidance for 2016/17 (EBITDA rose 17% to £304m versus prior guidance of £320-360m), and Charles Dunstone marked his renewed involvement with a strategic shift towards growth over profitability that will impact EBITDA in the current year (guidance of £270-300m).

Weak ARPUs at Virgin Media led parent Liberty Global to downgrade EBITDA guidance, and following March's downwards revision of Project Lightning premises passed in 2016 due to misreporting, the company also said that the 2017 rollout will be below plan but refrained from publishing a new target. Vodafone UK continued to be a poor performer with fiscal 2016/17 EBITDA down 16% to €1,212m. The company's reasons included the well publicised billing system issue, increased competition in enterprise mobile and the loss of two fixed line contracts. Notably, TalkTalk Business and Virgin Media Business have been less impacted by trading issues than their consumer-focused sister companies.

In contrast to the bigger player woes, smaller company reporting (public and private) has again been dominated by decent numbers from several connectivity and network infrastructure players including Exponential-e, M24Seven, Ask4, Arqiva and CityFibre, as well as from some business comms providers including Gamma, Maintel, Adept, Charterhouse and Focus Group. In contrast, multi-utility reseller Telecom Plus reported below expectations numbers and guided for flat profits in the new financial year due to customer acquisition costs.

Period of interesting corporate activity
This last quarter saw an interesting range of corporate activity including substantial funding for Gigaclear (of £111m which will fund its fibre to the premise build for about 30 weeks) and contact centre player Starleaf (£31m). The quarter witnessed strategically or sizewise acquisitions for M24Seven/Metronet (Venus Communications, adding a London presence), Chess (Foursys, adding security) and Elite Telecom (Nexus, adding a quarter to EBITDA), maiden post-MBO acquisitions for Sabio (of Rapport) and Wavenet (of Swains and Talk Internet, together boosting revenues by a third), and a strategic review by Arqiva's private equity backers. With more of an IT focus, Claranet Group raised £90m in new equity and completed three acquisitions in France, Portugal and the UK, boosting revenues by 40% to £310m.

Share price
In share price terms, CityFibre (+38%) and Gamma (+23%) had a good last quarter which is more than can be said for BT (-13%). Over the last 12 months, Gamma has topped the charts with a 30% rise despite continued sales by a long term shareholder, followed by Telecom Plus (+23%) and Adept Telecom (+22). Major fallers included Redcentric (-54%) due to its accounting kerfuffle, BT (-29%) and TalkTalk (-17%).

Scorecard moves
Megabuyte has developed the Scorecard, which ranks company performance based on a mix of growth, margin, cash generation and FCF metrics. Student accommodation ISP Ask4 was a big gainer in the Scorecard this last quarter, jumping eight points to 82 (out of a possible 100, and versus a Megabuyte universe average of 59), into second place in the peer group. Other gainers off the back of 2016 results included Gamma, Maintel and LoopUp, while contact centre player Sabio was a notable faller due to cash flows associated with its MBO.

Notable additions to coverage include business comms provider Bistech and conferencing numbering provider Numeric Futures, which both enter the peer group Top 5, while G3 Comms is just outside the Top 10, but Network Telecom comes in at a lowly 38th place due to low OCF and FCF conversion.•

IS Research publishes www.megabuyte.com, a company analysis and intelligence service covering over 400 public and private UK technology companies.
philip.carse@megabuyte.com

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Centile's renewed focus on the UK channel is playing into the hands of resellers who want to gain control of their own destiny by adopting a PaaS-led and mobile-first approach to market, according to Director General Bertrand Pourcelot.

Whatever blizzard of spin is applied to Brexit and 'economic uncertainty', the advance of Centile into the UK channel market shows no sign of hesitation. Its status here will be enhanced by newly appointed Business Development Director Justin Hamilton-Martin who is already reinforcing the certainty that underpins Pourcelot's UK ambitions with new channel partnerships. "With Justin's experience in the telecoms market, including CEO roles at service providers 8el and Ultracomms, plus many consulting projects, he is well placed to engage with the UK service provider community," stated Pourcelot. "Justin is already bringing new resellers on board to our PaaS platform and we are confident that 2017 is going to be a great year for Centile in the UK."

Centile's positioning as a viable alternative to BroadSoft is catching the eye of potential partners in the UK, according to Pourcelot, who has high hopes for the success of the firm's channel push. "The UK market needs providers who can differentiate, make additional margin and gain control of their customer experience," he added. "We're well known in other countries, but not here. This year we're focusing on the UK."
The UK currently accounts for 10 per cent of Centile's revenues. Overall, the company is growing between 15-20 per cent in annual revenue terms and adding four or five new employees per year, building on its current headcount of 40 mainly based in Sophia Antipolis in France, Europe's largest technology park. They support circa 100 service providers in 20 countries.

"While we do have some big service providers in our customer base we also work with many SMEs that realise the potential of services such as IP Centrex and FMC," said Pourcelot. "For example, we're seeing traditional PBX dealers move into cloud-based services. Platform-as-a-service is an opportunity for us to help market players who don't have the technical skills or bandwidth as part of their daily operations."

Platform for growth
Centile describes itself as a European developer of UC and fixed mobile convergence platforms for operators and integrators. The firm was established in 1998 when broadband connectivity was emerging as a market reality along with a number of small service providers. The idea behind Centile was to develop a telephony system that was easy for these providers to offer to their enterprise customers via broadband. Pourcelot joined the company as it was coming out of start-up mode and beginning to grow. His background is in software development and project management on international projects, including ten years working in the space industry.

"Developing software for the French army or image processing for meteorological satellites gave me a solid background in understanding what mission critical projects need," he said. "One of the common failings of many start-ups is that they struggle to have the rigorous processes needed to grow a company while keeping the agility and flexibility to move fast. I was brought on board to address those requirements based on my experience in challenging software development projects and delivering mission critical products."

The company was later acquired by 8x8 which funded much of the R&D and led sales while the Centile team focused on developing software. But when the dotcom bubble burst 8x8 sold many of its assets including Centile. "Even though the first few years of this century were a tough time in the industry we already had some IP Centrex customers, especially in the Nordics," said Pourcelot. "In 2008 additional investors were brought in, the whole market turned around and we've grown ever since."

Centile made an early transition from a traditional capex pricing model to an opex one. The company name even refers to its adopted revenue share pricing model (Percentile). Another milestone was the company's early focus on the mobile market and the launch of its mobile platform in 2010. "Our first customer was Elisa, Finland's biggest mobile operator which was already on our books," commented Pourcelot. "With more than 250,000 subscribers that was a big step forward with full convergence delivered via an opex pricing model. Other customers include VozTelecom in Spain, Bahnhof in Sweden, Pace Telecom in the UK and many more in France such as Bretagne Telecom, Adista and VoIP Telecom."

Fixed mobile convergence will be key for Centile in the UK, pointed out Pourcelot. "There are some initiatives but not as many as other countries such as the Nordics where the idea of mobile-first or even mobile-only is a reality," he explained. "Most of Elisa's customers only have mobile phones which they use for both their fixed and mobile numbers. France is also well ahead on FMC. We want to bring all that experience to the UK and see this as a market segment that has the potential to grow fast, particularly as the price gap between fixed and mobile minutes narrows."

As Centile presses ahead with its growth strategy and the development of new features it is also building a 'best of breed' partner ecosystem. Pourcelot added that the company is wedded to an API approach that will drive standardisation and openness across all kinds of technology markets. "Look at how Android caught up with its competitors with APIs that enabled an ecosystem to be built," he stated. "We believe in cloud-based integration and cloud APIs, which is much easier than on-premise integration.

"More widely, we've continued to add new features, new web portals and user mobile apps. We've also seen Centile IstraCloud which provides all the flexibility and cost-efficiency benefits of a multi-tenant platform really take off. Another focus area is our own mobile application on IoS and Android which is designed to offer a better user experience via local contacts and simple tools such as push notification. This is a white label app that we've already introduced in Finland and will be launching globally later this year."

The challenge and the opportunity in this market, says Pourcelot, is to demonstrate to enterprise customers a future proof solution with high end features. "However, our experience is that enterprises aren't always ready to pay for all those advantages so there needs to be flexibility," he added. "Having a good price point for some stand-out services, such as the PBX-type offerings, is important, with the ability to up-sell even more advanced features such as collaboration tools and video.

"We also believe that our 'bring your own lines and networks' approach will enable resellers to move quickly with us and protect most of the long-term relationships already in place. Many resellers already sell private wide area networks and have SIP trunking relationships. We are proposing that they include the Centile PaaS offering to supercharge their core service and enable them to become Virtual Network Operators to complete with the larger providers."

According to Pourcelot the comms industry must leave tradition behind otherwise it will be vulnerable to the rise of commoditisation and less able to compete against new entrants, GAFA and OTT players. "Resellers of products have a real opportunity to evolve into service providers, to drive new revenues and be more competitive," he said. "Mobile-first is one of the biggest movements in the industry. Some countries are already ahead, others less so. It's a huge opportunity, not just for vendors like us but also for resellers and ISPs."

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Oak's founders James Emm and Phil Reynolds not only gave birth to one of the comms industry's greatest success stories they also fathered two boys who have followed in their footsteps and are themselves blazing the R&D trail and carving out a niche with Canada-based Oak Systems International.

Oak Innovation's (formerly Oak Telecom) founders James Emm and Phil Reynolds have for decades proved themselves to be a formidable partnership in the call management space, and during that time their various qualities have been woven into the fabric of their sons who also display complementary attributes that, says William Emm, are an evolution of their fathers' specific areas of expertise - James being the supreme salesman and Phil the master of all things technical. "We're the upgrades," William stated with a smile. "I am salesy and good at opening doors but also have technical skills, while Dave is technical with a flair for sales. There is more cross-over in the skill sets.

"That said, my dad has more energy than me when it comes to networking late into the night. He is one of the most honest, ethical people I know, inside and outside of work. I try to emulate that and it pays off. I didn't think I would be working with him when I was younger, but the opportunities at Oak kept coming and they were hard to ignore."

The move to Canada in 2010 was another unmissable opportunity. The decision was a reflection of the rising software market and the march of globalisation and subsequent requirement for a fresh perspective on where the market was heading. "When we moved to Canada we were at the beginning of the R&D process," stated Dave Reynolds. "We needed an international operation to allow us to tackle the unique challenges of worldwide software delivery that are not seen when your focus is on a single country. Whether it be regulatory, language or market differences, the ability to provide tailored products and the capacity to react quickly to changing market conditions underpins our reasoning for having a team in Toronto."

Oak Systems International is part owned by Oak Innovation therefore does not report back directly to the UK. It works as an independent sales operation in Canada, but on the development side both organisations work in tandem as one entity. The distance between the two operations is bridged by a coherent strategy and blending of resources, and 'space to think' always produces the best development outcome, noted William. "We can have strong debates when it comes to choosing where to put development efforts," he said. "We need to address the newer markets while satisfying the old guard. Being in Canada allows us to articulate new ideas without the immediate influence of our heritage which helps us in our cloud-first approach."

According to David, the move to the cloud is happening quicker in the North American market which plays directly into the hands of Oak's UK strategy, enabling it to take state of the art technology from the Canadian operation and deliver it in a format that can be consumed by UK customers. "Our team works exclusively on cloud-first products such as our soon to be released real-time reporting product," explained David. "The new product range is capable of ingesting data from a variety of sources such as PBX, CRM systems and IoT devices, which enables us to enrich telephony data and provide meaningful insights. This leads to actionable metrics which is what everyone needs. Historically, we provided telephony views and reports but ultimately they only tell part of the story. Customers need to better understand the context of the data we provide."

As well as the movement to the cloud, William also sees a migration towards companies such as Twilio that provide infrastructure as a service, enabling smaller vendors to offer technology that exceeds the capabilities of SMB PBX vendors at a fraction of the cost. "Moreover, they can move more quickly on the development side and offer customisations in a timely fashion," added William. "However, we are still seeing healthy revenues with on-premise which suggests that we are some years away from the market selling exclusively cloud products."

The strategic strength displayed by Oak Systems International mirrors the parent company's market advance in the 80s and 90s when the chemistry between James and Phil catalysed the organisation's growing sales and technology prowess. "My dad is good at assessing the available technologies and selecting the most productive ones to use," stated David. "I am very much the same in the current age, always looking at what is ahead so we are well positioned to be on the technology curve as opposed to behind it. My dad also has an exceptional ability to remain calm and plot an effective path through any challenge. Since coming to Canada I have applied this behaviour to all manner of tasks which has contributed to our growing success."

In comms industry talk, the tag 'next generation' is often over stated, but where it should apply most the term has until now been under played as the possibility of three generations of Oak family members appears entirely possible. "With the eldest grandchild reaching 18 in August you never know!" enthused first generation Oaker Phil Reynolds. "Let's not forget the other family siblings contributing massively to the continued success of Oak Innovation here in the UK. We have Laura and Chloe from the Emm lineage and Michael and Christianne from the Reynolds line, all focused on every aspect of sales and marketing. They are a formidable team."

Family run businesses are mostly traditional brick and mortar type organisations that rely on a long heritage to underpin future sales. But Oak is no ordinary family business. It's a high tech company run as a family business which Phil says is unique in a world driven by profit and a sector that's experiencing dramatic changes. "These are challenging times for all of us," he added. "But having the family alongside for the long haul has reaped rewards and will underpin Oak's continued success."•

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Last month's Margin in Voice & Data seminar held at the Forest of Arden hotel on June 22nd signalled clearly the need for a new strategic approach to emerging market opportunities and threats, most preferably along the lines proposed by speakers at the event.

The big industry issues like cloud and digital transformation are now familiar and well understood, but the challenge of moving away from familiar surroundings is ever present in the fast spinning world of technology. The market has also spawned a new competition battleground, the customer experience, but this is a clash that must be won on unfamiliar ground, long before a prospect even engages with a potential supplier for the first time.

It's a fact that a buyer's journey may be 70 per cent complete before speaking to a provider, therefore marketing needs to be focused on self-directed discovery, according to ShoreTel's EMEA Marketing Director Gary Gould. In a keynote presentation to delegates he said: "Content is key. The channel must use material like case studies as referenceable proof points in an online environment where peer-to-peer reviews are seen to be most trustworthy."

This shift in buying behaviour is happening at the same time as a jolt in the mid-market where sweated assets are becoming ripe for replacement. In this space, believes Gould, the market for UCaaS is growing and represents the biggest opportunity for resellers with a cloud offering that embraces a 'flight to quality'. "We spend more time on creating a quality user experience," he added. "Mobility is important here, along with video, social collaboration in the workplace, open app integrations and the shift to being interconnected with everything. In this market there are strong margins in consultancy and professional services. Resellers who are able to provide relevant marketing material to buyers at the research phase of their journey are in a far stronger position to win in the mid-market competition battleground."

Paul Taylor, Sales Director at Voiceflex, urged delegates to lift the veil on what lies behind the cloud and offered pointers on what to look for in a cloud partner, price being the least important factor to consider. Top priorities on his scorecard are core values, a channel-only modality, financial stability, security, connectivity, cloud and network features and apps such as call recording, fraud prevention and analysis including IP profiling - and then price.

A stick in the mud mindset is wholly out of place in such a forum as Margin in Voice & Data from where the rise of new opportunities was to begin, including WebRTC, which is high on Taylor's agenda. He insisted that a future proof strategy must include a WebRTC journey, which Voiceflex has already embarked on and monetised for the channel. He revealed that the company's SIP trunks will be WebRTC enabled later in the year but showed the audience via a live demo the immediate benefits of features such as click-to-call via a website. "We're doing the future now," he told delegates in a keynote presentation.

Voiceflex's WebRTC capabilities are based on a link-up with Genband that enables it to leverage all of Genband's expertise and package the app commercially on a monthly rental basis. "WebRTC will open doors and close deals," added Taylor.

IoT and M2M have also been high on the agenda of industry talking points for some time, but beyond our industry there is little understanding of the technology, according to keynote speaker Anton Le Saux, Head of IoT at Zest4, who cited figures that indicate 87 per cent of people are in the dark about IoT. Before joining Zest4 last summer from O2, Le Saux witnessed the operator's IoT revenues double over three years on what had taken 25 years to build. When you consider the prevailing lack of IoT awareness in the market, such figures put a magnifying glass on the scale of this unlocked opportunity, spotlighted by today's surge in M2M connections which can be driven by a quite subtle demand from niche markets.

The language of M2M deployed by Le Saux in his keynote address to delegates was one of end-to-end managed connectivity and managed data, and he offered the audience a key to unlock market potential for such services. "Sell managed data and simple end-to-end solutions to get into the customer, and follow up afterwards with more bespoke solutions," he said, citing vehicle telematics as a solid starting point.

Solutions such as in-cab cameras record all of the time but only transmit data when prompted, triggered by incidents that are recognised by the system as worthy of further inspection. Insights like these are a boon to those, such as fleet managers and insurance companies, who stand to benefit from information about driver behaviour and habits, or require submissible evidence to prove liability or otherwise. "Margin in IoT is a reality," added Le Saux. "Bespoke opportunities are uncovered by asking the right questions. Use simple M2M solutions as the Trojan Horse."

There is no point having new technology areas like the IoT if they are not widely adopted. The channel's role in this will be pivotal. But unless resellers are blipping bright on the radar screens of ICT buyers they, along with the impressive solutions discussed above, will go unnoticed. What matters in the long-term is how reseller business models are to interact with the industry and end user surroundings. One way is to stand out, says Vanilla IP's Sales Director Iain Sinnott who extolled the benefits of being different, not so much by deeds but through the medium of perception.

According to his equation, being different equals profit. He shot down in flames strategies such as follow the leader, plodding behind the herd and going head to head with rivals. Instead, he advocated an alternative based on owning your own particular difference, invoking stand out figures Eddie Izzard and Lady Gaga as examples of personality projections that make them different. "Create your own unique proposition based on what works for you," urged Sinnott. "Difference can defend margin in negotiations. You'll be thought of first if you are seen as different."

Using 'difference' as a mechanism to shout loudest also applies to those business owners looking to exit, pointed out Knight Corporate Finance Director Adam Zoldan in his keynote address to delegates. He explained to the audience how building up a favourable perception of what a business is worth - based on its people, products, performance and profit - can translate into value. In a discussion on the sale of Modern Communications between Zoldan and its former owner Adrian Barnard on stage, Barnard said: "Your company is what it's worth, but you can create a premium by developing a good perception of your business."•

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Last month's Margin in Voice & Data seminar held at the Forest of Arden hotel on June 22nd signalled clearly the need for a new strategic approach to emerging market opportunities and threats, most preferably along the lines proposed by speakers at the event.

The big industry issues like cloud and digital transformation are now familiar and well understood, but the challenge of moving away from familiar surroundings is ever present in the fast spinning world of technology. The market has also spawned a new competition battleground, the customer experience, but this is a clash that must be won on unfamiliar ground, long before a prospect even engages with a potential supplier for the first time.

It's a fact that a buyer's journey may be 70 per cent complete before speaking to a provider, therefore marketing needs to be focused on self-directed discovery, according to ShoreTel's EMEA Marketing Director Gary Gould. In a keynote presentation to delegates he said: "Content is key. The channel must use material like case studies as referenceable proof points in an online environment where peer-to-peer reviews are seen to be most trustworthy."

This shift in buying behaviour is happening at the same time as a jolt in the mid-market where sweated assets are becoming ripe for replacement. In this space, believes Gould, the market for UCaaS is growing and represents the biggest opportunity for resellers with a cloud offering that embraces a 'flight to quality'. "We spend more time on creating a quality user experience," he added. "Mobility is important here, along with video, social collaboration in the workplace, open app integrations and the shift to being interconnected with everything. In this market there are strong margins in consultancy and professional services. Resellers who are able to provide relevant marketing material to buyers at the research phase of their journey are in a far stronger position to win in the mid-market competition battleground."

Paul Taylor, Sales Director at Voiceflex, urged delegates to lift the veil on what lies behind the cloud and offered pointers on what to look for in a cloud partner, price being the least important factor to consider. Top priorities on his scorecard are core values, a channel-only modality, financial stability, security, connectivity, cloud and network features and apps such as call recording, fraud prevention and analysis including IP profiling - and then price.

A stick in the mud mindset is wholly out of place in such a forum as Margin in Voice & Data from where the rise of new opportunities was to begin, including WebRTC, which is high on Taylor's agenda. He insisted that a future proof strategy must include a WebRTC journey, which Voiceflex has already embarked on and monetised for the channel. He revealed that the company's SIP trunks will be WebRTC enabled later in the year but showed the audience via a live demo the immediate benefits of features such as click-to-call via a website. "We're doing the future now," he told delegates in a keynote presentation.

Voiceflex's WebRTC capabilities are based on a link-up with Genband that enables it to leverage all of Genband's expertise and package the app commercially on a monthly rental basis. "WebRTC will open doors and close deals," added Taylor.

IoT and M2M have also been high on the agenda of industry talking points for some time, but beyond our industry there is little understanding of the technology, according to keynote speaker Anton Le Saux, Head of IoT at Zest4, who cited figures that indicate 87 per cent of people are in the dark about IoT. Before joining Zest4 last summer from O2, Le Saux witnessed the operator's IoT revenues double over three years on what had taken 25 years to build. When you consider the prevailing lack of IoT awareness in the market, such figures put a magnifying glass on the scale of this unlocked opportunity, spotlighted by today's surge in M2M connections which can be driven by a quite subtle demand from niche markets.

The language of M2M deployed by Le Saux in his keynote address to delegates was one of end-to-end managed connectivity and managed data, and he offered the audience a key to unlock market potential for such services. "Sell managed data and simple end-to-end solutions to get into the customer, and follow up afterwards with more bespoke solutions," he said, citing vehicle telematics as a solid starting point.

Solutions such as in-cab cameras record all of the time but only transmit data when prompted, triggered by incidents that are recognised by the system as worthy of further inspection. Insights like these are a boon to those, such as fleet managers and insurance companies, who stand to benefit from information about driver behaviour and habits, or require submissible evidence to prove liability or otherwise. "Margin in IoT is a reality," added Le Saux. "Bespoke opportunities are uncovered by asking the right questions. Use simple M2M solutions as the Trojan Horse."

There is no point having new technology areas like the IoT if they are not widely adopted. The channel's role in this will be pivotal. But unless resellers are blipping bright on the radar screens of ICT buyers they, along with the impressive solutions discussed above, will go unnoticed. What matters in the long-term is how reseller business models are to interact with the industry and end user surroundings. One way is to stand out, says Vanilla IP's Sales Director Iain Sinnott who extolled the benefits of being different, not so much by deeds but through the medium of perception.

According to his equation, being different equals profit. He shot down in flames strategies such as follow the leader, plodding behind the herd and going head to head with rivals. Instead, he advocated an alternative based on owning your own particular difference, invoking stand out figures Eddie Izzard and Lady Gaga as examples of personality projections that make them different. "Create your own unique proposition based on what works for you," urged Sinnott. "Difference can defend margin in negotiations. You'll be thought of first if you are seen as different."

Using 'difference' as a mechanism to shout loudest also applies to those business owners looking to exit, pointed out Knight Corporate Finance Director Adam Zoldan in his keynote address to delegates. He explained to the audience how building up a favourable perception of what a business is worth - based on its people, products, performance and profit - can translate into value. In a discussion on the sale of Modern Communications between Zoldan and its former owner Adrian Barnard on stage, Barnard said: "Your company is what it's worth, but you can create a premium by developing a good perception of your business."•

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When Terence le Poer Trench, Business Development Manager at Pangea, takes part in this year's RideLondon100, he'll not only be raising money for teenage mental charity stem4, he'll also be gathering valuable IoT data on cycling issues.

Pangea will be telling the story of Terence's training over a course of a six week campaign, focusing on how IoT enabled bicycles can keep cyclists safe, help them train harder, and transform how councils tackle complex environmental problems.

The Big Data Cycle will be updated weekly and cover topics across cycling, the environment, and IoT, and will feature analytics gathered from an IoT enabled device on Terence's bike. The sensors on the device will capture information on training sessions, as well as air quality, giving Pangea valuable insights into Terence's training progress and the environment of the surrounding area.

Terence told Comms Dealer: "I'm excited that I'm able to support stem4 in RideLondon100. Not only is this a chance to support an extraordinary charity, but a great chance to get hands on with some tech, look at how IoT can impact the environment, and explore the power of real-time analytics.

"Any support is very much appreciated, and I hope you'll be able to take some time to come along with me by tuning in live on our race day live stream-all courtesy of the Internet of Things!"

In an increasingly connected world, Pangea believes that IoT and M2M can do more than just connect devices, appliances, or vehicles. For Pangea, The Big Data Cycle is about putting a spotlight on the wider impact of IoT, from athletic training and connected cycling, to public health and protecting the environment.

Dan Cunliffe, MD of Pangea, said: "Terence has a passion for cycling and technology. His ride to raise money for stem4 and the IoT story we're creating exemplifies that. We are happy to be supporting a great charity in continuing our many corporate social responsibility initiatives."

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Knight Corporate Finance has been confirmed as English Half Marathon Corporate Challenge sponsor for the second year.

The event will be held in Warrington on Sunday 17th September and offers a full 13.1 mile half marathon and 10k option to suit runners of all abilities.

"We would be delighted if you could enter a team to run alongside other North West businesses and challenge yourselves against Knight's own team of highly trained athletes," stated Knight Director Paul Billingham.

All participants of the Corporate Challenge will receive an extra medal and access to post-race hospitality in the Institution.

Runners also benefit from access to training plans and offers from event partners, as well as receive a host of race day VIP treatments.

All companies who take on the challenge, will receive their logo on the English Half Marathon website and included in the Corporate Challenge league table, where there are prizes for the teams race day performance as well as spot prizes for fundraising, fancy dress etc.

Full details are available from Knight and those interested in registering can do so here - http://ehm.contest-sports.com/corporate-challenge/

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Provider of enterprise data storage solutions Infinidat has sealed its first UK distribution deal with M2M Enterprise.

Infinidat hopes to more than double its revenue globally this year and in the UK has seen units sales and revenues jump significantly.

The distributor says it has spent the last two years moving from its historic position supplying memory and storage to more of an enterprise value-add position.

"We work already with specialist and general resellers and see them as one of the key high end suppliers of storage," said Ged Mitchell, MD of M2M.

Gregory Scorziello, UK Country Manager for Infinidat, added: "Our strategy working with M2M is to go after specialist partners in the £5-£50m turnover range and smaller companies that hit above their weight, and train the key people in those companies in sales or pre-sales."

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Distributor Exertis has welcomed Jonathan Wagstaff to the newly created position of Business Intelligence Manager.

He is based in Basingstoke and has a European remit to identify trends in the technology market, including new technologies, significant new market players (vendors, customers, operators, and others) and the impact of these new technologies on the distribution space.

He will report to Stephen Casey, Finance & Development Director at DCC Technology.

Casey said: "While we have a strong technology proposition it's important we continue to identify and translate market opportunities into actions that can benefit our business, and also the business of our vendor partners and reseller customers both in existing and new territories.

"Jonathan's experience in data analytics and how the channel operates is suited to fulfilling the task of providing business intelligence that can enable us to take the right decisions to meet our Group objectives."

Wagstaff joins from Context where he managed EMEA wide data collection projects for major ICT vendors and had responsibility for the UK and IE distribution, reseller and retail panels. He was also instrumental in setting up Context's VR Research Group and PC Gaming category tracking.

Wagstaff added: "Having worked at Context, I appreciate the importance of interpreting data and identifying trends, and the value that business analytics can bring to companies when making critical decisions."

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