Now is the time for channel partners to develop a strong BYOC (Bring Your Own Carrier) proposition based on a single global calling platform and the integration of household name solutions, according to CallTower chiefs.
Here, CRO William Rubio and VP EMEA Sales Paul Holden share insights into the US-based company’s BYOC expansion strategy across the UK and EMEA.
BYOC is fast emerging as a key proposition component for resellers and MSPs, claims Holden (pictured above). He says the model is working well because the functionality of Microsoft Teams, Cisco Webex and Zoom Phone has developed in a way that removes the need for a third party phone system (premise or cloud-based). “BYOC enables the features in collaboration UC platforms to come to life as a single global platform for calling internal and external,” he commented. “BYOC also extends the back office into the CCaaS space. And where an end user might choose a CCaaS provider that has no UCaaS offering, integration with UC vendors is provided.”
By owning and controlling the numbers and calling platform, Rubio (pictured left) says that CallTower is able to offer a single global cloud solution regardless of the technology. And boosted by a fresh private equity investment the company is accelerating into an ‘aggressive growth phase’, noted Rubio. He calls this new chapter CallTower 3.0 – the follow on from CallTower 2.0 which signified an early move to embrace cloud-based communication solutions and give customers more choice.
This third iteration of the company’s strategy, explained Holden, involves a three tier channel-first approach in the UK and EMEA markets, via wholesale, agency and channel re-biller models. “These will enable us to scale fast and utilise the networks of established VARs, MSPs and new entrants to start selling voice in the UCaaS space,” stated Holden. “Wholesale is the place most VARs go to buy their licenses of Microsoft, Cisco and Zoom. Enabling wholesalers with a voice bolt-on means that BYOC gives CallTower access to thousands of VARs already in the wholesaler ecosystem.”
We are closely monitoring developments in AI-driven analytics and machine learning, and have only scratched the surface of their potential for driving the efficiency and effectiveness of communication solutions
Holden also noted that the agency model gives CallTower access to the top MSPs specialising in the desktop and AV, who pass on opportunities for voice and value added services to the likes of CallTower to create more value for end users by enabling global BYOC access. “Due to the world economy, many UK-based organisations will have entities abroad and CallTower helps deliver a single solution global calling platform and on-net cloud,” he added.
Strong pedigree
US-based CallTower was established in 2002 and entered the UC space with a proprietary phone system before partnering with Cisco, Microsoft and more recently Zoom. The CallTower team, particularly in EMEA, has grown to support expanded operations, partner opportunities and customer demands. “CallTower’s journey began with a vision to deliver seamless unified communication solutions,” he said.
“We’ve introduced tools like the integration of PSTN numbers into eSIMs and provisioning them within the Webex Control Hub. With the launch of Webex Go, we’ve enhanced mobile connectivity and provided enterprise-grade features. Our customer base continues to grow and encompasses businesses across varied industries worldwide, from fast growing tech start-ups to established multinational enterprises. This expansion not only underscores the effectiveness of our strategic initiatives but also sets a solid foundation for sustained progress in regions across the globe.”
Our vision is for CallTower to be the largest provider of BYOC and layered value added services into and through wholesale
According to Holden, the determining factors that particularly influence the evolution of CallTower in terms of market approach, portfolio development and partner engagement include scale, time to market, being easy to deal with, channel collaboration and opening new ecosystems that enable an all-integrated communications environment piggybacking off major market players. Rubio pointed out that CallTower’s ability to work with major platforms like Microsoft Teams, Cisco Webex and Zoom Phone in a native environment has been a key growth driver, enabling the company to serve a diverse range of customers and industries.
Future growth
“Looking ahead, we anticipate future growth will stem from advancements in AI-driven cloud communications and the continued expansion of our global footprint,” added Rubio. “These areas also present opportunities for innovation so we are closely monitoring developments in AI-driven analytics and machine learning, and have only scratched the surface of their potential for driving the efficiency and effectiveness of communication solutions. These must deliver intelligence that is meaningful to assist customers in streamlining processes, becoming more efficient and supporting employees. Cybersecurity in unified communications is another area we want to enhance.”
Holden believes that CallTower’s holistic and future-focused approach will enable channel partners to capture big opportunities that reside in these emerging and growing markets as well as the integration of solutions from Microsoft, Cisco and Zoom. He added: “Our vision is for CallTower to be the largest provider of BYOC and layered value added services into and through wholesale, with access to thousands of channels and millions of end users.”