A reseller's approach to providing UC&C solutions could also be the defining factor of their future path, inextricably linked to the single vendor versus hybrid solution debate, and central to the look and feel of their integration capabilities over the long-term.
UC&C is an especially important area where complexity and productisation are, in some respects, converging. But despite this apparent convergence these two distinct approaches - sophisticated solution delivery and pretty much off-the-shelf - are poles apart, dividing resellers into one of two camps according to their strategic go-to-market choice - single vendor or hybrid. That said, it could be the middle ground where the battle will be won and lost.
Selling individual products will rarely deliver a solution that covers every aspect of real and non real-time communications, according to Content Guru's CEO Sean Taylor pictured above), who argues that the best approach to UC&C is for organisations to implement a core multi-channel, multi-functional communications platform that's capable of operating within a broader standards-based IT environment. "This strategy not only enables users to access key communications applications such as office telephony, audio conferencing, call recording and voicemail, but also link seamlessly to external systems and databases to create the additional features and content that individuals require," he said.
One of the most important goals of any UC&C project, noted Taylor, is to create an environment that is cost-effective, flexible and delivers a unified user experience. "A true hybrid UC&C solution seamlessly integrates on-premise systems and cloud services to deliver a whole greater than the sum of its parts," added Taylor. "A hybrid approach to UC&C is invaluable when clients wish to retain previous investments in comms systems rather than rip-and-replace. It's a logical strategy. The challenge for UC&C strategists is how to seamlessly integrate their core UC&C platform with these resources to fulfil the broader UC&C vision. At this point, the success of a project often comes down to the skills and capabilities of the supplier to carry out these integration tasks."
A single vendor approach may best fit a customer's requirements for UC&C if they just need IM, presence, audio, video conferencing and an IP voice platform. Skype for Business, for example, delivers this functionality while also supporting an ecosystem of third party applications from contact centre to billing, IVR and recording. "For a robust cloud-based telephony platform that also supports a broad range of contact centre functionality, online card payment handling and integration to a broad range of CRM and back office systems, then a platform such as storm at the centre of a UC&C ecosystem will better fit the bill," added Taylor.
Organisations that best utilise UC&C to drive their business agenda use a multi-vendor or hybrid approach, according to Darren Pattie (pictured left), EMEA Channel and Distribution Director at ShoreTel. "This is the best way to provide a best-of-breed solution along with the essential commercial flexibility and business agility," he said. "Critical in this approach is to work with vendors that have an open strategy to integration and a rich development of third party integration."
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Hybrid could mean a mix of different vendor technologies to provide the best infrastructure to power a business, but it could also mean one vendor's portfolio delivered in multiple ways to meet the changing customer and market requirements. "ShoreTel's goal is to offer true choice and flexibility to customers," added Pattie. "This is achieved through offering not only a UC solution for on-premise, but also as-a-service through the cloud or a hybrid combination of the two, such as a UC platform on site with contact centre or mobility solutions as a service from the cloud. This means the customer has one platform and one user experience and can choose the model that fits their business."
Resellers offering a consultative approach and an integrated hybrid solution can add value. The vendor, for their part, must be able to support them through a rich integration set of services and an agile engagement model that helps resellers stand out. "A channel will need to consider how a single vendor can develop multiple solutions that deliver value to the customer, and also consider the vendor's commitment to research and development across all areas of their portfolio," said Pattie.
"The other option is to look for a vendor that can focus on providing a rich, seamless integration to third party solutions, delivering a best of breed solution and a great customer experience. When you combine that flexibility with a suite of professional services that can be tailored to meet a customer's specific needs, the channel and end user can be confident they have a solution that gives them what they need today, and has the agility to change and meet the needs of tomorrow."
When it comes to UC&C, noted Charles Aylwin (pictured left), Channel Sales Director for 8x8 Solutions, end users are best served by a single vendor with expertise in creating a safe and seamless communications ecosystem. "Separate third party applications can bring the added complications of additional passwords, subscriptions, updates and re-works to keep operational after each separate vendor's upgrades," he stated. "Keeping on top of all this can take time, and crucially for businesses, cost more. They may find a single vendor works better for them as long as all the features they're looking for are available."
Customers might see hybrid as important for their UC solution because they want a variety of features across cloud and on-premise, or they need to retain some legacy on-premise systems for operational or cost reasons. "While it is true that hybrid solutions are sometimes seen as a relatively painless midway point between a true UC solution and a customer's investment in previous generation technology, often the result is a compromise which can't deliver the real world competitive advantages of a properly scoped and planned move to a full cloud solution," added Aylwin.
Creating fully featured UC platforms that integrate with a variety of applications will be the future for UC, believes Aylwin. Customers will no longer choose product A or B, but instead choose the features they need and won't have to pay for what they don't use.
It's also useful to think of hybrid in terms of the mode of consumption - opex cloud-based services working in conjunction with on-premise systems - the simplest example being the use of secure cloud backup for on site servers or hosted telephony working with local CRM integration, pointed out Stephen Ashley-Brian, Converged Product Manager, Gamma. He expects to see the simplification of integrated hybrid services to the point that they become productised. "Customers may well benefit from such integrated solutions, but only when they can be consumed in a manner that makes them comparable with many of the services now regularly used via the cloud," commented Ashley-Brian.
He advocates a frank comparison between the complexity, cost and ongoing support required between these two approaches, and observes that resellers can vary tremendously in terms of their ability and appetite for new services. "A sanity check on their own support model should heavily influence the final decision," he said. "Simply put, single vendor is great if you want to sell the most common user cases; but go hybrid if you have the need, customer appetite and ability to do more."
MeetingZone has the ability to deploy Skype for Business Enterprise Voice in a hybrid offering, mixing cloud and on-premise to deliver a single solution. "A hybrid solution offers the customer a balance of having on-site control while gaining the advantage of low capital investment for the cloud-based element of the solution," explained Scott Somenthal (pictured left), Channel Manager for MeetingZone's Skype For Business team. "To be successful when taking hybrid technologies to market, many resellers will need to either re-invest in new technologies or find a good partner that specialises in the complementary technology they want to drive to market."
MeetingZone works closely with a number of partners without the ability to deliver Skype for Business Enterprise Voice as a cloud or hybrid solution. "Technology is fast evolving and customers are demanding seamless end-to-end collaborative UC&C solutions," added Somenthal. "The starting point is to understand the customer's needs and then work out the best solution to meet their requirements. If it can be done with a single vendor that's great. However, as complexity increases the reseller will need to invest or work with another partner with the ability to deploy the solution."
MeetingZone goes into each customer opportunity with an open mind to understand their environment. "We would not force a hosted or Skype for Business Enterprise Voice solution on someone that wishes to keep their PBX," added Somenthal. "However, they may wish to integrate the technologies to take advantage of IM, presence, audio and video conferencing. Therefore, resellers need to have an ability to deliver a number of technologies due to the diverse nature of UC&C."
From a reseller's perspective, according to Paul Burn, Head of Category Sales at Nimans, a single vendor solution is preferable, up to a point. "In an ideal world this is the best fit, but it's probably unlikely everything the customer wants will be there, depending how deep you go into their business," he said. "At that point the hybrid model has to be adopted. Resellers must be realistic and they may need more options in their kit bags."