Ericsson-LG estimates it could be selling more cloud than traditional telecoms solutions within two years.
Addressing delegates at Pragma's 2018 partner conference at St George's Park, Burton-on-Trent, Ahed Alkhatib, VP of Global Sales at ELG Enterprise, said:
"By 2020 we will be selling more cloud seats than on-premise and we reckon it could be even sooner.
"Certainly, within two years, 50% of our business will be recurring revenue software and services.
"We are selling a lot more applications and business productivity tools but we are still undervaluing the opportunities Cloud brings.
"Call recording, call reporting, contact centre and unified comms and much more can be sold within a Cloud solution. Customers can consume applications with a subscription at the click of a button.
"It's a win-win for everyone involved in these new eco systems."
Alkhatib confirmed however that ELG will continue to develop its legacy on premise platforms.
"It is about giving the customers what they want. We are still investing in on-premis because there is still global demand. And we are designing new terminals. I don't see the desktop terminal disappearing any time soon."
Salisbury-based Berry Telecom says it has grown its cloud subscriber base by 300% since becoming a partner of Ericsson LG distributor Pragma.
Managing Director Simon Langford told conference delegates: "Our growth is above trend and it means we are taking market share from other providers.
"We are also 30% up on application attachment rates. It's all about the business productivity tools we can put in the hands of our customers to help them grow."