Technology Reseller - v19 2019

01732 759725 VOX POP 38 with other back-office applications, such as CRM systems, for a true UC solution. Xelion is not a ‘me-too’ product. RESTful APIs allow third-party apps like MS Exchange and Office 365 to be easily, seamlessly integrated with the service. This gives our partners the freedom to design bespoke solutions for customers with best of breed apps that really meet their requirements, instead of a ‘one-size-fits- all’ service. By adding value our partners generate profit. This is why Xelion offers an Integration Market Place, providing partners with ‘pre- packaged’ integration between the Xelion platform and a host of leading CRMs and other applications, freeing partners from spending time and money programming interfaces. Our vision is that Xelion should be the central UC hub in the corporate communication of the companies that use it, so it’s more than just a cloud telephony service. Another critical issue for profitability is fixed-mobile convergence. To meet this need, resellers must offer a hosted solution in which mobile working is integral to the hosted service and not a tacked on afterthought. For mobile working, Xelion has standardised patented apps for desktop, mobile and tablet, providing users with the same interface and making it easy to use the solution anywhere, anytime. Xelion desktop application is built upon the Universal Windows Platform (UWP) architecture that sets the foundation for Xelion’s ongoing integration within Windows and the Microsoft eco-system. A major focus for the Xelion development team is continued integration into Office 365 and other Microsoft applications, such as Power BI. Jeff Blackey, VP, UCaaS Solutions Marketing, PGi : With over 120 Unified Communications providers in the North American market alone, a price war could be expected. Yet, there is far more to consider than price, and customers understand that. The winner in the eyes of the customer is often not the lowest priced provider, but the provider that best solves the issues the customer is facing, while remaining competitive on price. Resellers can bring value and avoid a race to the bottom by having a broad and unique solution set. Being able to tackle a wide variety of customer issues and offer additional services to complement the UC solution provides differentiation in this competitive market. The more unique your approach, the better. Nick Wright, Commercial Manager, Westcon Avaya : Look beyond the technology and show how it can help shape look at cloud solutions, you see several service providers offering cloud calling only; they can swiftly move from UC to UCC, with collaboration solutions adding communication functions to traditional voice. In addition, other vendors like Microsoft and Zoom are joining the key players (Cisco, Mitel), adding voice to their core functionality – video-conferencing in Zoom’s case. With the move to cloud services for collaboration gaining more and more traction, the door is open for more providers to have a piece of the pie, because in most cases no hardware is needed. Being clear on customers’ needs is therefore critical in this market. Paul Taylor, Sales Director, Voiceflex : They need to be selling leading-edge technology with an understanding of the customers’ needs and requirements. I know a high percentage of users that just want a phone on their desk, or think they just want a phone on their desk, but how many times did Henry Ford need to convince potential customers not to buy a new horse & cart? If you’re inclined to probe a little deeper, peel back some layers, you will be rewarded. A hosted telephony application is much more than a phone on the desk. If the channel partner is only interested in selling a me-too product, margins will be small. Application-based selling has been, and always will be, more profitable than a me-too approach. Being the best at what you do takes hard work and dedication. You will need to learn AI, APIs and invest not only cash but time in learning and understanding leading-edge applications. John McKindland, Head of Solution Sales, Nimans : Delivering a quality offering is key. There are cheap options in the market and they can cause technical problems and even equipment failure, so buying purely on price isn’t always the best way forward. Be an expert in your field and have the right product set, collateral and knowledge. Price will always be a consideration, but if you are credible and a trusted advisor then it becomes less of an issue. Dave Reynolds, UK Managing Director, Xelion : The key factor is to sell a value- added solution that differentiates the reseller from competitors, so you are not just selling on price. Customers now want to integrate the hosted telephony platform ...continued John McKindland Nick Wright Technology Reseller: What can UC resellers do to protect their margins and prevent a race to the bottom?