For resellers there is a clear opportunity. SIP Trunking broadens the market, as there is a lower point of entry. Resellers can effectively take corporate quality VoIP and unified communications products and services to businesses of all sizes, offering flexible contract terms and SLAs. Solutions can be rolled out to customers with a smaller number of circuits and sites and there is flexibility to help resellers manage customer peaks and troughs, ensuring scalability as and when it is needed.
Part of the attraction for customers is that there is no need for a large capital outlay on hardware and legacy technology is not made redundant overnight. Customers do not have to rip out an existing PBX and handsets. The technology is compatible with a large number of existing PBX models and end users can therefore take a staged approach towards hosted communications services using SIP. This flexibility and scalability sets SIP Trunking apart but its ease of entry comes with a warning for resellers. While existing resellers with a PBX base would naturally have a black book of potential leads for migration and updates, the nature of IP opens the door to data resellers too.
Competition for customers will naturally increase but telecoms resellers, given the nature of the staged upgrade capability, should be in the box seat. An understanding of legacy systems has a value here but only to a point. The true benefits of SIP have to be marketed and sold and this is where we come in with training and sales and marketing support.
Mobile integration and the culture of self-service also have to be taken into consideration. Customers want to take increasing control over their communications but they also want flexibility of costs and services from their supplier. This is where SIP can deliver but it’s up to resellers to dispel the old myths and help customers understand the true business benefits of migration.