ShowMeTheMoney
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This document discusses opportunities for value-added resellers (VARs) and systems integrators (SIs) in the unified communications industry. It notes that UC features are becoming commoditized but that VARs can optimize profits by adding value through customized designs, specialized methodologies, interoperability solutions, and communications applications that improve business processes. It provides examples of how applications can accelerate transactions, increase notification precision, improve contact success, and more. The document advocates that VARs focus on guiding customers towards proven applications or creating new apps tailored to specific customer needs.
ShowMeTheMoney
- 1. Show Me the Money! www10.edacafe.org DLTJ.org “I need to feel you, Jerry…” Passion and Pertinence, right now in the UC Channel!
- 2. Agenda Outside the VAR/SI Inside the VAR/SI A look at the A look at business environment and drivers, opportunities external realities and what can be done impacting the to optimize profit. business of UC. Leader: Dave Michels Leader: Marty Parker
- 3. It’s Been a Tough Millennium Recession Dot.com bust Housing Bankruptcies Wars 9/11 Iraq Afghanistan Technology Disruption
- 4. Disrupted Industries (SEP) Newspaper Industry Automobile Industry Book Publishing Big Tobacco Major Retailers Yellow Pages Working for free or giving away products and services is not disruptive. It's just a trendy way of getting attention.
- 5. Very Tough for the Channel CompUSA Cost Plus Borders Dillards KB Toys Sears Circuit City Blockbuster Barnes and Noble
- 6. Channel Stars Amazon Starbucks • Low Price Costco (Great value) Ikea • Self Service Home Depot Commonalities • Easy to work Walmart with Kohls • One Stop Target Shop Safeway
- 7. The UC (and IT) Channel
- 9. Reality Dose The Channel will Shrink due to Self-Help, Direct Services Fewer VARS Fewer Consultants Why? Declining Margins Self-Serve Options Less Capital Intensive Choice: Be a Survivor1 – adapt and conquer (acquire)2 Exit/sell while there is still value2 Do nothing – (whither and die) 1 This option disappears in decline 2 UCStrategies can assist
- 10. Bad News and Good News Bad News Good News • Racing to the Bottom (zero) • End Users Need Help • Video Hardware • Security • SIP Services • Mobile Integration • Voice and Endpoints • Virtualization • Bypassing the Channel • Interoperability, Federation • Cell Phones • Trends Driving Investment • Desktops • Mobility • Google • Collaboration • Amazon Web Services • Managed Services • Salesforce.com • Vendors WANT YOU
- 11. Trends Driving Tech Shifts Productivity and Individual Technology Collaboration • Mobility • Ease of Use • Shorter lifecycles • Consumerization • Horizontal shift • Phones? • No Hierarchy
- 12. What to Do Acknowledge the changes – (embrace them) Business Be Easy – life is too short/competitive for hard vendors changes: Service oriented (what does this mean?) Modularize Tech Service oriented (what does this mean?) Changes Expertise in solutions
- 13. How to be Easy MyDealerPortal.com Modular Self Service Savvy Returns, orders, quotes – easy Easy Paper-Work w/o Paper One Stop Shop – Broader Revenue Communicative Workflow visibility Why Do Customers Call? Minimize it!
- 14. Vertical to Horizontal PC, Mini, Mainframe – all vertically optimized Web is Horizontal – customers, partners, suppliers Examples: Conferencing systems that invite external users, Federation, alerts, education Adapt – Who’s in Your Conference Room? Collaboration and Social Business
- 15. Horizontal VARs Online Collaboration with customers and prospects (whiteboard, documents, video) VAR represents product expertise beyond line card iPads, AWS, Google, Lync, etc. VARs and Consultants will Overlap More VARs Historically Product Expert Consultants Historically Solution Experts
- 16. Where Opportunities Exist Verticals Mobility Video Federation Collaboration – Beyond UC Cloud – Public and Private
- 17. The Channel Partner Old Emerging • Revenue • Revenue • Product • Managed Service • Cabling • Retainer • MACs • Recurring • Focus • Focus • Centered on a few Products • Focused on 3-5 solutions • Local/Narrow • Solution expertise/broad • Business Model • Business Model • Transactional – Needs based • Transactional- Strategic • Break Fix (reactive) • Contractual (proactive)
- 18. Agenda Outside the VAR/SI Inside the VAR/SI A look at the A look at business environment and drivers, opportunities external realities and what can be done impacting the to optimize profit. business of UC. Leader: Dave Michels Leader: Marty Parker © M Parker UniComm Consulting 2012
- 19. Three Ideas Watch the Trends Add Value to Utility Focus on Applications © UniComm Consulting LLC 2012
- 20. Perspective on the Trends Our forecasts at the past three UC Summits are now reality in the marketplace… Source: “De-mystifying VoIP and UC Pricing Trends”, M. Parker, BCR Magazine, Sept. 2007 © UniComm Consulting LLC 2012
- 21. Price per User per Year © M Parker UniComm Consulting LLC 2012
- 22. Total Price © M Parker UniComm Consulting LLC 2012
- 23. Observation #1 Each Vendor fits specific Use Cases! • Every Vendor is affordable for their Use Cases All of the responses had call control; the existing PBXs were used as: • Gateways to the PSTN • Gateways to the desk phones Specialized functions remained on PBXs • Call centers • Attendant consoles • Analog devices, paging, etc. © M Parker UniComm Consulting LLC 2012
- 24. Observation #2 Is enterprise voice now ‘free’? • Except for phones (if used) and gateways Will you ever buy another PBX? • Or will you buy a UC license with voice? • Funded by specific UC Use Cases • Requiring selected items from: • Mobility and remote or virtual workers • Conferencing, Collaboration, or Social • For employees and Customers/Supply Chain • CEBP applications for business transformation © M Parker UniComm Consulting LLC 2012
- 25. Three Ideas Watch the Trends Add Value to Utility Focus on Applications © M Parker UniComm Consulting 2012
- 26. Utility Pros and Cons… Customers must have the utility services Configure, sell, install, Tier 1 & 2 service However, this has boundaries Competitive bids commoditize prices Vendors will push prices down Hard to just ‘make it up in volume’ VAR/SI can’t deliver Tier 4 (or 3?) services So, add value to the utility services… © UniComm Consulting LLC 2012
- 27. Component-Level Trends/Potential Opportunity Area Trends In That Area Profit/Margin Potential System Hardware General Purpose Hdw. Services for install/test on Virtual Machines, Cloud customer’s servers System Software Price Declines Application, integration and Hosted/Cloud Versions adoption services UC Features Now “free” to sell IP PBX Integration/customization esp. multi-vendor links User Devices, End Points Rapid ecosystem growth Sell to base & with systems Legacy Integration Essential solution elements Services and products Mobility Increasing importance Cost avoidance designs Conferencing &/or Conf: Avoid travel, space Design, integrate adopt; Collaboration Coll: Value for certain roles w/ SharePoint, Quickr, et al. CEBP Major upside potential Analyze, design, develop Install, deploy, support Management Services Good cost offsets Efficiency tradeoffs Hosted, Cloud Solutions Growing interest, offerings Depends on sales/services terms from cloud operators © UniComm Consulting LLC 2012
- 28. Value Add Opportunities Customized designs Multi-brand, multi-location, mixed end-points Specialized methodologies Conferencing/collaboration; mobility; Ethernet backbone; E-911 Interconnection Gateways, SIP and more Interoperability Middleware, appliances to ‘make it work’ & ‘sweat the assets’ Specialized services Security, load testing, monitoring, instrumentation, et al. Applications The value add opportunity with no ‘ceiling’ © UniComm Consulting LLC 2012
- 29. Three Ideas Watch the Trends Add Value to Utility Focus on Applications © M Parker UniComm Consulting 2012
- 30. An Unlimited Opportunity… One affirmative, value adding action plan is to focus on integrating packaged or customized communications applications to optimize customer business processes. Source: “De-mystifying VoIP and UC Pricing Trends”, M. Parker, BCR Magazine, Sept. 2007 © M Parker UniComm Consulting 2012
- 31. What Value Can UC Deliver? UC-U Value UC-B Value per user per year per user per year • Improve conferencing $3,034 • Increase sales $115,909 • Reduce wasted time $1,137 • Speed projects $95,000 • Eliminate Delays $1,005 • Lower process costs $12,880 • Save Toll Costs $246 • Cut operational $ $11,875 • Reduce Admin TCO: $43 • Drive transactions to $7,813 mobile devices © M Parker UniComm Consulting 2012
- 32. Application Case Study Examples Optimize Help Desk: Find engineers via IM search to save Resource Utilization 70% of time; 80% better service Accelerate Mortgage Company: Answer questions via Transaction Completion Presence and IM ups capacity by 30K loans/year Increase Utility Company: Reduce outage times via crew Notification Precision dispatch app using location, skills, rules Improve Branch Banks: Increase revenues and service via Contact Success video access to banking specialists Automate Insurance: Put IM in broker portal for field-specific Communication Processes chat; staff saves 30%, ups loyalty Speed University: Use student iPhone apps for NANO Information Delivery quizzes for better and more learning Enhance Oil Exploration: Reduce time and assets 20-25% for Collaboration Effectiveness each exploration via built-in collaboration tools © M Parker UniComm Consulting 2012 Read the CEBP Series on UCStrategies.com
- 33. Applications – A BIG Differentiator UC Now Enables Business Change Technology is proven Now leverage it! Two ways: 1. Guide the customer with the proven apps 2. Create new apps for one or more customers © UniComm Consulting 2012
- 34. Application Roadmaps: Relationship Revenues Optimize Operations through comm-enabled portals and resource ID for problem solving Improve Time to Market through collaboration acceleration Enhance Service and Sales through contact management and mobile information delivery © M Parker UniComm Consulting 2012
- 35. Agenda Outside the VAR/SI Inside the VAR/SI A look at the A look at business environment and drivers, opportunities external realities and what can be done impacting the to optimize profit. business of UC. Leader: Dave Michels Leader: Marty Parker
- 36. Show Me the Money! www10.edacafe.org DLTJ.org “I need to feel you, Jerry…” Doyle-scienceteacn.blogspot.com Passion and Pertinence, right now in the UC Channel! Thank You!!