UC Summit 2013 ReflectionsUC Summit 2013 Reflections

Among the highlights were some innovative approaches to applications, SIP Trunking sales, and VAR business models.

There was a wealth of information presented at this week's UC Summit, and there were even greater opportunities hidden away amongst the crowd. On the return flight home I pondered over three gems that I felt are worthy of discussion.

gUnify--CEO Crisantos Hajibrahim believes that VARs can make money with Google Apps. gUnify is a cloud-based integrated UC solution for Broadsoft and Google Apps, using those companies' advanced APIs to create a middleware application that provides Broadsoft services to Google Apps customers via GMail. No browser plugins are required to install and no additional software to download and best of all, no servers to setup. gUnify middleware is deployed by Broadsoft service providers.

IntelePeer--Offers Federation-as-a-Service branded "Fluent," along with bundled and per-port SIP trunking services. What caught my attention is their marketing method of offering free SIP trunk trials, rapid turn-up and simple activation with no upfront costs or commitment. SIP trunking offers from any provider should be on par with IntelePeer. This I think will create some interest in the SMB space to try before dumping PSTN services.

NEC Univerge Cloud Services--Any VAR wanting to talk about "turnkey" should give this a look. The VAR retains control of the customer and CPE infrastructure. NEC assumes all risks, billings, collections and payouts to the VAR.

These three gems that I sorted out have meaning for what's trending.

First, apps (gUnify) are going to play a significant role--whose apps and how effective they are at influencing and actually improving business processes will be more relevant, and this I think is the most challenging.

Secondly, removing barriers to adoption of SIP trunking (IntelePeer) and any costs or commitments should encourage try-before-you-buy and move the adoption rate of SIP trunking.

Then, service in a package deal (NEC Univerge Cloud Services) that streamlines business transactions and mitigates risk is appealing to VARs and I think alluring to many businesspeople.

Now behind these three gems I formulated some sense of meaning about the trends and expectations. I attended a breakout session given by Orrin Broberg, who stated that VARs would need to move beyond "consultative selling" into what he called Era 3 selling, which must include business process analysis. This again is challenging and it means deeper-rooted engagements with customers. Moving pizza boxes won't be the norm. VARs must be armed with business knowledge and develop sources of business advantages for each and every customer.