In this age of information overload, service providers' business customers
increasingly require more flexibility in how their messages and critical
documents are accessed. After all, a service provider's main business is to
provide his or her customers with the essential solutions they need to
Collaborative computing and conferencing tools can provide these business
customers with a competitive edge, allowing them, among many functions, to keep
their employees in touch. That is why turning to collaborative computing
solutions could prove to be a tremendous business advantage to service providers
who offer it.
Industry pundits declare that collaborative computing is the single most
important trend driving ASPs, business-to business exchanges, dot-coms, and
e-businesses today. IDC estimates that ASP revenue derived from collaborative
applications will swell from $160 million in 2000 to an estimated $2 billion in
2004. Undoubtedly, collaborative computing is the new force behind a fundamental
change in computing and the way businesses interact externally and internally.
As most members of the workforce become increasingly untethered from their
desks and need an easy way to share critical files and information at any time,
from any place, or from any device, the need to have a collaborative computing
communication solution in place becomes crucial. Once a service provider has
decided to offer a collaborative computing solution to their business customers,
choosing a solution and an ASP that meet their needs can be a challenge.
THE HOSTED ADVANTAGE
Choosing a leading supplier of collaborative software that provides businesses
with the services and programs that will allow them to speed deployment and
success for their hosted application efforts is key. For the service provider,
the advantage of choosing an ASP hosted service to meet these needs is that it
provides an immediate, easy to administer, low-cost, low-risk, alternative that
serves their business customers' collaborative computing and conferencing needs.
By partnering with a company on an outsourced basis, service providers minimize
the financial, IT, and other resource commitments typically associated with a
major new service offering.
One service model offers a hosted environment for its unified communications
solution, whereby the company hosts and operates the service for its customers
until certain subscriber and revenue milestones have been achieved. At that
point, the service provider integrates a fully operational and profitable
service, retaining control of its most valuable asset -- the customer. A hosted
option not only enables service providers to rapidly deploy a value-added
service to strengthen their competitive position, but it also represents an
attractive business model with a strong value proposition. These hosted services
are usually offered with a full suite of support services, including project
implementation, hardware configuration and implementation, installation and
maintenance services, custom development and training, and marketing and co-op
But not all ASPs are alike. Therefore, when choosing the right collaborative
communications product and ASP hosted service, there are a number of things
service providers should keep in mind. They must attempt to partner with
suppliers who commit to delivering a full range of technologies and programs
that are flexible enough to support the wide range of ASP business models. Among
the issues to consider is whether or not the product is scalable. It's also
important to have a solution in place that will meet the needs of an increasing
customer base, among other factors.
COLLABORATIVE COMPUTING/UNIFIED COMMUNICATIONS
Looking at the features of the collaborative communications solution is key as
well. Is the solution able to support additional communications needs like
unified communications, for example? ASPs, their customers, and their delivery
partners have an enormous opportunity to generate revenue by offering unified
Service providers are looking to deploy value-added services such as unified
communications as quickly as possible, but to do so, they must be convinced that
the platform they choose is robust enough to handle huge growth. Unified
communications can provide a competitive edge by increasing customer loyalty.
Today's price-sensitive customers demand outstanding service packages, and
unified communications services provide a compelling drive to reduce customer
churn. The need to constantly develop new service offerings is also crucial. For
this reason, turning to a unified communications solution that adds immediate
value and distinction to an ASP service offering can be an important
Unified communications have much to offer ASPs, who can leverage this
technology to provide enterprise-wide communication services with superior
reliability, ease of system administration, and reduced overhead. Today's truly
effective unified communications solutions integrate telephony-grade reliability
with e-mail's feature-rich functionality and capabilities on a single
centralized server. They enable the convergence of digital communications and
information exchange and leverage each technology's strength to overcome the
weakness of the other. This not only makes sense, it opens a world of
possibilities limited only by the imagination.
A prime example is collaborative work environments where team-based projects
typically incorporate a diversity of working styles and multi-function teams.
With a centralized collaborative server that digitally stores all messages, one
team member, for instance, can convert a voice message into an e-mail message
and disseminate it to a community of users.
Service providers' business customers require not only the tools to simplify
the management of information but also the collaborative functionality to enable
their staffs to work together in an online environment toward shared goals.
Those service providers who recognize and are prepared to offer broader
solutions that will serve these customers' needs will be the ones who will
succeed in today's competitive market conditions.
Chris Seruga is vice president, client services for Centrinity, Inc.
Serving over six million users in more than 8,000 organizations in 55 countries,
Centrinity is a high growth software company with technological leadership in
the burgeoning global market for unified communications solutions and related
network-based collaboration tools. Visit Centrinity's Web site, www.centrinity.com,
for more information.
To The March/April 2001 Table Of Contents ]