TMCnews Featured Article

April 29, 2011

Shared Marketing Services Leverages FoIP Solution to Streamline Fax Communications

By Susan J. Campbell, TMCnet Contributing Editor

There are some in the communications space who would readily suggest that fax communications is a dying channel, one that companies no longer need to communicate effectively. The reality, however, is that a number of companies in a variety of industries continue to rely on fax technology for secure and reliable transmission of information.

One thing that has changed, however, is how that fax is managed in a changed environment. In reality, fax technology has come a long way and companies with an all-IP environment can leverage FoIP to keep all communications on the same network.

For a number of companies still using outdated, analog faxing systems, there is a need to make a change. This was the case for Chicago-based Shared Marketing Services (SMS), which specializes in the holistic management of Trade Fund Programs.

This full service provider initially implemented legacy fax machines, and then later moved to a fax server solution to facilitate the processing of prior authorization requests for customer advertising and other critical and time-sensitive tasks. SMS soon found that the system in place was not providing the features and customization options the company wanted. Plus, this platform was expensive to maintain.

In a search for alternatives, SMS knew this needed a system that not only addresses the cost and function needs, but also one that would integrate well with the ShoreTel phone system using Brooktrout’s (News - Alert) SR140 FoIP drivers. After reviewing a number of different options, the company selected FaxCore 2007.

“A software solution is always a combination of different aspects: product, support, transparency of configuration. Many products hit a single one or two of these, but FaxCore (News - Alert) hits all three and then some. I couldn’t be more pleased,” said Jim Stack, Vice President, Shared Marketing Services, Inc.

Some of the key features in this platform that caught the attention of SMS include the Web interface, logical structure, solid platform, superb support and flexible technology. The full integration with the ShoreTel (News

- Alert) Release 10 phone system was also a critical requirement for SMS. In selecting the FaxCore platform, however, SMS positioned itself to meet its needs and enjoy expanded capabilities.SMS experienced a number of benefits as a result of moving to a FoIP platform, including the use of an automated system of response for the prior approval task. FaxCore and its fax over IP platform is used to return the authorization or denial for customers that fax in their requests.

The implementation of the Dialogic (News - Alert) SR140 drivers enables all users to receive faxes through the ShoreTel phone system. The system runs smoothly and flexibly, as opposed to the old system that was rigid and non-transparent. At the end of the day, SMS found that FoIP not only delivered the capability the company needed, but also the clean integration with current systems to ensure the continued return on investment of technologies already in place.

Susan J. Campbell is a contributing editor for TMCnet and has also written for eastbiz.com. To read more of Susan’s articles, please visit her columnist page.

Edited by Stefania Viscusi

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