With the recent focus on delivering voice services to
business users over broadband data networks, one larger
issue has often been overlooked -- the value of
delivering integrated broadband data and voice services
and applications from one service provider that meet all
of small and medium-sized business' (SMBs)
communications needs. By treating voice as a data
application integrated with other high-speed data
offerings, broadband service providers (BSPs) make it
easier and more affordable for SMBs to realize the true
power of broadband data networks.
In the past, service providers have focused on data
and voice as separate entities, offering them under
separate service packages with multiple service
contracts. Companies have had to pay for high-speed
Internet connectivity, Web-based services like e-mail,
and voice services separately. While this piecemeal
approach may work for larger enterprises with deep
pockets, it is inefficient and expensive, and has
deterred smaller companies from deploying voice over
broadband. Even when SMBs do use VoIP, the service
usually is not integrated with other data network
applications, and does not increase business efficiency
as much as it would when integrated with other services.
When carriers have tried to add value by offering "bundled"
services, their offers have been more of a billing
phenomenon than a true integration of voice and data.
Bundling services into one bill does make it easier for
customers to understand what they are paying for, but it
does not make it easier for them to use the services.
BSPs provide a unique value proposition for SMBs by
delivering not your traditional voice but, rather, voice
as a data application. Integrating all broadband
services into one offering will allow SMBs to become
more productive and run their businesses more
effectively. In order for service providers to add value
and differentiate their offerings, they will need to
truly integrate individual services together rather than
just bundling them on one bill.
Not Your Traditional Voice
Integrating services means the end of the inefficient "�
la carte" approach to delivering business communications
solutions. By providing service packages that combine a
broad range of high-speed connectivity, voice over
broadband, business communication applications, and
managed IT services, BSPs help smaller companies
increase productivity and save money in conducting their
everyday business. BSPs benefit from increased sales,
expanded service contracts, and heightened customer
loyalty.
Today's service provider needs to become a complete
communications provider, with fully integrated voice and
data applications that provide added value over
traditional voice and broadband services. For voice,
this means delivering traditional PBX or key system
features along with local, long-distance, unified
messaging, and other services that only broadband data
networks can provide. These additional features include
Web-based call logs to track incoming and outgoing
calls, integration to end users' directories, voice mail
and e-mail integration, Find-Me/Follow-Me, and
Click-to-Call voice service delivery. Treating voice as
a data application allows service providers to integrate
network provisioning and management, customer support,
and back-office functions into one integrated offer that's
easy to deploy.
Simplify, Simplify, Simplify
Integrated services provide SMBs with one package that
addresses all of their business communications needs,
and makes it less complex to manage and administer to
their customers. Integrated broadband voice and data
services mean simpler rates -- one price point, one
service contract, one monthly bill, and only one check
at the end of the month due to one BSP. Service packages
also reduce overhead costs because they provide all of
the popular PBX features, but without requiring
long-term investment in equipment that quickly becomes
obsolete.
In addition, integrated services provide flexibility
for SMBs to plan their service options depending on
their monthly needs. They can purchase more bandwidth
and voice applications during busier months and less
when they do not need it. This allows smaller companies
to cost-effectively plan for growth and purchase data
and voice without having to pay for unneeded
functionality.
End users also can easily configure, program, and
manage many of their phone services and options
internally, eliminating the cost of outsourcing services
for every minor network change. For example, companies
that want to reconfigure phones to accommodate new
employees, office moves, or additional phone numbers no
longer have to call their phone company to make these
changes. Instead they can make updates directly in the
network, which was built specifically to support both
their voice and data systems. BSPs no longer have to
allocate resources to addressing minor network changes,
and SMBs save money by handling day-to-day
administration internally.
When all voice and data applications are delivered
together on one service provider's network, there is
less concern about interoperability. All equipment is
based on standards that the service provider guarantees
will work together, meaning a faster deployment time as
well as increased reliability. End users can consolidate
multiple voice mail and e-mail accounts, which
simplifies communications and increases productivity.
Value-added voice-over-broadband services include
support for back-office operations such as billing. For
example, law firms and other professional service
businesses that need to bill back the cost of
long-distance calls to their customers can use call log
tracking to automate the billing processes. Using voice
as a data application tied in with other broadband
network services allows companies to easily keep track
and bill for these hours, and incorporate the data into
other business functions.
Professional Services Guarantee Reliability
Including IT support services with voice and data
offerings provides an additional value to SMBs. BSPs
enjoy a competitive advantage because they can provide a
level of customer service and network support that in
the past was simply unaffordable for all but large
enterprises.
Rather than provide an ad-hoc selection of IT
services, BSPs now can implement a complete professional
services offering to complement integrated voice and
data services. Managed professional services ranging
from on-demand to full-time managed IT support enable
businesses to supplement their internal IT resources
with a service provider's unique understanding of the
SMB enterprise and the technical expertise of its
professional services staff. Customers experience a
significant cost savings typically associated with
traditional IT services, while eliminating the need for
outsourcing basic network maintenance projects to
expensive independent contractors.
No More Multiple Contracts
In the end, business customers save time and money
because they no longer need to consult and negotiate
individual service contracts for multiple providers.
Instead they receive broadband voice and data services,
and flexible levels of connectivity speeds and bandwidth
based upon their needs, from one provider, on one
monthly bill. Enabling end users to administer their
voice and data services reduces monthly maintenance
costs, while self-provisioning capabilities provide
increased flexibility and reduced total cost of
ownership.
The bottom line is that service providers can serve
up value for SMB customers by treating voice in a new
way. Integrating a range of voice and data services and
delivering them for one monthly price means the end to
the "� la carte" approach to providing voice and data
communications services. This capability levels the
broadband playing field for smaller companies,
translates into increased productivity and cost savings,
and allows them to realize all of the benefits of
broadband data networks.
David Noon serves as an executive director for Allied
Riser Communications (ARC). Jeff Weiss serves as ARC's
vice president of engineering. Allied Riser is a pioneer
in providing innovative, in-building, high-speed
broadband data services and applications to small- and
medium-sized businesses.
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