TMCnet Feature

Advancements in the telecommunications space keep communications moving forward and create new opportunities for growth and revenue streams. To get the true picture, TMC wanted a first-hand count from key players in the industry. With ITEXPO East 2012 around the corner, Rich Tehrani sat down with Louis Hayner of Alteva (News - Alert)/USA Datanet. Hayner was first asked his opinion on the most significant technological advancement in the past 12 months. His answer – mobile 3D. As for the biggest trend in his market segment, Hayner noted the adoption of cloud technologies by SMBs.

As for the biggest challenge facing his customers, Hayner pointed to the focus on doing the most they can with the least they need. Asked how the cloud has impacted his business, Hayner stressed that as more people become familiar with the benefits businesses can gain from cloud computing, it’s easier for his company to sell their services. When asked if cloud-based communications will expedite the end of the premises-based PBX (News - Alert) market, Hayner answered with an excited, “Yes!”

Another topic of discussion was social media and Hayner noted that his company continues to use social media as a part of their thought leadership strategy, playing a vital role in the overall marketing program. Asked if every company should engage in social media, he noted that while they all need a social presence, not all businesses need to engage in social media. At ITEXPO East, Hayner will discuss the importance of working closely with the channel. As for his 2012 prediction, Hayner pointed to the increasing adoption of cloud technology.

Their entire conversation follows:

1.      What was the most significant technological advancement in the past 12 months and why?

Mobile 3D. 3D has become so big in the movie industry; it’s the hot new trend for television technology, movies, and now it’s even finding a presence in the mobile market. The best part is you don’t need the special 3D glasses for it. It’ll be interesting to see how this technology pans out in the mobile market in the coming year.

2.      What has been the biggest trend in your market segment and how is it impacting your customers?

The biggest thing I see is that more and more SMBs are adopting cloud technologies once they come to realize that these solutions are more affordable for small businesses. The cloud opens doors for us and our channel partners which in turn grows our customer base and customer scope.

3.      What is the biggest challenge facing your customers today and how is your company helping address that challenge?

Our customers need to do the most they can with the least they need. We can help them increase their productivity at the same time that we’re helping them with cost savings. They don’t have to compromise one for the other. During a time when the economy still hasn’t bounced back, they need those advantages and we’re able to provide that value.

4.      How has the cloud impacted your business? How has it impacted your customers?

Similar to the above – as the cloud becomes more prevalent, more people become familiar with the benefits businesses gain from cloud computing, especially cloud communications, we find it easier to sell our services. Especially in the SMB market, they’re starting to understand that these types of solutions aren’t just for enterprise customers; they too can benefit from the same advantages as the larger companies do. It’s helping them to be more competitive in their own marketplaces.

5.      Will cloud-based communications expedite the end of the premises-based PBX market?

Yes! The more those businesses that learn about the cloud, the more businesses that will adopt hosted solutions. When buying a premise-based solutions there are many different cost components including installation, configuration, hardware, maintenance agreements, software upgrades, site visits, additional ports,  voice circuits, data circuits, carrier fees, staff to manage the hardware... the list is endless. It is estimated that a cloud-based solution cuts deployment time by 75 percent, management time by 90 percent and TCO by 25-30 percent over a premises-based solution. It also brings the costs of new systems from $2000 a user down to $250-$350 per user. Hosted solutions can be deployed, managed, and monitored in less time, for less money.

6.      What approach has your business taken to social media? If you have implemented a social media program, have you been able to evaluate your program’s success?

Our approach has been to use social media as part of our thought leadership strategy and it has been a vital piece of our overall marketing program and efforts. To date, our thought leadership program has been successful and we attribute a good piece of that to our social media efforts that support this ongoing initiative.

7.      Does every business need a social media presence? Why or why not?

Every business that values thought leadership definitely needs a social media presence, but not all businesses need to engage in social media. What’s more important is that if a business is going to have a social media presence, it is absolutely necessary to keep that presence maintained, managed and kept current. Having social media outlets and posting sporadically (or not relevant, useful information) can do more harm than not having a presence at all.

8.      What can attendees expect from your company at ITEXPO?

It’s imperative for service providers to work closely with the channel, providing them with the tools they need to be successful. Even more important, however, is the provision of a structural foundation of industry standards and guidelines and the ability to support channel partners in meeting these industry requirements. I will be joined by an Apptix (News - Alert) executive to discuss “Educating the Channel with Industry Standard Certifications” on February 1st from 2:30-3:15pm.

Additionally, I will present on the topic of “Enabling the Channel to Sell on Value” at Telecom Reseller (News - Alert) Week on February 3rd at 11:45am. The free seminar at ITEXPO teaches attendees how to effectively sell IP Communications equipment and services, with proven tips and best practices for addressing the challenges resellers face in today’s economy.

Quality organizations wanting to discuss partnership opportunities can visit Alteva and USA Datanet in booth #801. We will showcase both hosted Unified Communications (News - Alert) solutions offerings at our booth, and our channel managers will be onsite to engage with channel partners.

9.      Make one technology prediction for 2012 and consider its impact.

We see cloud adoption increasing. One of the major challenges in the cloud, like any new technology, is education as well as standardization. What does the cloud mean and how can it best impact my business? As the industry becomes more educated and as that knowledge is shared with businesses, we will see a greater adoption of cloud technology, especially in the SMB space.

Want to learn more about the latest in communications and technology? Then be sure to attend ITEXPO East 2012, taking place Jan. 31-Feb. 3 2012, in Miami, FL. ITEXPO offers an educational program to help corporate decision makers select the right IP-based voice, video, fax and unified communications solutions to improve their operations. It's also where service providers learn how to profitably roll out the services their subscribers are clamoring for – and where resellers can learn about new growth opportunities. For more information on registering for ITEXPO registration click here.

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