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December 04, 2012

Datavo Sells Accession by Analogy

By Gary Kim, Contributing Editor

Datavo, a competitive local exchange carrier operating in Southern California, is the first announced user of the Metaswitch Networks “Accession Communicator” platform, which turns a hosted PBX (News - Alert) solution into a mobile solution.

The way Datavo sells the new capabilities illustrates quite a lot about how small business customers understand value, and how little they understand industry jargon. So part of the sales effort requires starting with concepts they already understand, and building from there.

“The concept really is not easy to convey in a brochure,” says Rhaphael Tarpley, Datavo’s chief operating officer. “In large part because customers really do not understand unified communications, even if that is what they actually want and need,” adds Tarpley.

“They don’t get ‘hosted solution,’ but they do understand ‘cloud’ or ‘Internet,’ and that’s the way Accession features can be sold,” Tarpley says.They might better understand the ability to start a call on one device and transition to another, especially using their smartphones.

Prospects understand the notion that the features are enabled by a free app downloaded from iTunes or Google (News - Alert) Play, Tarpley says. That seems familiar and tangible.

They don’t necessarily “get” the notion of invoking features from a Web portal. They do understand the ability to get a fax or a voicemail “just like they get e-mail,” Tarpley adds. And video calling is big.

“Accession is the cornerstone of our ‘myDatavo’ portfolio, putting mobility at the heart of a hosted offering that is now fully integrated across wireline and wireless endpoints,” says Tarpley.

Datavo expects that the new features will allow the company to establish differentiation from solutions currently offered by OTT-only service providers.

Accession Communicator not only delivers a rich communications experience, but  allows subscribers to gracefully move calls between wireless and wireline networkinfrastructures, and between smart mobile endpoints, broadband-connected PCs and fixed line phones, all while the call is in progress, he notes.

“Metaswitch’s Accession portfolio finally makes mobile UC deployable as a usable business service,” said Al Cook, vice president of product marketing at Metaswitch.

“Our focus on voice and video quality over lossy wireless networks, battery life management and platform independence makes this a real solution for customers’ modern BYOD  environments.”


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Edited by Brooke Neuman
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