Telecoms can always go the extra step.
It's what makes this industry so exciting. Technology is always evolving, and anyone operating in the industry can see these seismic changes occur right before their eyes. It's exhausting keeping up with everything, but you never get anywhere just by standing still.
That's the case when it comes to unified communications (UC). As of 2023, the UK alone makes up 6.4% of the UC's market global revenue, and looks set to maintain that trajectory. Solutions such as Microsoft Teams and Webex will remain a mainstay, and suppliers will be finding new ways to take them further.
For partners looking to make their mark in the market, it's a fascinating opportunity that can't be overlooked. We've seen how partners, when building on the foundations of a "stable relationship", discover the true value of these solutions can be realised.
The importance of unified communications
Between 2021 – 2023, over a third of large businesses had already adopted UC solutions. We know how integral these solutions are in the era of remote working, as employees take their daily operations further afield. Collaboration must thrive, productivity must be maintained, and communications must remain streamlined.
This is what we've found after talking with partners about their current experiences. Their own conversations with customers have shaped their feedback, and the more capable suppliers are the ones that act on it. Continuous conversations help these partnerships grow stronger and more beneficial for all parties.
The duties of collaboration, productivity and communication are ones assigned to partners. Their customers are looking to find new ways to communicate, while those same partners seek additional revenue streams. It's why they need a supplier that can act fast to provide that increased speed to revenue.
With numerous businesses still relying on outdated legacy systems, there's always a need to provide those next level solutions. These solutions, while strong in their basic form, can always become so much more. For partners to have that edge in a market as competitive as telecommunications, those offerings must go further.
Being different is always a good structure to build from. In this case, we'll focus on two solutions that allows those partners to 'do more' with unified communications.
The dominant force of Microsoft Teams
With 320 million monthly active users worldwide, Microsoft Teams is a dominant platform in the UC market. It's the default messaging solution for millions of businesses worldwide and has certainly outstripped the competition. Both Operator Connect and Direct Routing remain popular offerings for businesses enabling Calling for Microsoft Teams.
But that Teams experience can be taken to new heights. Partners operating in the Channel can still give their customers a wider range of services to complement that experience. There are so many different components that can be added to create a complete, advanced Teams solution.
Take, for example, call data. Cavell estimate that 49% of Teams telephony users are interested in buying call analytics software, since out-of-the-box Teams doesn't address that gap. Lacking real-time insights means businesses struggle to improve customer experience and flirt with the danger of losing customers to more CX-driven competitors.
Then there's the hardware itself. Business leaders face the challenge of creating a more inclusive environment for both office-based workers and their remote counterparts. If employees aren't engaging, they aren't collaborating – simple as that.
Again, partners have to provide the opportunity for customers to do more with Teams. They need that full, enriched experience that allows collaboration to thrive. Yes, Microsoft Teams remains a dominant force, but it's a solution that can offer so much more.
A change of pace with Webex
Across over 200 countries, Cisco's Webex platform powers over 8 billion calls per month. The opening of a new data centre last month in Manchester supports Webex's continued adoption in the UK. It has every right to be seen as one of the leading solutions when it comes to unified communications.
Webex combines AI-powered collaboration with a security-centric mindset and a drive to support hybrid working. All admirable traits to have in a UC platform, of course, but there still needs to be an edge. Partners want to expand their reach into new markets and stay ahead of the curve.
In that case, partners will need to turn to suppliers who can provide that wraparound for Webex. Being cloud-based brings plenty of benefits on its own, but that journey to seamless collaboration is one that needs to be carefully managed. It's a marathon, not a sprint, and all stages of that journey must be considered.
When it comes to these kinds of solutions, it goes beyond collaboration itself. It's about creating a more connected environment that helps businesses work smarter. Market-leading expertise, when combined with secure voice and AI-powered tools, means a solution like Webex can make a massive difference.
Complementary collaboration
Solutions like Microsoft Teams and Cisco's Webex platform have every right to be called leaders in the unified communications space. They're changing the way businesses collaborate, and partners can be excited about what they can bring to the table. However, it's always worth remembering that they can be taken further.
Gamma's own Service Suite for Microsoft Teams and Webex for Gamma offering have been built through partnerships and collaboration. Working alongside Dubber, for example, means call recording capabilities can be added into that Teams solution. Collaborating with Cisco has helped bring about Horizon with Webex, with the Horizon cloud phone system now including Webex's advanced collaboration tools.
The recent launch of Gamma Edge introduces a new structured approach to how our own partners reach their goals. Across that UCaaS portfolio, all products will come with inclusive minutes, including for international calls. That unique proposition allows our partners to compete more effectively and add value to those UC solutions.
On their own, Microsoft Teams and Webex are powerful platforms to utilise. But when suppliers take the time to add a whole new value to those solutions, that's when partners really begin to benefit.
That's when they can do more with unified communications.
