NUWAVE adds Tollring analytics to unified communications
NUWAVE Communications has integrated Tollring's Analytics 365 Call Analytics into its unified communications offering, adding analytics to the services it supplies through its partner network.
The integration is intended to give customers more visibility into how unified communications systems are used and how they perform. NUWAVE works with carrier partners, service providers and channel partners across the UK, Europe, North America and other international markets.
The agreement centres on Analytics 365 Call Analytics, which tracks and assesses communications activity across platforms including Microsoft Teams, Webex and Zoom. NUWAVE plans to embed the software throughout the lifecycle of its unified communications services rather than offer it as a standalone tool.
The move reflects growing demand from businesses for clearer reporting on communications platforms used across multiple systems and geographies. Providers are also under pressure to demonstrate ongoing value after initial deployment, particularly as cloud-based communications become more common in larger organisations and the public sector.
Under the arrangement, NUWAVE plans to make the analytics offering available through its iPILOT platform and wider partner programmes. This will allow partners to provide ongoing services based on usage and performance data alongside the original communications deployment.
Mark Bunnell, chief operating officer at NUWAVE Communications, linked the partnership to the rise of Microsoft Teams and other cloud services in the UK market.
"This partnership is particularly relevant in the UK market, where adoption of Microsoft Teams and cloud-based communications continues to accelerate across enterprise and public sector organisations. This collaboration strengthens our ability to support UK partners and customers with data-driven insights that improve operational efficiency and long-term value.
"We selected Tollring because they are a proven leader in turning communications data into actionable business intelligence. Tollring's approach aligns closely with how we view the future of unified communications. It's not just about enabling voice, it's about delivering the visibility and insights needed to continuously optimise performance, user experience and business outcomes.
"As businesses increasingly demand greater visibility, compliance and performance insight from their UC environments, analytics is becoming a critical component of modern deployments," Bunnell said.
Partner focus
The integration is also intended to support NUWAVE's channel strategy. Partners will be able to use data generated by Analytics 365 to develop additional services and strengthen customer relationships through ongoing monitoring and advice.
This reflects a wider shift in the unified communications market, where providers are looking beyond deployment and connectivity towards recurring service models tied to management, reporting and operational oversight. In that context, analytics tools can help resellers and carriers identify trends in call activity, user adoption and service performance.
Tollring develops cloud software focused on communications analytics, call centre analytics, conversation analysis, voice recording, fraud protection and scam detection. The company sells both directly and through channel partners and says its products are used by more than 22,000 businesses globally.
NUWAVE has been active in business communications services for more than 25 years and supports service providers offering Microsoft Teams, Zoom Phone and Webex Calling. Its iPILOT platform is designed to help carriers and partners deliver multi-platform unified communications services to channel partners and end customers.
UK demand
The UK is likely to be a key market for the combined offer because of strong adoption of Teams and broader migration to cloud-based communications. For organisations running several communications platforms at once, analytics has become more important as IT teams seek a clearer view of employee usage, call performance and operational issues.
For partners selling and supporting these systems, the ability to package analytics with unified communications could also create a new source of recurring revenue. NUWAVE said adding Tollring's software would help position analytics as a core part of communications delivery rather than an optional extra.
The product will be supported through NUWAVE Academy training and broader partner programmes, with the analytics layer integrated into service delivery through the channel.