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Accelerating Growth in the Channel: The Next Revenue Opportunity in UC by Ronan Higgins….

……Commercial Director at Coolwave Communications.

Cloud-based services provide fast, seamless communication in enterprises, which is vital with distributed working environments becoming the new normal. We’re seeing a rapid drive particularly towards the integration of mobile into unified communications (UC) platforms and hosted contact centres.

A lot of managed service providers are missing out on an opportunity to serve global demand for UC. According to Grand View Research, the global Unified Communication as a Service (UCaaS) market size was valued at $38.74 billion in 2020 and is expected to expand at a compound annual growth rate (CAGR) of 23.6% from 2021 to 2028.

In order to meet changing customer demands and create new revenue streams, service providers need to find ways to simplify cloud-based communications such as UCaaS, Communications Platform as a Service (CPaaS) and Contact Centre as a Service (CCaaS).

The challenge is to serve the growing demand for cloud communications globally, without adding complexities to operations.

Moving from Local to Global

 There is a growing opportunity in serving the local and global communications needs of enterprises. However, the UC market is growing in size but also in complexity. UCaaS is a great opportunity to bundle additional services into an existing offering, add value, extend reach and increase trust, but service providers need to be able to offer this without causing headaches.

The challenge is to find the right partner that can simplify and remove the barriers to entering the market. Our industry is rapidly changing, and service providers need to differentiate their offerings to capture new revenue streams in voice and messaging.

It is important to seek partner programmes that can support all kinds of channel partners, including service providers, carriers, value-added resellers and system integrators. The right partner will have a full suite of solutions to expand service providers’ portfolios and enable their business to scale in new markets.

 Capturing the UC Opportunity

A white-label platform provides one of the simplest ways to capture and monetise the growing opportunity in UC. In a single platform, service providers can gain the provisioning, managing and billing needed to grow voice in any business, with other key features like fraud prevention, ticketing and reporting included. White-labelling an all-inclusive platform for voice and messaging can create new revenue streams and opportunities, accelerate business growth and improve customer satisfaction by offering a range of new solutions.

The bundling of services can provide a real value-add for service providers in the channel trying to capture the opportunity in UC. Customers want to have easy access to a variety of services that can work together seamlessly, and enhance their operations. White-labelling an existing platform enables service providers to expand their reach and solutions, without heavily investing in their own infrastructure or internal team of experts.

Service providers can rapidly monetise voice and messaging with a partner that can execute both locally and globally. With end-to-end support and a suite of solutions, they can accelerate their growth in new markets and serve changing UC demands from customers. They can utilise a voice and messaging platform with the network and solutions needed to benefit their customers with new opportunities, and even brand it to fit their own company.

Even local, small to medium sized providers can create value end-to-end and serve the growing demand for unified communications, by partnering with an independent player that has deep expertise in developing voice and messaging services on a global scale.

 Agility in a Changing Market

Almost all of 50 of the UK’s biggest employers questioned by the BBC said they do not plan to bring staff back to the office full-time. It is clear that UC will continue to grow in demand and complexity as remote working continues on a large scale post-COVID.

The voice and messaging space is constantly evolving, and it is vital that service providers can meet this pace of change.

The right voice and messaging platform and partner programme will provide the tools to increase agility and serve changing demand in the market with simple and easy to deploy solutions. Service providers can deliver more solutions and scale business in new markets with new products, customers, opportunities and expertise, with the flexibility to adapt their approach whenever needed. A white-label platform from an expert partner can deliver a simple path forward to pivot and meet the evolving communications demands both now and in the future.

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