Mutuality is a potent force in business. And for the channel – it is the dynamic that sits at the heart of everything.
From carrier to network; Managed Service Provider to Value Added Reseller; and all the way to the end user: inter-dependency is everywhere, because when one partner succeeds, others benefit too – a slice of someone else’s very large cake is better than having your own, much smaller one. Right?
So how to maximise your share? Where are the big economies of scale.
Well, for wholesale comms providers, the mobile operators hold the key.
Or, more precisely, the relationship that exists between the two.
Fight each other for market share and risk losing out.
Work (and grow) together and it’s a win, win.
Paul Smissaert
“Operator collaboration is about as important as it gets,” says Paul Smissaert, Managing Director at rapidly-expanding European UCaaS provider, Soluno.
“You can either work strategically with an operator like we do with T-Mobile in the Netherlands, where we help out with the portfolio, onboarding, routing, customer support, billing and pretty much everything else on their behalf, or you can work side by side with the operators like we do in Sweden and have a revenue share where we take care of the pbx bit, and they get increased traffic. That means we grow together.”
It’s a simple yet highly-effective strategy, and one which can have a game-changing effect on every aspect of the financials.
It’s not an all-eggs-in-one-basket play either.
“The more operators we have integrated in the platform, the more operators to choose from for our customers,” adds Smissaert.
“That makes being both a customer or a partner equally easy.”
That kind of mutuality on a large scale is what a successful partnership is all about.
In the Netherlands for example, one of the highest cloud-adopted countries in Europe, Soluno is helping T-Mobile grow a lot faster than the market as a UCaaS provider: proof that the two-way street is a busy one.
Elsewhere in Europe, the markets are getting more mature, and will most likely follow the trend we’ve seen in other markets with high cloud-adoptors, who have gone from on-premise, to cloud to mobile first when it comes to customer behaviour.
The more maturity in the market, the stronger the positioning for the operators.
Easy to see – then – why an ‘operator friendly’ strategy presents such huge opportunity going forward.
Not that there aren’t critical factors which both parties need to get right, but it is highly beneficial for those who do.
“Our operator partners have the opportunity to gain a large share of the market, but they need something easy to sell, with fast time to market, and without having to hire hundreds of people,” says Smissaert.
“That’s where we come in. From our perspective, an operator’s network coverage, connectivity, and softphone functionality is of course key. We also value highly an operator’s culture and their strategic long-term view of their relationship with us”
As the mobile and unified way in which the world communicates continues to rapidly evolve, it seems mutuality really is king. For everyone involved.
Anyone for cake..?
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