CONTENT REVISITED Satellite IoT channelvisionmag.com Volume 23 Issue 4 JULY - AUGUST 2024 The Voice of the Channel Sponsored by AI Washing 24 Scan to Register EMAIL THREATS CLARITY IN COMPLEXITY Partners’ Role in a New Networking Environment
Follow Us LetsTalkSolutions@entelegent.com www.entelegent.com Leverage Up-Sell & Cross-Sell Opportunities Free Up Resources & Increase Productivity Expand Your Reach, Explore New Markets & Verticals STILL JUGGLING MULTIPLE TECHNOLOGY VENDORS? On top of everything else, managing the complexities of individual provider relationships and service offerings makes it hard to focus on your own business growth and profitability. Simplify Your Solutions Strategy with EnTelegent Contact Us 800-975-7192 Grow Your Business Faster, Without All The Headaches. Keep it simple by leveraging a Single-Source IT and Telecom Business Solutions provider that streamlines it all. Make EnTelegent Solutions Your Ultimate Technology Partner. Our single-source solutions consolidate everything under one roof, from Managed Services to Network Services, VoIP/Voice, Connectivity, EnVision IT and Telecom Activity and Expense Management, and Mobile Device Support Services. We even offer White Labeling. Simplify procurement and management and ensure seamless integration, compatibility, and interoperability across all client systems.
JULY - AUGUST 2024 EMERGENT 8 The edge of edge computing 8 NTS has phone face 10 AI CCaaS priority shift 10 NaaS still emerging 12 AI Course Correct Cutting through the noise and getting to outcomes is key with AI By Gerald Baldino 22 Starting the AI Conversation Telarus AI QSA module for SolutionVue streamlines AI consultations By Gerald Baldino CYBER PATROL 24 Most vulnerable verticals 24 Premium price drop 26 Cyber churn 26 Security drags on IT time 28 Cyber Stressed Workers feel heat as email threats intensify By Gerald Baldino CHANNEL MANAGEMENT 36 Clarity in Complexity Tech advisors’ role in a new networking environment By Martin Vilaboy 44 Different Paths, Same Destination Content marketing is changing, but the objective is the same By Gerald Baldino 48 Multiple SD-WAN Options Key to Selling More By Glen Nelson MOBILE & WIRELESS 50 Satellite IoT’s rapid growth 50 FWA reshaping broadband 51 Telesystem soars with Viasat 51 T-Mobile channel subsidy 52 Demystifying Satellite IoT By Alastair Macleod 54 5G on Tap RYTHMz delivers reliable, ultra-fast connectivity to MSPs By Gerald Baldino VIRTUAL REALITIES 56 Rev.io Launching New Era of Professional Services Automation By Gerald Baldino 58 The AireSpring Advantage Transforming enterprise network management By Gerald Baldino 60 FirstComm Levels Up Its Sales Stack By Gerald Baldino CORE COMMUNICATIONS 62 A Sizzling Hot Deal for Restaurants Snom’s M500 DECT series 6 Editor’s Letter 63 ICYMI 66 Ad index CONTENTS Volume 23 – Issue 4 4 CHANNELVISION | JULY - AUGUST 2024
At the recent Telarus partner summit in Nashville, two themes were repeatedly mentioned during various keynotes, panel discussions and press briefings. Whether discussing data from a partner or end-user poll or first-hand anecdotal evidence reflecting the state of communications and network service sales, the primary message, more often than not, hinged on either “cybersecurity” or “complexity.” In both cases, these two concepts were brought up in relation to the large prospects currently facing technology advisors and channel providers. Although artificial intelligence (AI) still firmly sits at the top of the hype meter, cybersecurity remains top of mind with IT decision-makers, and it’s the topic in which most small-to-mid-sized enterprise buyers – particularly those lean on IT resources – are looking to discuss. In short, cybersecurity is arguably the number one opportunity for technology advisors to add revenue growth in the near term. Similarly, technical complexity, it’s generally believed, tends to benefit trusted advisors, presumably placing greater reliance on their advice and expertise. It’s why channel partners surveyed recently by CompTIA cited “growing complexity of tech creating demand” as the number one factor contributing to a healthy IT channel in 2024. And when considering the accelerating rate of innovation in business technology, the sprawling tool sets and attack surfaces, staff shortages and shifts in networking environments (see cover story, page 36), IT decision-makers currently face more than their fair share of complexity. The educational sessions at the upcoming CVxEXPO24 in Scottsdale, Ariz., this November, were designed specifically to help channel partners manage and capitalize on the opportunities around cybersecurity as well as the technology complexity challenging today’s IT buyers and sellers. Expert-led training sessions and panel discussions on cybersecurity, for instance, can be found across all three concurrently running topic tracks, which include a Sales & Marketing Training Track; Technology Opportunities Track; and a Compliance & Regulatory Track. Beyond cybersecurity, our education will take attendees on deep dives into the most pressing topics and relevant technologies currently channel partners and their customers. At CVxEXPO24, we won’t waste your time with veiled sales pitches or slide decks listing company differentiators. Rather, our highly curated schedule of session topics and panels, led by a hand-picked cast of moderators, will be loaded with practical sales advice, honest discussions on the opportunities impacting the channel, expert training, and actionable tactics that can be used immediately to accelerate sales and operational strategies. Check out cvxexpo.com for details and get ready to be inspired and equipped with the knowledge to take your business to new levels. We look forward to seeing you this November in Scottsdale. Come and find your clarity. Find Clarity at CVxEXPO LETTER Martin Vilaboy Editor-in-Chief martin@bekabusinessmedia.com Brady Hicks Contributing Editor brady@bekabusinessmedia.com Gerald Baldino Contributing Editor gerald@bekabusinessmedia.com Percy Zamora Art Director percy@bekabusinessmedia.com Jen Vilaboy Ad Production Director jen@bekabusinessmedia.com Berge Kaprelian Group Publisher berge@bekabusinessmedia.com (480) 503-0770 Beka Business Media Berge Kaprelian President and CEO Corporate Headquarters 10115 E Bell Road, Suite 107 - #517 Scottsdale, Arizona 85260 Voice: 480.503.0770 Email: berge@bekabusinessmedia.com © 2024 Beka Business Media, All rights reserved. Reproduction in whole or in any form or medium without express written permission of Beka Business Media is prohibited. ChannelVision and the ChannelVision logo are trademarks of Beka Business Media 6 CHANNELVISION | JULY - AUGUST 2024
While it’s being said that edge computing has failed to live up to the hype, that notion is arguably more about the hype than it is an issue with the technology. Hampered by limited 5G rollouts up to this point – a key component of edge computing – a lack of standardization, and marketing that focused more on the technology than customer needs and use cases, edge computing in reality is simply still in its early days. According to Accenture findings, for example, only half of the companies that already utilize edge computing today integrate it fully into their network infrastructure. Even so, industry analysts and telco executives remain bullish on edge computing, as the 5G and standards environments mature and the demand for more efficient processing at the outer nodes continues to grow. Not that things have been all that lackluster so far, with the edge computing market value increasing a healthy 48.4 percent year-over-year, from just more than $9 billion in 2022 to $13.5 in 2023, show figures from GMI Insights. But the research firm expects substantial growth to come after 2028, resulting in the worldwide edge computing market skyrocketing 1,108 percent over the next eight years. The Fanvil i66 and i67 premium IP video door phones, engineered for secure access control at building entrances, are now available from technology distributor NTS Direct. These models belong to Fanvil’s sophisticated i6 series of smart door phones, tailored for apartments, commercial buildings, communities, and industrial parks. They provide robust multi-factor authentication, including face recognition and can be integrated with other security devices. The Fanvil i66 (pictured) features a 4-inch color display with backlit keyboard, while the Fanvil i67 offers a similar 7-inch screen. Both models offer a 1080p Full HD 2MP camera for face recognition with 99%+ accuracy and IP66 and IK07 ratings for durability against dust, water and other environmental factors. According to a survey by business video messaging provider Loom, half of remote professionals believe 40 percent or more of their time spent on live conferencing is unproductive. Just less than half of all professionals surveyed believe asynchronous (recorded) video messages allow then to easily communicate with co-workers without setting up a meeting. Often, the term asynchronous is associated with the negativity of only going one way or in one direction. But in today’s fast-paced business environment, in which co-workers and partners often are geographically distributed, asynchronous video messaging is addressing some of the deficiencies of standard live video meetings. In turn, argue executives at IP communications platform provider Bicom System, it’s an emerging trend to watch within business communications. Async video messaging encapsulates a video response that a team member can create and share with their team to catch them up on the latest updates – a message that can be replayed and rewound at the receiver’s convenience in case they missed out on a particular detail. If needed, team members can then issue responses to the initial video at their convenience, rather than bending their schedules to meet at a designated time. The video messages also alleviate the inconvenience of communicating across multiple time zones, while retaining some of the human element that synchronous meetings offer, making it a more favorable option over emails or voice recordings. “While some companies have already started utilizing video as an onboarding tool, we are likely to see more companies adopting this approach,” said Bicom executives. The Early Edge of Edge Computing NTS Adds Face Recognition Door Phones The Rise of ‘Async’ Video Messaging EMERGENT Edge Computing Market Growth, 2022 to 2032 Source: Uptime Institute; 2022 How would your organization use AI within its combined unified communications and contact center platform? Source: 8x8 Source: GMI Insights; Mordor Intelligence Emerging Tech Impact Radar – Artificial Intelligence Source: Gartner, January 2024 Data-centric AI technologies AI trust technologies GenAI-centric technologies GenAI-native applications Expert VAs Smart robots Citizen data engineer Knowledge graphs Responsible AI AI TRiSM Multiagent generative systems (MAGS) Multistage LLM chains Massive LLMs Multimodal GenAI Vision transformers User-in-theloop AI Hallucination management Provenance detectors Sustainable AI Data fabric Fully autonomous driving Smart Space Model hubs Self-supervised learning Firstprinciple AI Neuromorphic computing Composite AI AI chips Deepfakes BMIs Decision intelligence Synthetic data AI-enabled technollogies Core AI technologies 6 to 8 Years 3 to 6 Years 1 to 3 Years Now (0 to 1 Years) Low Medium High Very High Wha Current AI Efforts and Future Investment Mos Sourc $200B $175B $150B $125B $100B $75B $50B $25B $0 2022 $9B $13B $28B 2023 2028 (Projected) 2032 (Projected) Voice of employer (VoE) Out-of-the-box access to developer tools Mobile applications Speech/interaction analytics Voice of Consumer (VoC) Predictive/other analytics Recruiting/onboarding Customer journey analytics Real-time agent assistance Workforce management (WFM) Performance management Knowledge management/knowledge base Customer self-service automation Quality management/interaction evaluation 43% 41% 41% 37% 34% 33% 32% 31% 31% 27% 27% 27% 24% 22% Aggressively Limited implementation 33% Exploration 45% 37% Sour 0 10 20 30 40 50 Percentage of Respondents Se Networ Sof Us a Serv re configu Har A Wha Sourc Ongo The Go $157B 8 CHANNELVISION | JULY - AUGUST 2024
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In a recent survey conducted by CRM solution provider Workbooks, participants voiced a strong preference for human support over AI-powered solutions in CRM deployments, seemingly shedding some light on the limitations associated with the reliance on AI within CRM systems, said the company. The survey, which gathered insights from a diverse range of businesses, revealed a clear consensus among respondents: direct human contact and access to a support team during and after deployment are paramount. While AI-powered support may offer efficiency and cost-effectiveness, the survey found that direct access to a human support team during and after deployment was voted the most important kind of support, receiving an average rating of 8.4 out of 10. In contrast, access to an AI-powered support bot was rated the least important, with an average score of only 4.3 out of 10. According to executives at Workbook, these results underscore a growing disillusionment with increasingly AI-driven solutions in CRM deployments. While AI has its merits in streamlining certain processes and deriving data-driven insights, it presently lacks the empathy, understanding and adaptability inherent in human interactions, they argue. In terms of CRM deployments, a business might have unique requirements, for example, and AI bots might struggle to address the specific needs and challenges that arise during deployment. Human support teams, on the other hand, can provide the flexibility and expertise necessary to navigate these complexities. “While AI is beginning to play a role in streamlining aspects of CRM, our survey underscores the enduring value of the human element in implementing and supporting this business-critical software,” said Dan Roche, chief marketing officer at Workbooks. “People crave more than just digital assistance; they seek the irreplaceable value of human support in navigating the complexities and nuances of CRM implementations.” The survey results, said Workbook executives, simply reinforce the importance of “R” in CRM. Despite the inevitability of its importance in ongoing digital transformation, network-as-a-service (NaaS) has been adopted by only 8 percent of enterprises as of the end of 2023, according to researchers at TeleGeography. Another 8 percent were in the process of adopting, while the largest group of respondents had heard of NaaS but had not looked into it. “Customer self-service automation” and “workforce management” are the top ways AI currently is being used within organizations’ contact center platforms, named by about 50 percent of respondents to a new 8x8 survey. Moving forward, however, for those organizations just beginning to experiment with or planning to use AI, “quality management/interaction evaluation” jumps onto the top of list and “knowledge management” moves into the top three. Human Support Trump’s AI in CRM Deployments Enterprises Slow to Adopt NaaS AI Contact Center Priority Shifts EMERGENT What best describes your stage of adoption of NaaS (2023) We head about NaaS but have not done research 33% Have begun research but have not selected a service 26% Decided not to use NaaS 17% Have purchased and used NaaS solution(s) 8% In the process of adopting NaaS 8% Not familiar with NaaS 8% Source: TeleGeography; 2024 state of WAN report 10 CHANNELVISION | JULY - AUGUST 2024 Edge Computing Market Growth, 2022 to 2032 Source: Uptime Institute; 2022 How would your organization use AI within its combined unified communications and contact center platform? Source: 8x8 Source: GMI Insights; Mordor Intelligence Emerging Tech Impact Radar – Artificial Intelligence GenAI-native applications Fully autonomous driving Smart Self-supervised learning Composite Ienabled technollogies Core AI technologie $200B $175B $150B $125B $100B $75B $50B $25B $0 2022 $9B $13B $28B 2023 2028 (Projected) 2032 (Projected) Voice of employer (VoE) Out-of-the-box access to developer tools Mobile applications Speech/interaction analytics Voice of Consumer (VoC) Predictive/other analytics Recruiting/onboarding Customer journey analytics Real-time agent assistance Workforce management (WFM) Performance management Knowledge management/knowledge base Customer self-service automation Quality management/interaction evaluation 43% 41% 41% 37% 34% 33% 32% 31% 31% 27% 27% 27% 24% 22% $157B
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EMERGENT The artificial intelligence market is starting to resemble California around the height of the gold rush, when surface gold started disappearing, forcing miners to dig deeper into the earth to find it. As business leaders become savvier about AI and intelligent technologies lose their initial marketing appeal, surface-level sales opportunities driven mostly by hype will become increasingly scarce. Warning signs already are starting to appear in the market, with AI moving toward a state of inflated expectations and concerns about false advertising starting to mount. In response, channel marketers need to avoid the trap of focusing too much on AI when selling and instead try to connect AI technologies to specific outcomes. Partners must also help clients see through marketing jargon and understand exactly what AI products offer and how they solve specific challenges. AI Washing Crackdown Companies are facing growing scrutiny about how they use AI in their products and services. While there is currently no federal AI regulation policy in the United States, both the Federal Trade Commission (FTC) and the Securities and Exchange Commission (SEC) are cracking down on organizations that make exaggerated claims in their products and advertising – a practice now being referred to as “AI washing.” In 2023, the FTC filed a suit against several companies for misrepresenting how they used AI in ecommerce By Gerald Baldino Cutting through the noise and getting to outcomes is key with AI AI Course Correct 12 CHANNELVISION | JULY - AUGUST 2024
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business opportunities. The defendants agreed to pay more than $21 million in damages and are now permanently banned from selling ecommerce business opportunities. The SEC is separately targeting investment advisors, broker-dealers and public executives that incorrectly tout their use of AI. “We’re at the point where this is a huge focus of every part of the SEC, including enforcement,” said Akin Gump Strauss Hauer & Feld partner Brian Daly via Legal.io. In March, investment advisors Global Predictions and Delphia agreed to a $400,000 settlement with the SEC following claims that they provided false and misleading statements about AI. And in June, the SEC charged AI recruitment startup Joonko founder Ilit Raz with defrauding investors and making incorrect claims about the company’s use of AI. “As more and more people seek out AI-related investment opportunities, we will continue to police the markets against AI-washing and the type of misconduct alleged in today’s complaint,” stated SEC Division of Enforcement director Gurbir Grewal. “But at the same time, it is critical for investors to beware of companies exploiting the fanfare around artificial intelligence to raise funds.” In a recent high-profile example of AI washing, Amazon faced criticism after reports surfaced that its Just Walk Out technology, which enables cashless grocery store payments, relies on roughly 1,000 human workers. The company refuted the AI washing claims, asserting that its employees merely help validate certain transactions. Regardless, Amazon generated considerable backlash for not disclosing the human involvement in its operations. This is just the tip of the iceberg with AI washing. The practice is widespread and has been occurring for years. Only now, it has an ugly new buzzword, similar to how “greenwashing” describes dubious environmental benefits. As FTC Division of Advertising Practices attorney Michael Atleson pointed out, AI is an “ambiguous term with many possible definitions.” While it can refer to a variety of tools and techniques, it’s ultimately just a marketing term. “AI hype is playing out today across many products, from toys to cars to chatbots and a lot of things in between,” explained Atleson on the FTC blog. “Breathless media accounts don’t help, but it starts with the companies that do the developing and selling. EMERGENT Emerging Tech Impact Radar – Artificial Intelligence Source: Gartner, January 2024 Data-centric AI technologies AI trust technologies GenAI-centric technologies GenAI-native applications Expert VAs Smart robots Citizen data engineer Knowledge graphs Responsible AI AI TRiSM Multiagent generative systems (MAGS) Multistage LLM chains Massive LLMs Multimodal GenAI Vision transformers User-in-theloop AI Hallucination management Provenance detectors Sustainable AI Data fabric Fully autonomous driving Smart Space Model hubs Self-supervised learning Firstprinciple AI Neuromorphic computing Composite AI AI chips Deepfakes BMIs Decision intelligence Synthetic data AI-enabled technollogies Core AI technologies 6 to 8 Years 3 to 6 Years 1 to 3 Years Now (0 to 1 Years) Low Medium High Very High Current AI Efforts and Future Investment Source: CompTIA, 2024 IT outlook Aggressively pursuing integration 22% Limited implementation 33% Exploration 45% Significant decrease Moderate decrease No change Moderate increase Significant increase Future Investments Current Adoption 25% 37% 25% 7% 7% 14 CHANNELVISION | JULY - AUGUST 2024
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We’ve already warned businesses to avoid using automated tools that have biased or discriminatory impacts. But the fact is that some products with AI claims might not even work as advertised in the first place.” In the months ahead, we are likely to see more examples of AI washing come to light. Regulatory agencies, media groups and customers are paying close attention to AI in advertising and calling out companies that are misleading customers and investors. For channel partners, this shift is both a wakeup call and an opportunity. Companies must be ready to defend their use of AI and demonstrate exactly how they are using it to enhance their operations. Beyond the Hype At this point most business leaders are aware they need AI to compete, even if they are not certain how or where they should be using it. Workers also are increasingly viewing AI as a positive technology that can eliminate manual, timeconsuming tasks. In a Censuswide study sponsored by Jitterbit, 85 percent of office workers said they expect AI to improve their roles, while 96 percent believe AI can enhance their professional skills. This positive sentiment bodes well for partners that are selling AI-enhanced products and services. But eventually, the hype surrounding AI will pass. When this happens, AI will no longer carry the same weight. Gartner’s latest Hype Cycle for Emerging Technologies predicted that generative AI is transitioning toward a state of market disillusionment. More recently, in its 2024 Emerging Tech Impact Radar, Gartner explained that AI-centric technology “is moving from hype to a critical enabler for most tech providers in the next two years, fueled by advancements in domainspecific and multimodal LLMs, model hubs, provenance detectors and hallucination management.” As AI becomes an essential product component, companies will begin to de-emphasize the technology in their sales and marketing strategies. This shift is already starting to take place, with organizations such as SaaS provider Hex now offering complementary AI. “Charging extra for AI is like having an add-on for ‘cloud’ in 2014,” the company said in a blog post. “That might have been a meaningful – and potentially monetizeable! – distinction for a short time, but within a couple of years it was just table stakes. We believe that AI will follow a similar arc. Anyone starting a new SaaS app today is building it assuming AI, and don’t have add-ons or a non-AI tier. This is where the puck is going, so we might as well go there.” Changing Gears To remain competitive with AI, partners are encouraged to start focusing less on AI features and benefits and more on specific outcomes during consultations. Leading with AI as the main selling point does not always work – especially with small-and mediumsized customers that lack robust technical teams. “The fact that an app uses AI does not automatically make it valuable or interesting to the average SMB,” vcita CEO Itzek Levy recently told Forbes. “If you ask your local barber or tax consultant what they think of a new AI app, they probably won’t How is your company currently using AI? (Select all that apply) Marketing 38.72% Customer service 34.13% Product/service development 31.94% Sales 30.14% Business forecasting 16.37% Human resources 15.17% Payroll/bookkeeping 12.74% Appointment/reservation scheduling 10.38% Shift scheduling 8.98% Other 3.79% Not currently using AI 21.56% Source: Cox Business 2024 SMB Owner survey 16 CHANNELVISION | JULY - AUGUST 2024
admire the advanced technology behind it; they will more likely address its value to their business. It’s less about ‘the AI that powers it’ and more about ‘how it helps my business.’” Outcome-based selling requires spending time building trust and rapport and getting to know each customer’s specific needs and challenges. By listening to the customer and identifying pain points, it then becomes possible to narrow down specific solutions and outcomes. Adopting an outcome-based strategy also can help avoid promoting the wrong type of AI. For example, you might approach a customer such as a retailer thinking they are a potential fit for gen AI. But during the discovery process, it might become apparent they are struggling with sales or supply chain forecasting. In this example, gen AI or large language models (LLMs) may not apply. “GenAI is not a silver bullet, even if it may seem that way due to its popularity,” explained Gartner senior director Leinar Ramos via Fierce Network. “In fact, it is often not the right fit for most AI use cases. For instance, for prediction and forecasting large language models (LLMs) and GenAI are not the best fit. LLMs are not currently designed to do the kind of numerical predictive and statistical modeling required for things like demand prediction, sales forecasting, timeof-arrival estimation, weather forecasting and supply chain forecasting. Supervised machine learning might be a better fit in these instances than current generative AI models.” AI-Native vs. Embedded AI Many business leaders are still behind the curve with AI, which puts them at a disadvantage when selecting and implementing solutions. Customers in this position are more likely to buy into marketing hype and rush emerging technologies into production. Considering this, it helps to educate and upskill customers by providing access to articles and videos, as well as engineers and technical advisors. To start, partners can make certain that customers understand the fundamental difference between AI-native products and services and those which leverage AI to automate specific functions. “AI native is the concept of having Please select the top three reasons you chose to or plan to invest in AI for your business. (Select up to three responses.) Make my team more productive 42.12% Get ahead of competition 40.32% Strengthen marketing efforts 30.94% Develop more innovative products/services 26.55% Improve customer service 25.15% Improve the employee experience 21.36% Streamline admin tasks (scheduling, payroll, taxes, etc.) 19.36% Reduce headcount 15.77% Address challenges of labor shortages 11.58% Stand out as a market leader 9.78% Source: Cox Business 2024 SMB Owner survey In what areas of your business would you like to use AI in 2024? (Select all that apply.) Marketing 43.51% Customer service 40.52% Buesiness forecasting 38.53% Product/service development 30.54% Payroll/bookkeeping 28.74% Shift scheduling 27.74% Sales 20.96% Appointment/reservation scheduling 25.15% Appointment scheduling 16.37% My business will not be using AI in 2024 13.17% Other 5.39% Source: Cox Business 2024 SMB Owner survey To remain competitive with AI, partners are encouraged to start focusing less on AI features and benefits and more on specific outcomes during consultations. 18 CHANNELVISION | JULY - AUGUST 2024
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intrinsic trustworthy AI capabilities, where AI is a natural part of the functionality, in terms of design, deployment, operation and maintenance,” explained Ericsson in its Defining AI Native white paper. “An AI native implementation leverages a data-driven and knowledge-based ecosystem, where data/knowledge is consumed and produced to realize new AI-based functionality or augment and replace static, rulebased mechanisms with learning and adaptive AI when needed.” Definitions of AI-native also can vary from company to company. Here is how Juniper Networks defines AI-native in a post, through a networking lens: “For us, AI-Native Networking means harnessing AI to improve NetOps, and developing networks specifically optimized for AI workloads. In other words, AI-Native is purpose-built for AI rather than adding AI as an afterthought.” With embedded AI, the AI is integrated into a product or service. The resulting AI-enabled – or AI-driven – solution typically offers superior performance. By embedding AI into existing products, companies can add value to their products and go to market much faster. Again, it’s critical to investigate how companies actually use AI in their products and services. As Atleson explained, using an AI tool during development is different from the product containing AI. ‘Evolution Not Revolution’ According to CompTIA, 22 percent of firms are aggressively pursuing AI across a range of technology products and business workflows, while 33 percent are engaging in limited implementation of AI. Meanwhile, 45 percent of firms are still in the exploration phase. But while adoption is accelerating, many organizations are running into unexpected obstacles, such as a lack of skilled individuals, unclear ROI metrics and the complexity of AI systems. Organizations also tend to struggle with poor data quality due to insufficient data pipelines. Moreover, businesses overwhelmingly lack the change leadership to succeed with AI transformation. In a recent Accenture study, two-thirds of executives said they lack the technology and change leadership expertise to drive the necessary reinvention for leveraging the transformative power of gen AI. While these issues can be resolved, they require time, resources and careful planning. Oftentimes, businesses try and move too quickly with AI and attempt to force results. But AI is rarely a quick fix, and to be successful companies must move methodically and responsibly. In fact, Accenture found that companies can unlock an additional $10.3 trillion in economic value by simply adopting responsible, people-centric approaches to gen AI. At the end of the day, AI is presently an emerging field and there are more questions than answers. But one thing is certain: As AI progresses and more new technologies come to market, the need for reliable partners will become even greater. By being selective with vendors, asking the right discovery questions and deploying technologies with care and outcomes in mind, partners can help customers maximize AI investments, avoid costly blunders and build trust. o Source: Gartner, January 2024 Current AI Efforts and Future Investment Source: CompTIA, 2024 IT outlook Aggressively pursuing integration 22% Limited implementation 33% Exploration 45% Significant decrease Moderate decrease No change Moderate increase Significant increase Future Investments Current Adoption 25% 37% 25% 7% 7% How SAT is Tailored to Organizations Source: Egress cybersecurity leader survey Training is tailored to each individual employee Training is tailored to each department or team Default training modules offered by the provider Training is tailored to the organization as a whole 28% 46% 19% 7% 20 CHANNELVISION | JULY - AUGUST 2024
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Starting the AI Conversation Telarus AI QSA module for SolutionVue streamlines AI consultations, delivering expert guidance and actionable advice At this point, most business leaders are aware of the benefits that come with using AI. But identifying specific use cases and deploying the right technologies is complex and time consuming, and many organizations lack the experience and resources to move AI projects forward. As a result, companies increasingly are turning to consultants for guidance and support. In fact, the latest data from the U.S. Census Bureau suggests the number of businesses using outside providers to deploy AI will more than double in the short-term. To stand out in the crowded consulting market, technology advisors must have a solid grasp on the changing AI landscape, along with the ability to offer quick and accurate guidance. However, this is no easy task, especially for agents who are behind the curve with AI and busy selling other technologies. A new service from Telarus offers a way for agents to fast-track discovery and gain a stronger foothold in the AI market. Telarus recently introduced the groundbreaking AI Quick Solution Assessment (QSA) module for its SolutionVue intelligent discovery platform, which transforms how advisors approach AI conversations with existing and prospective customers. Technology advisors can use SolutionVue’s AI QSA module to start AI conversations, offer valuable strategic assessments and level up their subject matter knowledge. 22 CHANNELVISION | JULY - AUGUST 2024 By Gerald Baldino EMERGENT
AI QSA for SolutionVue The new AI QSA module for SolutionVue provides simple, selfguided discovery across high-demand AI areas including self-service chatbots, quality management, agent assist and coaching, among others. The tool eliminates time waste and guesswork during sales conversations and aims to quickly match customers’ short-and long-term needs with certified Telarus suppliers. “AI QSA contains a dynamic wizard questionnaire,” explained Telarus senior vice president Nate Juraschek. “Unlike many of the other surveys in this space, the tool actually changes the nature of all the questions that populate as you fill it out, based off of answers to previous questions.” After walking the customer through a short 10-minute questionnaire, the technology advisor receives a detailed summary containing expert research into the available technologies and suppliers. For the first time, SolutionVue now also offers unique Telarus perspectives along with each supplier recommendation. This way, advisors can explain why each recommendation is a potential fit. The AI QSA generates suggestions from a vetted supplier list and best practices from the company’s in-house team of AI subject matter experts. So while the tool only takes roughly a minute to produce each custom report, the results are based on years of deep research and insights around all of the various technologies and suppliers. How AI QSA Supports Technology Advisors Some technology advisors may feel apprehensive about using automated sales wizards that attempt to streamline customer conversations. But with the AI QSA module, advisors retain complete control over the output document and customer experience. The wizard produces a fully customizable Word document with a prioritized action plan, which advisors can edit before sharing with the customer. If needed, the advisor can adjust the document to reflect what they think the supplier conversation should look like. In addition, both the output document and guided wizard can be white labeled with full branding and messaging. “The output document helps guide the next part of the sales process, which is twofold,” Juraschek explained. “For example, after going through the questionnaire you can have a conversation with the customer around all the different suppliers and recommendations that are available. Or the customer can just hand their questionnaire off to a supplier. This saves everyone time and provides the customer and supplier with more relevant information.” Most importantly, the AI QSA helps advisors ask the right questions during AI consultations. When engaging with customers, it’s common for advisors to realize that topics around AI are much larger than they originally anticipated. “There are a lot of questions that a tech advisor may not think to ask in a qualification discussion with a client,” added Telarus senior director of product marketing Nick Ochoa. “The QSA questionnaire gives the advisor a roadmap for questions that uncover the client’s needs. It takes a lot of guesswork out of figuring out what to focus on.” Furthermore, technology advisors can use AI QSA reports to improve their overall subject matter expertise and become more competitive. Reports can be shared with team members or used to create knowledge bases and training materials. “The AI QSA provides the instantaneous, actionable guidance that give tech advisors credibility in their client conversations and advances the sales process more quickly,” Ochoa concluded. “And over the long term, it helps to complete increasingly complex deals where there are more stakeholders. In that context, the solution can offer great value.” o AI QSA is now available to all active technology advisors through the Telarus Agent Back Office, a management application with more than 4,000 users worldwide. How well do SMBs understand AI? SMB Owners SMB Employees How well does you understand AI? Very well 37.33% 18.82% Somewhat well 48.9% 53.53% Not well 13.77 27.65% How well does your team understand AI? Very well 37.52% 21.76% Somewhat well 46.11% 50% Not well 16.37% 28.24% Source: Cox Business SMB owner and employee surveys, 2024 How comfortable are SMBs with using AI in their businesses? SMB Owners SMB Employees Very comfortable 42.32% 26.47% Some comfortable 43.31% 49.02% Not comfortable 14.37% 24.51% Source: Cox Business SMB owner and employee surveys, 2024 23 JULY - AUGUST 2024 | CHANNELVISION
CYBER PATROL After experiencing triple-digit year-over-year growth in 2022, increases in cyberinsurance premiums have not only slowed, they are actually declining. According to insurance broker and risk advisor Marsh, cyberinsurance premiums fell 6 percent in the first quarter of 2024, which followed a 3 percent drop in the fourth quarter of last year. According to Fitch, premiums dropped for the first time when they dipped 2 percent year over year in 2023. Why the somewhat sudden turnaround? According to Fitch analysts, insurance providers initially rushed into the cybersecurity business with high expectations but low understanding of security, leading to low initial pricing. The next few years, prices surged as realities hit providers. Insurers are also being more careful in cyber risk selection and the underwriting process, said Fitch analysts. “They are requiring that customers maintain proper cyber hygiene and risk management practices before agreeing to insure them. Additionally, insurers are tightening policy language to more strictly define terms, with more frequent insertion of sub-limits and exclusions.” A new study conducted by data collection experts SOAX revealed that healthcare was the most vulnerable industry to cyberattacks. The study utilized data from the Identity Theft Resource Center on the number of data violation cases in 2023. What’s more, the healthcare industry experienced a “staggering surge” in the number of cyberattack incidents, rising 136 percent year over year, showed the SOAX data. Further data revealed that 2023 cases affected 56 million victims within the healthcare industry. Not far behind, the financial services industry ranked second most at risk, with reported cases also skyrocketing, up 177 percent year over year. Changing network configurations have led to the need for a different security posture, argue analysts at TeleGeography, and in turn SASE (secure access service edge) is rather quickly becoming a common security framework. A networking model first described by Gartner in 2019, SASE was in some stage of adoption at most of the enterprises (53 percent) surveyed by TeleGeography for its 2024 state of the WAN report. That includes 43 percent of respondents that had adopted some elements and SASE and 10 percent that were in the process of doing so. Only 5 percent were unfamiliar with SASE, down from 20 percent a few years ago, said TeleGeography. Study Ranks Industries Most Vulnerable to Cyberattacks Cyberinsurance Premium Prices Reverse Data Violation Cases Due to Cyberattacks in the U.S., by Industry Rank Industry 2020 2021 2022 2023 Number of data violation victims 2023 1 Healthcare 306 330 343 809 56,000,000 2 Financial services 138 279 269 744 61,000,000 3 Professional services 144 184 223 308 30,000,000 4 Manufacturing - - - 259 5,000,000 5 Education 42 125 100 173 4,000,000 6 Technology 67 79 87 167 65,000,000 7 Retail 53 102 65 119 10,000,000 8 Non-profit/NGO 31 86 72 105 10,000,000 9 Transportation 21 44 36 101 12,000,000 10 Government 47 66 74 100 15,000,000 11 Other 172 308 250 81 4,000,000 12 Wholesale trade - - - 53 297,000 13 Hospitality 17 33 34 45 6,000,000 14 Utilities - - - 44 73,000,000 15 Social services - - - 15 193,000 16 HR/Staffing - - - 10 239,000 17 Unknown - 4 - 1 0 18 Manufacturing/utilities 70 222 249 - 5,000,000 Source: soax.com uting Market Growth, 2022 to 2032 ur organization use AI within its combined unified ns and contact center platform? sights; Mordor Intelligence What best describes your stage of adoption of SASE? (2019-2023) Most Frequent Type of Incidents Requiring IT Team’s Efforts 2 B $13B $28B 2023 2028 (Projected) 2032 (Projected) ement/interaction evaluation 43% Source: TeleGeography 0% 10% 20% 30% 40% 50% Other Waiting on SD-WAN Already implemented at least some elements No plans to adopt In the process of adopting Unfamiliar with SASE Plain to adopt but not yet begun Percentage of Respondents 2019 2021 2023 $157B SASE Becoming Common Security Framework 24 CHANNELVISION | JULY - AUGUST 2024
CYBER PATROL Shortly after the Commerce Department banned the use of the company’s software in the United States, Cybersecurity firm Kaspersky announced it was shutting down all of its operations in the U.S. The Moscow-based company officially began to “gradually wind down” its U.S. operations on July 20, according to a statement by Kaspersky. “The company has carefully examined and evaluated the impact of the U.S. legal requirements and made this sad and difficult decision as business opportunities in the country are no longer viable,” stated Kaspersky executives. The U.S. Commerce Department argued the company’s Russian connections posed an “undue or unacceptable risk to U.S. national security or the safety and security.” Aside from Kaspersky’s obligation to abide by Russian law, its software could be exploited to identify sensitive data of U.S. citizens and make it available to Russian government actors, the department said in a decision dated June 14. “The Department of Commerce’s action against Kaspersky Labs was taken to address a substantial threat to U.S. national security,” an agency spokesperson said in a statement to The Associated Press — adding that the action “was not taken lightly,” as it resulted from a thorough investigation and assessment of the risks posed by the products and services the company provides. Kaspersky had previously denied that it is a security threat. In a June 21, response to the Commerce Department’s decision, the company said it cannot deliberately obtain sensitive data on Americans and that its operations and employees in Russia can only access aggregate or statistical data not attributable to a specific person. Enterprises across the globe overwhelmingly cite cybersecurity, along with privacy, as their top tech and telecommunications need, show findings from McKinsey Group. They are also the main reasons for changing tech and telecommunications provider for a range of different product categories, said the research firm. “Cybersecurity and privacy” was cited as the top reason to switch provider of fixed connectivity, communications and collaboration, mobile connectivity and cloud services. It also was ranked in the top three reasons to switch for IoT, business applications and end-user devices. “Vendors with solid cyber capabilities now have the chance to capitalize on this trend by leveraging cross-selling and upselling potential, reshaping product offerings to include premium products with security add-ons, adapting product naming, and upskilling the salesforce,” said McKinsey analysts. Next-gen connectivity was the only category listed by McKinsey in which cybersecurity was not among the top three reasons for switching providers. Interestingly, mobile connectivity was the only category where price was considered a primary reason for vendor switching. Security incidents were cited most often as the incidents organizations’ IT teams most frequently work on, with 51 percent of respondents identifying these as their primary focus, according to a recent survey of IT professionals by Enterprise Strategy Group. Network infrastructure incidents followed not far behind, named among their primary focus by 44 percent. Security Incidents Take Up Most IT Time Kaspersky Shutters U.S. Operations, Banned by Commerce Department What best describes your stage of adoption of SASE? (2019-2023) Most Frequent Type of Incidents Requiring IT Team’s Efforts Source: Enterprise Strategy Group; Viavi Solutions Source: TeleGeography 0% 10% 20% 30% 40% 50% Other Waiting on SD-WAN Already implemented at least some elements No plans to adopt In the process of adopting Unfamiliar with SASE Plain to adopt but not yet begun Percentage of Respondents 2019 2021 2023 Security incidents Network infrastructure indicents Software incidents Data incidents User account and access incidents Server performance related incidents Installation and configuration problem Hardware incidents Accurate domain isolation 51% 44% 42% 37% 35% 33% 31% 31% 28% Cybersecurity a Top Reason to Switch Providers 26 CHANNELVISION | JULY - AUGUST 2024
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