Jan-Feb 2020 - ChannelVision Magazine

How Channel Partners Can Capitalize on the Cloud Migration Movement By Sascha Mehlhase The surging adoption of cloud-based solutions in the past decade could easily be defined as a digital movement. The evolving uses and developments of the cloud have forever changed how com- panies conduct day-to-day business and engage with customers. We have come to a point where it would be difficult to find an industry that has remained unal- tered by the cloud movement. One industry in particular that has experienced significant disruption and change due to the emergence of the cloud is the telecom industry. As end us- ers continue to demand flexible, fast and accessible global communications, more businesses are turning to modern cloud- based communication offerings over legacy telecom services to meet those needs. If done with thoughtful and stra- tegic planning, a business can find that migration from telecom to cloud-based communications services can be smooth and well worth the numerous benefits. Channel partners are also experienc- ing the impact of the cloud’s expanding presence within the enterprise communi- cations industry through their enterprise customers’ investments in APIs and other cloud-based communication tools. As more businesses invest in these tools and partner with cloud-based communications service providers (CSPs), the expecta- tion for channel partners to facilitate these connections and provide these services also increases. Within 2019 alone, we saw number of cloud-based CSPs and enterprises putting stronger emphasis on building out their channel programs as they diversify services and better cater to mid-market and SMB businesses. It is favorable for channel partners to support and adapt to the trend of busi- nesses’ migrating to the cloud because embracing this shift early will help them proactively define their own role and add value in a cloud-focused world. Below are three ways channel partners can approach cloud migration to further differentiate for their enterprise customers and advance their growth in this digital movement. • Leverage partnerships to become more specialized and service oriented. For channel partners, one perceived challenge of the growing cloud trend is it has made their role a bit opaque. Due to the flexibility and conve- nience of the cloud, businesses may no longer be turning to channel partners for help with onboarding of the software or support after the implementation, taking away these once dependable revenue streams. Instead, channel partners need to shift their thinking and business model from that of a reseller to instead that of a highly specialized expert on the cloud solutions. In this position, the term “part- ner” will truly define their role as a valu- able resource for customers migrating to the cloud. This type of pivot in thinking will help channel partners establish an invaluable role for themselves as their customers continue to implement new cloud-based communication software and need help in doing so. • Build relationships with credible cloud-based communications ven- dors. With cloud migration becoming more ingrained within enterprise com- munications services, now is the opti- mal time for channel partners to build relationships with quality cloud-based communication vendors to diversify their product portfolio. However, it is important that channel partners research before- hand when selecting a vendor and en- sure they are in agreement with the ven- dor’s customer service model. For ex- ample, if encountering any issues in call quality or security of network, customers will look to a channel partner for support to quickly address these issues on their cloud-based communications. Therefore, it is important for a channel partner to select a cloud-based communications provider that is both responsive, acces- sible and provides 24/7 support. • Sharpen and modernize differen- tiators to customers. In today’s incredibly competitive and fast-paced communications market, it is smart for channel partners to anticipate chang- ing customer’ preferences. And with the flexibility of the cloud, customers’ needs have become even more fluid and unpredictable. End-users expect instant and seamless voice and messaging services; and any- thing less can negatively impact a com- pany’s reputation. The robust scalability of cloud-based telecom services enables the integration of an end-user’s engage- ment capabilities into existing applications to create a more tailored experience, em- powering channel partners to help cus- tomers improve the end-user experience. As with most significant technologi- cal shifts, businesses that adapt to the emerging technology and find new ways to redefine their business value will remain relevant and competitive. The same can be said for channel part- ners that embrace the cloud and digital movement. If positioned correctly, a channel partner can find a wealth of opportunity within the cloud. o Sascha Mehlhase is senior director of product management for West Telecom Services and Flowroute, now part of Intrado. VIRTUAL REALITY 26 CHANNEL VISION | January - February, 2020