The impact of convergence in the channel and the importance of vendors educating their customers on how best to implement new technology were the main issues being discussed at Britannic Technologies’ annual convergence summit last month.
Jonathan Sharp, sales and marketing director at the VAR, suggests education is the key element to making it work.
“We want to help educate our customers and bring them up-to-date with developments in the industry so they are in a better position to implement new technology and move with the times,” he said.
“We need to help our customers embrace the technology and this is a key focus for Britannic.”
Sharp explained that responsibility for educating businesses in how best to implement new technology and make convergence work lay at the door of resellers and vendors.
“Vendors and resellers must understand that one size does not fit all and every business is different,” he added. “By educating them they are in a better position to see what works for them individually and how technology will affect them. Different businesses have different pressures and requirements which we have a duty to fulfil.
“We have seen the benefits of this with firms beginning to grasp how the technology is working. We are helping their business flourish and move forward.”
Rob Bamforth, principal consultant at analyst Quocirca, agreed, but said vendors and resellers should work to make new converged technology less complicated and more user friendly.
He said: “The technology that is on the market today is not completely converged. There are products that claim to offer certain benefits but the reality of making them work comes down to businesses having the right in-house skills.
“Resellers need to look at how they can converge the skills of their customers and this is becoming a key aspect, determining what the channel can offer.
“A big problem is that convergence is still in its infancy and people are still unsure of what it all means. Businesses are finding it difficult to decide how much to invest.”
Bamforth said the channel is in a position to take some of the pain away from the end user by making things simpler and bringing them up to speed to feel comfortable with new developments.
However, Sharp warned that it is not enough for businesses to depend on vendors to make convergence fit into their business model.
He said: “Companies have to understand they need to get the foundations in place before making convergence work for them.
“They need to know what networks they need to deploy and how best to implement it into their business. If they do not plan ahead it will not work and they will not see the benefits.”
Britannic’s convergence summit has grown, from humble beginnings in 2004 when it was first held at the BT Tower with about 50 businesses and channel onlookers in attendance.
Since then, it has taken in the sights of the Williams F1 Centre and Arsenal’s glamorous Emirates Stadium before landing at the IMAX Theatre in Waterloo.
Speakers this year included Avaya, HP ProCurve, Sun Microsystems and Mitel, which were keen to get the convergence message across to the 350 guests who were eager to see similar events across the channel.
Ken Whalley, IT manager at independent finance firm Syscap, said: “It is important for end users to remain informed on how technology is developing. Vendors need to make an effort and stage more conferences to show people what is happening.
“Convergence is making things better for our business. Our staff are available when we need them and it is reducing costs. But there are also businesses that are struggling to make it work. They need help and at the moment they are not getting it.”
Tom Martin, technology manager at Shere, which specialises in self-service technology and recently installed ticket kiosks in the new St Pancras train station, said: “It is always useful to get a grip on what direction the channel is moving and get a clear insight into the market.
“Convergence has allowed us to bring our offices together and expand our network. It is making us more efficient, which is reducing our costs.”
Martin added: “Summits bring businesses together. It makes business personal and that can go a long way.”
Sharp explained: “Alongside this event [the convergence summit] we also run a number of smaller workshops during the year. They have the same focus of educating customers and showing them the benefits of a converged world.”
While saving businesses money and making staff more productive, it has been claimed the impact of convergence is making smaller businesses more competitive with their larger peers.
“Any organisation can now do business anywhere they like and with whomever they like,” commented Quocirca’s Bamforth.
“It’s not about who they are anymore. If they are capable of serving a customer they are in a very good position to compete, regardless of size.”
Scott Dobson, managing director of unified communications distributor Vcomm, agreed.
“Large businesses need to be on the lookout,” he said. “SMEs can react to changes in the market a lot quicker and are now providing services with better features and functionality at a lower cost than before.”
Resellers must wake up to convergence market