The Secrets To SIP Success
Posted on 17/10/2011
Winning lucrative SIP contracts is within the reach of the majority of resellers, but many are missing out on sales revenue, leaving the protocol firmly in the shadows of ISDN. Distributor Nimans has evolved into a network aggregator and says whilst upwards market momentum is building, the balance of power remains with ISDN connectivity by an overwhelming ratio of around 20-1.
“There are around five million ISDN channels and approximately 250,000 SIP trunks so we’re are still only really scratching the service,” says Head of Networks Mark Curtis-Wood. “General UC trends are helping accelerate the SIP market but it’s the availability of more SIP enabled end points that is having the biggest impact.”
Mark says the most successful resellers are educating their customers about the benefits of SIP. “The main advantages are disaster recovery and number portability. If there are any on-site problems such as a fire or flood you can easily switch to another location,” he explained. “SIP also allows you to keep the same numbers even if you move premises. Equally you can use a local number for a specific location even though you may not be based there.”
Winning big SIP contracts isn’t within the realistic reach of most resellers, without the assistance of an aggregator, according to Mark. “Many standard resellers just don’t have the expertise to deploy larger enterprise solutions. There are a lot of other components to consider such as Ethernet and MPLS solutions,” he pointed out.
“The key message that every reseller should grasp is that it’s not an all or nothing conversation – rip out and replace. It’s a case of providing SIP with ISDN 30. Rationalisation and cost cutting are the key criteria. Most businesses in the current economic climate are looking to consolidate where possible. So you could have a company with three sites, with 90 ISDN circuits at each location but they may not be using all 270. By deploying SIP you can rationalise much easier, maintain some ISDN lines but have the flexibility of using SIP on an off when needed on a more spontaneous basis.”
Mark emphasised: “It all comes down to having the right levels of high grade connectivity, building a strong and stable base because ultimately SIP is only as good as the platform it’s sat on.
“It’s important to take a longer term view to maintain consistency. One of the key challenges for a reseller is that if they are buying different components from different places and problems arise, there’s the danger that the SIP provider will blame the connectivity partner and vice versa. This is a pain point but if you source everything from one provider then no one can pass the buck. At Nimans our view is to provide everything together as part of an assured high quality service. Don’t focus on price as much as reliability. You can still afford to buy a high quality SIP package which will provide a bigger cost saving than an equivalent ISDN circuit. It’s about the resellers and end users being prepared to invest that saving back into a better quality service.”