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Don’t forget devices in unified communications sales: Jabra

Don’t forget devices in unified communications sales: Jabra

Vendor relying on resellers to position products beside UC business solution

While the last three to five years have been about an accelerated shift away from box pushing to services-led sales based on business solutions, Jabra warns resellers (including systems integrators) against neglecting devices in customer conversations on unified communications (UC).

Despite admitting that customers do not always want to talk about headsets and are more concerned about the potential operational benefits included with UC investments, Jabra Australia and New Zealand (A/NZ) managing director, Soren Schoennemann, said forgetting products is wasted opportunity.

“Two years ago we shifted from traditional telephony to the UC market, but our experience is that in most UC deployments, resellers tended to leave out discussions about headsets,” he said.

Jabra Asia-Pacific (APAC) president, Mark Leigh, said it is fine for resellers to leave devices out of initial discussions, but when UC projects reach trial stages, the right products must be included.

“Customers may not think about it initially, but we try to have our partners bring it into the conversation,” Leigh said. “Customers often don’t know what they want, so that is an opportunity for the reseller.”

“We need partners to get involved early on, and we provide trial units to them so customers can see how the products work.”

“There is good margin in headsets for resellers; selling one wireless headset equates to selling five phones.”

While the sample units are Jabra’s means of getting its foot in the door, the vendor is realistic about its position; Schoennemann and Leigh both said the company does not expect world dominance, and recognise that it can largely be a matter of preference for customers.

Jabra’s emphasis of devices coincides with what it claims is a shift from the early adoption stage to the early mass deployment phase of UC in the Australian market.

Leigh claims that up to 90 per cent of Australian companies are currently trialling UC, subsequently driving significant growth to the sector which exceeds that of the contact centre space.

The inflection point – which positions Australia at the pinnacle of UC investment in APAC alongside Japan – is reflected in Jabra’s financials which saw it report 60 per cent organic growth in UC in the last financial quarter over the previous.

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