Cloud Communications: Are You Thinking Big Enough?

Most of the people reading this certainly agree with the concept that cloud communications is the future of business communications (otherwise, you probably wouldn’t be reading). And it’s also true that, if you’re running an Interconnect or MSP, your workday is pretty busy and you’re hyper-focused on the details of what’s right in front of you.

You’re zoomed in to what needs to get done, but are you taking time to zoom out to see the big picture? Because the grander scope of what is happening with the cloud and the opportunities for business are extremely exciting. As you know, the cloud is having an impact on just about every facet of business. For the good of your business, it makes sense to consider the wider possibilities.

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However, as Cloud Communications Alliance president Joseph Marion wrote recently, cloud communications providers have been “‘content to focus on offering a single… piece of this pie.” But it’s not nearly enough.

In other words, Interconnects and MSPs need to step back from the situation and look at the larger context of what their customers need. As Marion wrote, business customers are asking for a lot from providers, but what they’re really searching for is a way to simplify their own cloud deployments. They see the upside of what the cloud can deliver to their business, but they need a simplified way to put it into action in their organization.

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Companies are looking for inexpensive and efficient voice communications, and they want it to integrate with business software, social networking tools, mobile clients, location-based information and even cloud storage. For MSPs, combining communications functionality with cloud storage is logical, and something to pursue. For Interconnects, it’s more of a leap into a new line of business, but is something worth considering.

As 2013 draws to a close and we look ahead to the New Year, now is a logical time to assess what your business is doing well, what you need to improve, and where you’re headed in the future. The opportunities are great; Interconnects and MSPs that can envision a holistic cloud offering that simplifies the buying process for business owners and IT managers will be well-positioned, and stand to grow exponentially in 2014 and beyond.

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