Unified Communications Featured Article

Metaswitch Gives OpenIP Power to Break Open Markets


May 18, 2016

Expanding into new markets requires an impressive value proposition. After all, most businesses in a new market already have tools of choice in that field, and the newcomer has to prove itself worthy to go through the inconvenient and sometimes difficult process of replacing systems. For OpenIP, one of France's leading names in unified communications (UC), the value proposition to get it into new markets recently got a little boost from Metaswitch.

Thanks to this new connection, OpenIP added a slate of new tools to its current lineup, starting with the Metaswitch Accession Communicator in both mobile and desktop varieties. Also joining in were the MetaView Management system, and the MetaSphere Multiservice Telephony Application Server. With these tools in place, users get access to a range of services, including better visibility into network operations, improved diagnostic systems, call control and access to IP Centrex operations.

That's above and beyond what OpenIP was already offering, including a slate of telephony solutions ranging from cloud-based telephony to session initiation protocol (SIP) trunking to IP private branch exchange (IP-PBX) and more besides. As noted by OpenIP CEO Laurent Silvestri, Metaswitch's lineup has allowed OpenIP to rapidly broaden its portfolio of offerings and bring services out to market at a much faster rate than before. With several new configurations available and a slate of branded offerings, OpenIP now has the flexibility to better compete in new markets, backed up by a large-scale indirect channel operation boasting over 500 resellers.

Metaswitch regional sales director Vincent Gaudron also commented, saying “OpenIP requires innovative services, along with flexibility and ease of configuration for its customers. The speed with which OpenIP continues to develop and deploy new services is impressive, and we are pleased to be able to continue to provide them with new products and exceptional support as they grow their business.”

Breaking into new markets is seldom easy, as it requires overcoming inertia. Proper selling all but requires some problem to address, or what's the point in handing over cash to fix a problem that isn't there? That's why those pushing into new markets need to do something better than the current providers; a problem needs to be invented. That problem: you're not getting the most out of your current systems. That idea that a business could be doing much more than it is both creates a problem and addresses it. That seems to be what OpenIP 's done, and it should be pretty effective.

OpenIP has made an exciting new value proposition with Metaswitch's tools, and should find a lot of eager participants ready to get in on the action. It's made its own problem, and has a solution waiting in the wings, a worthwhile sales strategy.




Edited by Maurice Nagle




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