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Understanding the Impact of Telecom’s Changing Dynamics

The telecom landscape is constantly changing with new, more efficient technologies being introduced to the marketplace seemingly every day. The scalable access to cloud-based offerings, fast-expanding use of video beyond conferencing, and machine-to-machine communication (M2M) are just a few of the services changing the dynamics of telecom today. These offerings are redefining the essence of how businesses communicate both internally and externally.

Of course, these are all good things. But change isn't always easy.  Changing Technology LandscapeThe amount of information, differing opinions, and the speed at which these technologies are being introduced, then improved upon, can be daunting for a business that feels like it's constantly trying to catch up to next big thing.

Here we lay out 7 impactful ways the telecom landscape is changing and the positive impact these changes can have on your customers' business and technology strategy. Use them as talking points to relay the benefits your customers can gain from embracing these changes and improving the way they do business.

  1. The Fiber Frenzy
    The race is on to connect corporate offices, branch offices, data centers, and more to fiber-rich networks that enable faster provisioning of bandwidth than older transmission facilities. Providers are scrambling to land business customers whether they are on unlit fiber networks, lit on- network buildings, or anywhere within reach of the lightwave systems. While the fiber providers in your customers' backyard may not necessarily be household names, making the move to a fiber network should be at the top of your customers' considerations for its scalability, flexibility, and fast-provisioning capability.
  1. Scalable Bandwidth
    Business network demands fluctuate. Your customers need flexible bandwidth that doesn't take months to provision. Once your customers are connected to fiber, their initial bandwidth can be rapidly raised to handle traffic increases and decreases. Thanks to advanced equipment in the network, a service provider can raise the capacity from say 100 megabits to 900 megabits on a 1 gigabit port, without on-site equipment.
    While expandable bandwidth is hardly new, providing it over copper connections is heavier lifting and carries capacity ceilings. Cable companies, telcos and others have seized on the opportunity to provide scalable capacity using advanced fiber networking gear to enable faster provisioning. This gives your customers more flexibility than they've ever had before. Encourage your customers to keep a close eye on their fiber bandwidth demands and to make changes as necessary. They can be done quickly, easily, and will make a world of a difference in network performance.
  1. Getting Connected
    For cloud services, ethernet has emerged as the primary interface for access between a customer site and the cloud provider, or between the site and the nearest service provider's point-of-presence (POP). If your customers are using cloud services (for example Amazon, Google, or Microsoft), service providers that have a direct network-to-network interface (NNI) or (POP) inside that cloud network can offer your customers the best service. By connecting directly to the network you are eliminating the need for a 'middle-man' and don't have to worry about additional service providers.
  1. Seeing Value in Video
    Forward thinking businesses have begun using video to help expand their brand. Once upon a time the use of video was limited to TV programming in hotels and resorts in the hospitality industry, but businesses across the spectrum are realizing that they can use video to engage their customers in new ways than they have before. The potential for video use has spread far and wide to most any location with a monitor and some form of waiting area, such as doctor's offices, assisted living facilities, bars, and restaurants.
    Encourage your customers to start using video to capture the attention of their end users and deliver marketing content to them in new and unique ways. Video is often delivered via triple play over Ethernet so your customers may also consider providing Wi-Fi to their patrons as an added perk and part of their voice-video-internet bundle.
  1. Content's Kingdom
    With the climbing corporate use of video and content-rich websites comes an elevated need for cloud-based video delivery with caching and web acceleration services. In this category reliability is of the essence because viewers won't tolerate delays, quality issues, or unavailable videos on customer-facing web sites.
    Content delivery network (CDN) pioneers such as Akamai Technologies began addressing overwhelmed web sites and optimizing video delivery well over a decade ago and have since created cloud versions of their offerings, as have some smaller rivals. An increasing number of cloud providers are acquiring these abilities or partnering with other companies to provide them to customers.
    If your customers are among the innovative businesses delivering video content in office or online, guide them toward content delivery network services for a high quality and optimized end-user viewing experience.
  1. People Savings from the Cloud
    The lion's share of cloud computing pitches focus on the benefits of cost avoidance, technology savings, and the greater ability to compete in a fast-changing business market. These pitches typically forget to include the potential for people savings as well.
    By shifting basic and repetitive management tasks from skilled IT staff to a cloud service provider, companies can re-focus their technology experts on projects that directly benefit the company's overall business strategy. Remind your customers that moving their IT staff off of menial tech tasks and into more strategic areas will drive business growth and ultimately save costs.
  1. What About Wireless?
    Cloud services continue to expand to include offerings from the wireless world.
    Many businesses are investing in machine-to-machine (M2M) communications, which connect business assets to wireless sensors. Businesses, especially those looking to streamline and reduce the expense of managing resources such as fleets of vehicles or pipeline networks use the technology to collect and analyze data, and then improve on processes.
    M2M is a huge growth area for cloud providers, but more important to you and your customers, the tracking, management and reporting of these far-flung resources can simplify logistics for companies of all sizes.

The bottom line, your customers are seeking a trusted technology partner who can identify and explain opportunities to help them succeed in their fast moving industries. By understanding the latest changes in the technology and telecom landscape, savvy VARs and agents can more effectively engage, pitch and win with their business customers. Whether it's adding new items to your portfolio, pushing new benefits, or finding ways to pitch money savings to decision makers, it's all about keeping your pulse on the industry and communicating how these changes can benefit your customers not just in the technology department, but in their overall business goals.

To learn more about how TBI can help you become the trusted advisor your customers are looking for, email me at kmercer@tbicom.com.
   
About the Author
As Vice President at TBI, Ken Mercer oversees all sales and operations within the organization. Ken is also active in leveraging his extensive network services expertise to consult with TBI channel agents on large enterprise opportunities and serves on the advisory boards for many of TBI’s service providers. You can contact Ken at kmercer@tbicom.com or connect with him on LinkedIn.