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Missing Lync?
Atia Communications has become a dab hand at selling soft PBXs, but the introduction of Microsoft Lync could prove to be the missing link, according to Patrick Copping, Commercial Director.
Atia has seen a significant jump in deployments of soft PBXs and now manages over 1,000 soft PBX servers, with most being added in the past 12 months. According to Copping's observations, end users are discounting hardware solutions much earlier in the sales cycle, indicating that they are far more receptive to the idea of a soft PBX over a hardware alternative. Significantly, Microsoft Lync proved to be a neat fit within Atia's portfolio, and the product dovetails with the skill set of its technical team as well as the culture of its sales force. Lync also enables Atia to position a soft PBX from a big company with an enviable and formidable global market presence.
"For the past six years Atia has deployed Microsoft-base telephony solutions using third party products such as Swyx and 3CX, and our experience of deploying Microsoft Voice enabled our teams to adopt Lync very quickly," said Copping. "Atia has been waiting eagerly for Microsoft to formally release the software and we are keen to take the product to market alongside our existing solutions."
Because the installation methodology and customer purchase drivers are almost identical to Atia's existing product set the introduction of Microsoft Lync presented little in the way of challenges. The main challenge is to ensure that Atia's strategy is in line with Microsoft, and to achieve this happy state both companies are working closely together to ensure that their objectives are aligned.
Atia is aiming to be the partner of choice for the deployment of Microsoft-based telephony solutions and Lync now allows Atia to push for that goal. "Our sales team is positioning Lync in much the same way as our existing portfolio. The telephony solution is just an application on a network and will work and integrate seemlessly with other applications," added Copping.
Atia has grown almost 100 per cent year-on-year since 2006 selling primarily soft PBX solutions, which suggests that within its target SME market there is greater traction for software-based telephony solutions. "Within the past six months there has been a significant increase in the number of deals of 500 users plus, ideal candidates for Microsoft Lync," added Copping.
Analysis
As with many new products, the establishment of a clearly defined and communicated strategy does not come easily, and Lync is no different. Atia could take Lync to market much more effectively once the distributors and account managers at Microsoft are singing in tune and from the same corporate song sheet. Once they have clarified their strategy and speak with one voice, Lync will certainly become a major player in the telecoms market.
