Cloud in the Telecommunications sector presents huge opportunities and great risks for vendors.
With the adoption of cloud in the telecommunications sector, vendors have a tremendous opportunity to forge partnerships with Operators but face fierce competition to be heard and, once they have a deal, to see a return on the time and money they’ve invested.
Even vendors with innovative, valuable products are finding it difficult to win over the Telco and may struggle to create a compelling proposition for the Operator to really buy into. How will the product add value to the Telco’s overall service offering? How can it help them achieve their objectives? As a result, vendors often find themselves stuck in lengthy buying cycles.
It can take months to get a deal in place and to launch the product. If the Telco’s sales and marketing team aren’t fully committed to promoting the service once it’s live, the results simply won’t come. The Software as a Service business model means technical commitment and on-boarding investment from the Telco Operator is far less. This can be a huge advantage when trying to bring products to market quickly, but also means the Operator can be more fickle and switch their attention to promoting other products if they don’t see the revenues they were expecting.
Cloud vendors need to find ways to convince the Operator’s sales and marketing teams that their product is worth focusing on and has to keep them interested to ensure sustained efforts.
Developing powerful content and sales tools, providing valuable insights into the challenges end customers face, how the solution will deliver value and why it’s different are all vital. Content needs to stand out from the crowd – the chances are there are other vendors in the same situation also trying to win mindshare with the sales and marketing teams.
Although Software as a Service and Cloud Marketplaces are making it easier for customers to research, try and buy products themselves, online, most business customers still use a face-to-face channel. So vendors have to get the right balance between developing digital marketing tools and social media campaigns, which generate end-user demand, and working with face-to-face channels to make guided sales as effective as possible.
At BPM Works, we’ve prepared a “How To Guide” which talks about the challenge of gaining traction with Telco Operators and provides tips and advice to help overcome the challenges. You can read more and download the guide at: http://www.bpmworks.com/Telco-Partnerships-Cloud