Business fundamentals dictate the need for specialist distribution in the cutting-edge voice and communications sector to translate complex technology into business benefits. It is no longer a question of whether end users want a unified communications solution, but how this solution will deliver business benefits with increased operational and employee efficiencies.

A vendor’s responsibility is to create exceptional technology to answer real needs, create awareness and demand for this technology, and maximise sales to sustain business. In marketing there is an understanding that ongoing product development combined with expanding customer awareness drives the commoditisation of products–even with complex, emerging technologies.

The predicament from the end customer perspective is that there is nothing commodity based, discretionary or non-considered about a technology purchase decision. This dichotomy – the commodity sell of complex technology – presents an enormous dilemma, and with it an enormous channel opportunity.