Harry Stotle - The thinking man

What is fixed mobile convergence?

Fixed-Mobile Convergence (FMC) is the term used to describe a wide range of mobile services that bring together elements of a fixed communications infrastructure.  

In simple terms, it will enable the provision of both fixed line and mobile telephony from a single phone, which can switch between networks when required. 

Typically, this service relies on a dual mode handset, where the user's mobile handset is able to support both local and national coverage. 

Why has the channel heard little about FMC to date? 

While a number of technologically competent products have been around for a while, it seems that no one has yet grasped the concept of adapting this technical product for the needs of the channel. 

To meet these needs, the product would need to bring in sufficient margins in order for the reseller to introduce to his/her portfolio. 

It would also have to be a saleable product that can be easily explained by the reseller and just as easily understood by their customers. 

daisy is currently working with a number of the UK's leading providers and industry experts in a bid to champion the cause for small and medium resellers. 

The ultimate goal is to pull together all the essential elements and develop a clear, concise and fit for purpose product that bridges the wireless/wired divide. 
 

Do you think FMC is ready to take to market yet? 

In daisy's view, no. Fixed mobile convergence is one of the latest telecoms buzz words which everyone in the industry wants to know more about. 

It will certainly revolutionise the telecoms industry in the next few years, but there are several barriers to overcome before it can achieve this status. 

The problem is that at the moment there are few, if any, products ready and fit for channel purpose. 

At present, there is no differentiation between products for a two-man operation and a 200-strong team. 

The offers out there seem to focus on the needs of the larger commercial outlets and in doing so, the tendency is for them to be technically led. 

As a champion for the UK's SME market, daisy is trialling options that will determine the best commercially viable package for channel partners, combined with best products for end user customers. 

While daisy could easily adopt one or several fixed mobile convergence products already in existence, it will only do so when it believes it had found a product that suits both needs. 

In our view, Fixed Mobile Convergence has to be seen as a unified communications product and provided as part of a suite of offers and not as a stand alone item. 

By adopting such a solution led approach we feel that both channel partners and end user customers will truly have the viable solution mix they need.

There is no doubt that fixed mobile communication is going to be one of the leading product areas for voice resellers in the UK in the near future.  
 

How important is FMC going to be to the channel in the future? 

Fixed mobile convergence is one of the strategic links in providing truly unified communications. 

However, at the moment, not many resellers have the internal resources required to be able to develop this product themselves. 

This is why daisy is creating a channel offering to take away this unnecessary pain and allow all resellers to compete equally, irrespective of size or internal staff restrictions. 

We are looking for a combination of the best products out there specifically to meet the needs of our small, medium and large resellers, giving them the tools they need to win business and enter new markets. 
 

Convergence...It's coming

Convergence....its coming 

In the not so distant past, there was a massive void between ‘data and voice' and it was very much a case of "Never the twain shall meet". 

Today, the two are gently bumping against each other and very soon they will be colliding at great force. 

Driven by new demand 

Historically, technology alone has directed and formed the industry in which we work today. 

But buyers are becoming increasingly confident in sourcing products and services from different sources, which means we are now faced with a three stage structure that is starting to feed the demand for converged services: 

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  Do I really need to trouble myself with all this new information? 

You don't really have a choice if you want to continue enjoying success in the telecoms industry. 

Think back to five years ago when, in the minutes revolution, people were selling minutes without line rental.  

Just as now it is unthinkable not to offer line rental with minutes, it will be unthinkable not to have a new range of products in your armoury. 

Now is the time to start thinking about how it might affect you.  

Consider unseen competitors - imagine the scenario where a data expert will go to visit your customers to upgrade their PCs and IT systems, and while there telling them they don't need their PBX anymore. 

Expect tough questioning from savvy buyers - these customers have had data experience with residential products and understand how it all works. They will want to know if they can have the same for their businesses and at a low cost. 

Position yourself as a technology consultant - you will need to act smarter in order to deal with smarter buyers and smarter technology as well as to maintain your position in the marketplace. 

Expand your product portfolio - resellers will be expected to offer a broader communications portfolio than historically and to know where to find the answers to questions which are asked. 

What should I be considering for my business? 

There isn't a magic, ‘one size fits' all solution for your business which has its own strengths, capabilities and resources. 

The first job is to recognise what those strengths, capabilities and resources are.

Look at the customers you sell to, what do they want? What are there asking for? 

Daisy' Matrix approach to solution sales: 

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Presales

Look at your customer requirements. What do they have now? What are they looking to achieve? What proposal are you creating? 

Delivery

Can you deliver a service within the time capacity required by your customer? You need to consider the logistics and time required to enter a customers premises and migrate the services they have. Will they experience downtime? Will the changes affect their business? 

Management

How do you know what you have implemented is working? When convergence comes into play it becomes your only tool, your life blood. If it stops working, everything stops working - what do you do? 

Optimisation

Make more money from your customers. Getting to know your customer needs and proactively managing them means you can sell to them again and again when the time is right. 

If, by using this model, you find you have gaps in your portfolio, you need to

consider finding a partner to work with. 

How do I find the right supplier partner for me? 

The simple answer is to talk to your daisy account manager who will lead you through the questions you should be asking and will provide some of the answers. 

When is it the right time to do something about it? 

You should certainly be thinking about convergence today, but don't feel bullied into embracing it completely until you are confident in making this bold step. 

It is important to take your time, reflect on what your customers needs and only then should you act. 

For further information regarding convergence or other industry matters, speak to your account manager direct, or This e-mail address is being protected from spam bots, you need JavaScript enabled to view it now. 

 

 

 
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