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Redefining Voice: From Market Commodity to Competitive Advantage

While voice continues to hold paramount importance, it faces a paradox.

While voice communication continues to hold paramount importance, it faces a paradox.

Despite its critical role, voice has become a commoditized product, its value diluted in a sea of over-capacity and aggressive sales competition.

This poses a pivotal question for Carriers and Managed Service Providers (MSPs): How can we transform basic voice and PSTN solutions into true value for our customers and for ourselves?

The Journey to Value

The transition from commoditization to value begins with deploying the basic utility of voice – then, with the customer’s business needs top-of-mind, integration of additive services enriches the user experience by creating a more comprehensive solution.

Imagine a landscape where voice services are not just about making calls but are intricately woven with advanced analytics, call recording and transcription, enhanced security features, and seamless integration with other communication channels. The key is to provide a service that goes beyond the conventional, offering something unique and indispensable

In the past, many customers and MSPs believed voice to be complex – Microsoft, Zoom and other collaboration applications have truly simplified the integration and adoption of voice service as PSTN is now seen as a cornerstone of the “single pane of glass’ that is Microsoft Teams, Zoom and WebEx.

This journey can be accelerated and amplified by leveraging platforms like SIPPIO that offer automation, and a marketplace model is instrumental. They serve as a single point from which voice and related value-added services can be sold, provisioned, managed, and automated to simplify the process and make it more accessible and scalable for providers and their customers.

The choice between offering a broad range of options through an app store model or a more focused, expertly tailored selection of services is crucial in defining the customer experience and perception of value.

Selling Made Simple

The art of selling in this transformed market is about striking a balance between self-service options and managed services.

Self-service empowers customers with flexibility, speed and control, while managed services offer the convenience of expertise. The decision on whether to offer finished products or component parts significantly influences the customer journey.

Fast-tracking the adoption of marketplace solutions can become a significant revenue driver, as it enables customers to quickly and efficiently tap into the growing demand for integrated communication solutions.

Targeting and Engaging the Right Audience

Understanding where to sell is as crucial as knowing what to sell.

Providers need to identify markets where the demand for integrated voice solutions is growing – sectors adapting to hybrid working models, adopting Teams or Zoom, companies at the end of their telephony contracts, or those affected by ISDN switch-off.

The value proposition must align with these market demands, using the basic voice or PSTN sale as an anchor to offer solutions that meet fundamental business needs such as hybrid working, service optimization, or Teams adoption.

Building Customer Relationships

In the current market, where customers are often well-informed and halfway through their buying journey before engaging with vendors, the role of the provider shifts from a mere supplier to a trusted advisor. 

This role involves challenging customers’ preconceived notions and offering insights and solutions that align with their evolving needs. By positioning themselves as trusted advisors, providers can guide customers through informed decisions, creating relationships based on trust and mutual benefit. 

Voice communication, in its commoditized form, still holds immense potential for transformation into a cornerstone of value. By enriching its utility, simplifying the sales process, and strategically targeting and engaging customers, Carriers and MSPs can redefine this traditional service into a robust, value-driven solution.

The future of voice in business is not just about connectivity; it’s about creating meaningful experiences that resonate with the market’s evolving demands.

At SIPPIO, we stand at the forefront of this transformation, ensuring that voice remains a critical, value-adding component in the tapestry of modern business communication.


This article was contributed by Neil Whitelock, our SVP EMEA. If you’re looking to adapt to the fast-paced technological changes and enable voice services in Microsoft Teams or Zoom, Neil and our team are here to help.

📧 Neil can be contacted directly at neil@sippio.io for any inquiries.