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Reseller Revnues In Services Not Devices: IDC |
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Written by Adam Gosling
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Friday, 27 October 2006 |
Industry research outfit, IDC Australia, reckons its uncovered the secret to making money out of the VoIP market. Services it says are the Golden Egg resellers and integrators need to pursue if they are to maintain revenue in an increasingly competitive environment.
According to IDC's latest report "Australia Business
Voice over IP Services and Equipment 2006-2010 Forecast and Analysis: Golden
Egg Hidden in Services." The convergence of voice and data grew at accelerated
pace in 2005 and 2006.
But the forecasts are less rosy says the number cruncher
warning that IP Phone and IP Private Branch Exchange (PBX) revenue growth is
set to slow down to about half the rate of 2005 and 2006, due to competition
price squeeze.
IDC Research Director for Telecommunications. Landry Fevre,
warns convergence integrators that they must not become too reliant on
equipment sales revenue. "Opportunities over the next 5 years will be in
managed convergence services, specifically in managed VoIP security, network
capacity/support, application management, hosted voice solutions and contact
centres," he said.
To compete in the increasingly aggressive market, equipment
vendors, ISPs, carriers, service providers and system integrators will have to
target specific industrial verticals and provide value and usage based
solutions rather than technology solutions, says the report.
In its research, IDC finds that vendors are introducing VoIP
applications along with their IP PBX solutions to provide improved productivity
and work efficiency to their customers.
"As VoIP market penetration increases and the
complexity of deploying applications decreases we expect to see wider use of
open standards. In addition we predict the integration of voice functionality
into critical business applications that can be deployed out of the box,"
added Fevre.
IDC expects the IP Phone and IP PBX revenue to grow at CAGR
14.49% to reach A$606.76 million in 2010. The market growth will slow down from
2007, at about half the 2005 and 2006 growth rates with Cisco, Avaya, Nortel
and Alcatel leading the way.
The total market revenue of Australian VoIP service,
including Managed/Hosted VoIP and IP Centrex will increase to A$462.12 million
in 2010 at a CAGR of 39% with Telstra, Optus and a slew of smaller players
still tuning their offerings and pricing.
As IP telephony penetration is increasing across companies
of all sizes, competition will become increasingly aggressive. Besides
providing appropriate solutions, equipment vendors will also need to constantly
condense their margin to maintain market share.
This becomes more important if they want to lead on the SMB
front. Consequently, they need to find additional ways to generate profit, such
as VoIP application licensing fee and system upgrade services.
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