every cloud - adept-telecom.co.uk€¦ · the same thing is happening in hosted telephony In 2011, AdEPT Telecom plc won one of the largest Hosted (or cloud) telephony contracts ever

every

cloud has a

golden lining

How to make money from

the convergence of

voice and data

with

cloud (or hosted)

telephony

SIP trunks and

mobile VoIP

www.adept-telecom.co.uk Ring 0800 440 2460

L

the cloud

Can we start by

agreeing that ‘the cloud’

is simply a way of

delivering any software

or hardware that was

previously on site, from

a central location?

why now?

The OFCOM report for 2010 showed that for the first time ever the

number of ISDN30 channels in the UK fell. Until the arrival of SIP,

ISDN30 has been a monopoly technology offering the only way to

connect a large business site that wants to do many concurrent calls.

ISDN30 channels fell from 3 million to 2.7 million – a 10% drop in

one year – and all because of SIP trunks. This is a wake-up call for all

of us in the Telecom industry: either join in or get left behind.

the same thing is happening in hosted telephony

In 2011, AdEPT Telecom plc won one of the largest Hosted (or cloud)

telephony contracts ever placed from the largest electrical wholesalers

in the UK, Rexel: a business with 400 sites.

let’s be honest – we’re in the industry because change

is exciting

Some days we’d like an easy life and nothing to change, but to be

honest most days we love the constant change in technology and

understand that if we don’t evolve we’ll get left behind.

At AdEPT we are trying to make change as easy as possible: the best

products, best suppliers, best training, best pre and post-sales support

and best migration and on-going customer service. clo

ud t

ele

phony

IAN FISHWICK, Chief Executive, AdEPT Telecom plc:

Foreword


1. Product Accreditation

a. Training b. Product ‘USP’s’ c. Case studies d. Connectivity as well

2. Pre-Sale Support

a. Lead Generation b. The National VoIP Demonstration Centre c. Assisted sales visits & solution design d. Proposal Templates e. Flexible contract terms f. Leasing options g. Support from AdEPT and BT

3. Post-Sale Support

a. VoIP & Data Implementation team b. CPS/WLR to VoIP migration management c. Integrated billing

4. Commissions

5. Case Studies

a. Sankeys – 3 site - hosted b. RM Education – 300 SIP trunks c. Rexel – 400 site – hosted and SIP c

onte

nts

How to make more money selling cloud telephony :

Cloud - the golden lining


a) Training

In conjunction with BT Wholesale, we have built the National VoIP

Demonstration Centre at our headquarters in Tunbridge Wells. This is

the ideal place to provide hands-on training. At the end of the one-day

course you will be given a certificate to show that you have been

formally accredited to sell our VoIP for BUSINESS product range.

b) Product ‘USP’s’

AdEPT provides:

SIP and Hosted telephony inter-working on the same network,

powered by BT, managed by a single web portal.

We can provide solutions for any size of business from a home-worker

to a head office using any type of telephone.

VoIP Mobile Office allows you to make free ON-NET VoIP

calls over WiFi from Android phones, iPads, iPhones and

PCs and laptops.

confident

to s

ell


1. Product Accreditation


VoIP for BUSINESS is integrated with 12 of the most popular CRM

systems so that you click a contact to make an outbound VoIP call and

it will ‘pop up’ the contact details for inbound calls if the incoming

phone number is recognised.

Don’t underestimate the power of

selling the BT brand and the fact that

this is the Comms Business ‘hosted

telephony solution of the year 2011’.

c) Case Studies

When technology is relatively new being able to show case studies is

extremely important. Section 5 contains 3 very different case studies

that demonstrate different benefits of the products and for completely

different sizes of businesses.

d) Connectivity as well

We can supply every type of connectivity you’ll ever need for VoIP.

We’ll help you to specify what is needed. If you want to buy it from

us: great. If not you can source it yourself.

com

pre

hensi

ve


1. Product Accreditation cont’d


a) Lead Generation

We often work with our partners on lead generation programmes. It is

quite simple: the more successful you are at selling, the more we’ll

pay for lead generation to help you.

b) National VoIP Demonstration Centre

You can bring any potential

customer and we’ll happily show

them the Demonstration Centre.

Here we can do ‘live’

demonstrations of 8 different

ways of doing VoIP: 3

homeworker options,1 using a

mobile phone app, 2 for smaller

sites and 2 for large head office type sites. The Demonstration Centre

covers both hosted telephony and SIP trunks.

c) Assisted Sales Visits & Solution Design

We have a specialist team whose job it is to work with you to turn a

customers’ requirements into a workable solution. We will be delighted

to visit the customer with you and listen to what they want before

recommending the best way forward (which is sometimes different for

each site).

d) Proposal Templates

If you find a relatively straightforward requirement then you can use

our professional proposal templates. Just choose the quantity of each

product you want and a professional looking proposal can be

generated in a matter of minutes.

help

at

hand


2. Pre-Sale Support


e) Flexible contract terms

We offer contract terms that are very flexible. For example:-

A customer signs a Master Service Agreement for a set

contract term eg 3 years. Within that contract term a customer

can cancel any product without incurring a penalty or early

termination fee (so long as they don’t terminate the entire

contract).

Many contracts are migrations from Carrier Pre Select (CPS)

and line rental to a VoIP solution. There is no need with AdEPT

to worry about contract end dates for line rental; you can

migrate to VoIP at a time to suit you (if we already supply your

lines). That is why we always recommend that CPS and line

rental is transferred to AdEPT prior to commencing the VoIP

migration.

Once you are on our VoIP solution (hosted or SIP) you can

change your requirements whenever you wish and we charge

for services by the day.

This is ideal for seasonal businesses who want to ramp up and

down to suit themselves.

f) Leasing Options

AdEPT also offers a leasing agreement that allows a customer to avoid

any upfront costs for IP Phones, gateways or installation charges if so

desired.

g) Support from AdEPT and BT

The AdEPT team (up to and including the Chief Executive) are happy

to meet customers with you. If you find a very large opportunity then

we may also present alongside BT Wholesale to make it clear the level

support we get from BT. help

at

hand


2. Pre-Sale Support continued


a) VoIP and Data Implementation Team

AdEPT has a specialist VoIP and Data Implementation team. Our

experience in transferring some very large customers over to VoIP

(hosted telephony and SIP trunks) is invaluable. These are complex

products and the process of porting numbers into VoIP in particular,

requires very detailed knowledge. We don’t believe in being over-

reliant on any one individual: that is why we have a dedicated team

who have been trained by BT Wholesale and have the experience of

working on a variety of implementations. You can rely on us.

b) CPS/WLR to VoIP migration management

It is extremely rare that a large customer will decide to suddenly move

all of its’ sites to VoIP. What normally happens is that there is a trial at

a few sites and then a gradual roll-out programme. That is why

AdEPT’s ability to provide both conventional CPS/WLR as well as VoIP

is so valuable. We can manage the entire estate regardless of what

technology is used for telephony.

AdEPT is one of the UK’s largest suppliers of calls and lines to

businesses with customers spending anything from £50 to over

£50,000 per month.

A pure VoIP supplier will have great difficulties handling a large scale

migration if they cannot provide conventional CPS calls and WLR lines

as well as VoIP.

c) Integrated billing

AdEPT can bill conventional CPS calls and line rental on the same bill

as VoIP (hosted telephony and SIP trunks). If a customer is gradually

migrating to VoIP they do not want 2 separate bills. They want one bill

regardless of the technology used to deliver the service. Even more so

if the customer has detailed cost centre analysis or has management

reports to show details of call spend. experience


3. Post-Sale Support


Up-front money and on-going revenue share

Perhaps not surprisingly we are not going to put all of our Commission

Schemes into a document that our competitors can potentially

download from our website.

Please give us a ring on 0800 112 4000 and we’ll take you through the

detail.

In overview, we offer:-

UP-FRONT MONEY

o You can do the installations if you wish and keep 100%

of that revenue.

o Alternatively if you do not have trained field engineers

then we can provide that service for you.

o Margin share on any equipment sold ie IP Phones,

gateways, Analogue Terminal Adaptors etc.

o Connection bonuses

ON-GOING REVENUE

o On-going revenue share on all items billed on a monthly

basis to the customer.

We have tested this scheme with several suppliers of conventional

telephone systems and they all agree that is possible to make more

money from selling a cloud or hosted telephony solution than from

selling a physical one.

call

0800 1

12 4

0000


4. Commission Schemes


L

the challenge

Sankey’s is a famous

seafood restaurant in

Tunbridge Wells that

also has a fast growing

seafood wholesaler

serving 100+ local

restaurants and hotels.

The original fishmonger’s shop is now too small to receive the huge

quantities of fish being received from Billingsgate and the Coast each

day so a properly refridgerated industrial unit was required. The only

one available was in Wadhurst 5 miles away, but Wadhurst phone

numbers start with 01580 and the Tunbridge Wells fishmonger’s with

01892. The 01892 number is known to all of Sankey’s customers.

the solution

VoIP GIVES YOU PHONE NUMBERS FROM ANYWHERE IN THE UK

AdEPT Telecom gave the Wadhurst site a Tunbridge Wells phone

number because VoIP for BUSINESS allows you to have a phone

number from anywhere in the UK and answer it wherever you want.

Customers therefore carried on using the numbers they know well,

even though the industrial site was now ‘out of town’.

FREE INTER-SITE CALLS

Sankey’s has 3 sites: the seafood restaurant/head office, the

fishmonger’s shop and the refridgerated industrial unit. Calls between

sites are free for VoIP for BUSINESS customers. In the first month

they made well over 1,000 free calls between the 3 sites as they

passed seafood orders and delivery details back and forward between

them. 3 s

ite h

ost

ed

Solutions for expanding businesses :

5.1 Case Study - Sankey’s


SIMULTANEOUS RINGING

VoIP for BUSINESS was set up to simultaneously ring on several

numbers at once, so people can ensure they never lose an order even

when the sales number is busy.

what equipment do you need?

A DATA CONNECTION

A data connection on-site: the number of phones you can use depends

upon the size of the data connection you order.

3 OPTIONS:

A VoIP Adaptor – plug the adaptor into your

router. The VoIP adaptor was used by Sankey’s to

plug in conventional DECT phones so that they

could be used anywhere on site.

An IP Phone – simply plug it into the router

and off you go.

A PC or Laptop – simply download our

‘Softphone’ and your PC or Laptop becomes a

VoIP phone.

VoIP for BUSINESS is powered by

3 s

ite h

ost

ed


5.1 Case Study - Sankey’s cont


the challenge

RM Education is a global company, focused on

supporting teachers to teach and learners to learn.

RM provides innovative products from classroom

resources, through school technologies to systems

for marking exams and delivering school

performance data.

RM has a very large UK call centre with 300 channels of ISDN30. This

call centre is their main point of contact with their customers

(primarily schools and colleges) in the UK. RM has deployed a new

Wide Area Network in the UK and upgraded their telephone system to

Avaya Aura. They wanted to use their WAN for VoIP and thus reduce

their ISDN30 costs.

the solution

A BIG PROJECT WITH MANY CHALLENGES

There are very few call centres in the UK big enough to have 300

ISDN30 channels. There are even fewer that want to migrate them all

to SIP. The project offered several key challenges:-

300 SIP trunks to replace ISDN 30 channels

1700 DDI numbers to be ported into VoIP

Inter-operability testing was required with the relatively new

Avaya Aura telephone system

BT had never before agreed to allow a customer to connect

directly into their IP Voice Services network.

Once connected to BT, the RM network needed to be protected

against fraudulent access

300 S

IP t

runks


5.2 Case Study – RM Education


300 SIP TRUNKS AND 1,700 DDI’s

The 300 SIP trunks were transferred from ISDN30 in phases with a

careful project plan to port DDI’s at the right time. The DDI porting

process takes longer than the set-up of SIP trunks.

INTER-OPERABILITY TESTING WITH AVAYA AURA

It is absolutely critical to complete inter-

operability testing with the specific type of PBX

telephone system being used. You cannot simply

plug-in a SIP trunk to a telephone system and

expect it to work. BT completed rigorous testing

in their laboratories, before any SIP trunks were

provisioned. We have now completed inter-

operability testing with almost all of the major telephone systems in

the UK – ask us for the complete list.

CONNECTING RM’S DATA NETWORK DIRECTLY TO BT’S NETWORK

AdEPT Telecom designed a solution that enabled RM and BT to

connect directly at 2 data centres in London. This also involved

deploying carrier-grade Session Border Controllers to ensure that RM’s

network was secure from potential fraudulent access. AdEPT’s solution

was the first time that BT had ever allowed a customer to connect

directly to their IP Voice Services network.

the end result?

RM reduced their telecom costs by

a saving over over 3 years 300 S

IP t

runks


5.2 Case Study – RM Education


the challenge

Rexel is the UK market leader in wholesale

electrical distribution. They have 400 sites across the UK under 4

different brand names.

By moving to VoIP for BUSINESS they wanted to:-

reduce their costs

improve their ability to open and shut branches and still keep

heavily advertised phone numbers

have a standard solution on each site

get rid of the need to maintain and update 32 different types

of PBX.

the solution

A BIG PROJECT WITH MANY CHALLENGES

This is one of the UK’s largest ever migrations to VoIP. The project

offered several key challenges:-

A single solution that allowed for SIP at larger sites and

Hosted telephony at the smaller branches

On one network provided by BT Wholesale

All managed by a single web portal

Porting of up to 8,000 phone numbers into VoIP

360 SIP TRUNKS

About 30 of the sites used SIP trunks. None of these sites had

approved IP-PBX’s so each site was fitted with a Samsung gateway.

Some of the existing PBX’s needed to have SIP cards installed to make

them SIP-capable.

400 s

ites

SIP

& h

ost

ed

Solutions for nationwide businesses :

5.3 Case Study – Rexel


THOUSANDS OF HOSTED LICENCES

The other 370 sites were supplied with hosted telephony and

thousands of hosted licences were required.

A HUGE LOGISTICAL EXERCISE

Managing a 400 site migration is a huge logistical exercise that needs

very careful project management. Not only do you have to port the

phone numbers into VoIP and arrange for all of the new equipment to

be delivered and installed; you also have to ensure that all CAT5

cabling and sockets on-site are fit for purpose and in the correct place.

SPECIALIST VoIP IMPLEMENTATION TEAM

Our specialist VoIP implementation team will take 18-24 months to

complete this migration.

the end result?

Rexel reduced their telecom costs by

a saving of almost per year

VoIP for BUSINESS is powered by

400 s

ites

SIP

& h

ost

ed

Solutions for nationwide businesses :

5.3 Case Study – Rexel

Documents

every cloud - adept-telecom.co.uk€¦ · the same thing is happening in hosted telephony In 2011, AdEPT Telecom plc won one of the largest Hosted (or cloud) telephony contracts ever