What are the most important features for a B2B Unified Communications solution?
Having a clear, understandable offer is fundamental. This means knowing what your customers really want. A clear, simple offer is enough to meet many needs. Don’t overcomplicate things at launch. Instead, go to market with some compelling features that solve common problems and then add more value through time.
What do business owners and users actually want from a unified communications solution? This is a terrific question, because choosing an offer can be extremely complicated. Although there are a number of innovative features available, these may not be readily recognised by potential users. What may sound fantastic (and is fantastic) when defining a product offer internally, may not be understood to potential users.
In this context, it’s important to really understand both what people want (what they already think they want) and what they understand (things that they may not have heard of, but like the sound of), so that they are not presented with an offer that’s both too complex and too confusing for their needs. If they don’t understand it or don’t see the value, then they probably won’t buy it.
It’s no use launching an offer based on speculation. What you think you know about a market is probably only partially correct. New product launches need to be based on fact, not fiction – and solid market research is part of that. If you are considering launching a B2B service, then understanding the needs of your potential customers is an absolute must.
Happily, those clever people over at Software Advice have taken the time to ask a pretty good sample base exactly what they want to get from a unified communications offer. The answers are surprisingly clear. Recent research by telecom comparison agency Software Advice, highlights a few key features, which taken together, provide a great baseline from which to start specifying a solution to launch.
It turns out that business owners and customers want a combination of:
- Single identity
- Voicemail to email
- Presence information
- Call forwarding
Key features required by SME users. Source: Software Advice, 2014
Plus, as you may recall, they mostly use their mobile, or at least would like to do so. Thus, if you based your product around a few simple features, delivered via mobile and then to other devices, you would end up with an extremely attractive offer.
Of course, you can add more capabilities, such as call recording and auto attendant, or features such as hunting to make a more advanced call forwarding service, but the basis of a compelling service is actually pretty simple. The message is clear: to launch a successful B2B SME service, MNOs and MVNOs need to:
- Offer the features listed above
- Add new functions and capabilities which build on and complement these
- Have a clear pitch, based on individual needs and problems solved rather than fancy marketing speak
- Make sure it’s mobile
Simple, isn’t it? If you want to know how it’s done, why not ask Gintel? We help MNOs and MVNOs deliver compelling, successful B2B services, all the time. We know what works and can show you how to do the same in your market.