UC Advanced - issue #7


Channel UC’s recipe for success Channel UC CEO Brad Milne shares some of his experience that might be helpful to other organisations involved in UC

Microsoft Integration Another major trend in the region is the massive adoption of Microsoft, including a push for integration with traditional phone systems into Microsoft, especially in the mid- range market. Brad provides an example of this in practice: “Our UC platform from Enreach for Service Providers integrates with Microsoft Teams and provides all the telephony elements. So when you make a call, Enreach is running that, but Microsoft is driving the chat and video. Plus, there is integration with other applications, such as contact centres, CRMs, and reporting tools.” Flexibility The team is also mindful that a one-size-fits- all approach does not work, as end users will have different preferences, and incorporating flexibility can be a market differentiator. For instance, since the Channel IC environment is cloud-based, partners and their customers can choose how to communicate via voice, such as a softphone and headset or more traditional phone systems. Adds Brad, “Even on the Microsoft side, we see many people still taking the phone, while some prefer using a headset. So it depends on who you’re selling to: this is about giving people options.” Cross-vendor API integration Brad and his team also emphasise the need for open APIs to enable more choice and flexibility within their UC platform: “When selecting vendors, we always look closely at their APIs.” He continues, “The latest version of Enreach’s open API suite is designed to simplify seamless integrations with other vendors’ solutions even further. “We can plug our chosen specialist vendors into the UC platform because Enreach’s approach is to ‘play nice’ with other vendors, even competitors.

Sydney-based cloud communications enabler Channel UC is helping hundreds of local resellers grow market opportunities within and around unified communications to benefit the Australian business community. Consequently, these resellers can supply a broader range of ICT services based on Channel UC’s core platform. The company’s approach to the market could be used in other countries. First, here is some more information about Channel UC. Headquartered in the heart of North Sydney’s business district, the company describes itself as a cloud communications enabler that gives resellers, telco carriers and MSPs across Australia a comprehensive source for their customers’ ICT requirements. Building on over a decade of IP telephony and unified communications experience, the company’s strategic approach to the marketplace puts it in a solid position to help its partners embrace growth opportunities in the region today. So, what makes this approach so successful? Wraparound and integrated services One of the most significant benefits of Channel UC’s approach is its focus on adding value through additional wraparound and integrated services. This line with the growing demand for converged contact solutions across communications, collaboration, and productivity, for which “The market demand is ready,” says Brad Milne. To deliver these wraparound services, Channel UC has carefully selected a set of vendors, each specialist in their field, across areas including contact centre solutions, call recording, analytics, and CRM integrations. This more blended approach also supports ICT convergence, an existing and robust trend in Australia, with managed service providers traditionally focused on IT moving into the telecom space and vice versa.

Brad Milne CEO


Technology is just one part of the company’s strategy, and it has spent the past couple of years investing in its structure and people...


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