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Software as a Service – The Emperor’s New Clothes?


									Software as a Service – The Emperor’s New Clothes?

Software as a Service (SaaS) can be defined as software that is available to rent by individuals and
enterprises. Such software applications can be rented from application service providers, who may
exist as entities focused exclusively on making a particular application available. Increasingly,
telecoms operators and service providers are adding such capabilities to their product portfolios.
The concept is nothing new – centrex has been around as a service for over 40 years – allowing
customers to rent access to a service that is hosted by the telecoms operator. However, the broad
term SaaS covers a multitude of applications and is reckoned by many to offer outstanding growth

But, we shouldn’t let the mystique of a new movement mask the reality. It’s not just CRM or other
applications that benefit from the SaaS model. In fact, plain old centrex is a core element of the
movement. It’s not old-fashioned TDM centrex anymore though, but powerful new developments
enabled by advances in VoIP technology. IP Centrex is a key application that has been revitalised by
upsurge in interest in SaaS, with new capabilities and compelling benefits. Next generation IP
centrex services, such as those offered by Gintel, can offer considerable advantages to both the
enterprise and to the carrier.

Enterprises gain the advantages of fully-featured PBX services without the overhead of managing
on-premises solutions. They gain seamless mobility, reflecting an increasingly mobile and nomadic
world. Capex can be reduced as the equipment doesn’t need to be purchased up front and opex
benefits can be enjoyed too as there is no need to manage a costly box of tricks attached to the
corporate WAN. This is often overlooked in discussions of SaaS, as the emphasis tends to be on
new applications or new ways to share data. The reality is that voice communications remains
fundamental to the core of enterprises, as it’s still the most common means of communication.

From the service provider’s perspective, hosted voice services represent a clear and compelling
revenue opportunity, as they offer a means to target market segments with high and sustainable
ARPU and AMPU. If we consider for a moment the turbulence that is generally experienced
amongst consumer markets, the enterprise represents an interesting segment to address, particularly
for operators seeking to challenge an incumbent or dominant player. Consumer markets are hard to
break into – witness the fierce competition shaken up by ever-lower cost broadband service
packages. Consider also the rise of new business models that are directed towards differentiated
consumer segments, such as the emergence of the advertising-funded mobile play exemplified by
Blyk. Operators have to innovate ever faster simply to maintain their position, let alone develop a
strategy for growth.

Worse, not only can operators end up investing for no net benefit, but may actually lose out as more
nimble players emerge to attack their customer base. How can this cycle of chasing the same
markets with increasingly ingenious tactics and programmes for essentially the same or diminishing
reward be broken? Well, one approach is to sidestep the problem and invest in new markets and
segments, which is why the enterprise domain and SaaS is gaining such interest amongst the
operator community. Centrex offers operators a means to reach out to a promising and relatively
unexplored market, capitalising on the richness of a new class of products, enabled by IP

But this opportunity needs to be balanced against the fact that customers are now more demanding.
If a similar cycle of increased demand and delivery to no net gain is not to be experienced, then
operators need truly differentiated solutions. They need tools to enable themselves to stay several
steps ahead of both their customers and their competitors. Gintel’s solutions offer a way to address
this, deployable on both an emerging IMS framework and on any NGN architecture. They deliver
both rich and proven services, and the means to evolve new features, products and capabilities to
exceed customer expectations. Gintel's solutions are adapted to the new environment of IMS and
SIP, and, crucially, build upon the heritage of the past. Solutions that contain the tools to build
competitive advantage for the future, not only selectively adapting to the demands of customers, but
allowing operators to anticipate new and unexplored requirements.

Gintel is one of the Leading company who Deals in IP Centrex and Mobile Centrex at
very affordable prices.

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