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North American VoIP Access and SIP Trunking Services Markets - 2011
Frost & Sullivan, Oct 2011, Pages: 77
SIP Standardization Remains Limited, But Extensive Interoperability Testing Fosters Growth
While overall adoption of SIP trunking has been a slow and steady movement forward in the last five years, the adoption rate has not met predictions. Issues around interoperability and limited standardization have restrained many service providers from gaining greater market penetration. Ongoing standardization efforts by major industry organizations such as the SIP Forum and SIP Connect are likely to eventually eliminate the need for multiple certifications on different platforms, which are time-consuming and costly. In the meantime, service providers are engaging in extensive interoperability testing with platform vendors, thus expanding their target customer audience.
Equipment and Interconnect Dealers Acknowledge the Value Proposition of SIP Trunking
As channel partners become more familiar with SIP trunking and its benefits, they begin to pitch it more frequently and more aggressively to their customers. By adding SIP trunking to their portfolios, VARs, dealers, and other channel partners are able to offer a more comprehensive package of services and solutions to their customers. This helps them develop stickier relationships and grow and diversify revenues. In addition, greater channel partner support fosters the market growth and helps penetrate a broader and more diverse customer audience.
Service Providers Become Trusted Advisors
Customer needs are evolving. On one hand, as VoIP access and SIP trunking services adoption spreads to the mass market, decision makers are less informed about the benefits of these services than the early adopters, which included some more savvy buyers. Therefore, many decision makers are relying on suppliers to educate them as well as assist in developing an overall communications strategy. However, communications solutions are becoming more complex and businesses are looking for trusted advisors to help them with their migration to next-generation, SIP-based architectures and services. Due to changing customer needs, equipment vendors and service providers are placing greater focus on customer education and informative marketing. In addition to preparing extensive marketing collateral including case studies and compelling ROI evidence, service providers are adopting a more consultative approach that often includes the development of a holistic migration plan, of which SIP trunking is just one of many elements.
VoIP Technology and Service Capabilities Continue to Mature
VoIP access and SIP trunking services are becoming more reliable and easy to deploy, which greatly enhances their value proposition. Service providers are continuously improving the quality of their VoIP services by implementing more sophisticated QoS technologies. Furthermore, more extensive IP telephony and video platform interoperability certifications help expand customer reach and expedite deployments. Service providers are also continuously simplifying and automating the provisioning process to alleviate the cost (including time investment costs) and hassle of SIP trunking implementations. Improvements in service management and billing capabilities are also helping to boost adoption.
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