Cloud Services: Communications Service Providers Need New Strategies for Selling Services to SMEs

  • ID: 3617257
  • Report
  • Region: Global
  • 26 Pages
  • Analysys Mason Group
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CSPs Need Flexible Cloud Delivery and Go-To-Market Options to Meet the Diverse Needs of SMEs

FEATURED COMPANIES

  • Liberty Global
  • Telefónica UK (02)
  • Telekom Deutschland
  • Vodafone
  • MORE
This report examines the type of cloud services that communications service providers (CSPs) are selling to small and medium-sized enterprises (SMEs), as well as best-practice cloud delivery models, and sales and marketing positioning. In this report, SMEs are defined as companies with less than 250 employees.

The report also provides recommendations to CSPs on cloud services marketing and go-to-market strategies.

It is based on several sources, including:
- reviews of service provider cloud services portfolio and strategies
- interviews with executives at service providers targeting SMEs.

We also include case studies for the following:
- Vodafone
- Telefónica UK (02)
- Liberty Global
- Telekom Deutschland

"Communications service providers need to invest in new processes and more-efficient technology to support cloud services, and they will need to review their business strategies in order to address SMEs' specific needs in this space."

Communications service providers (CSPs) recognise the potential of selling cloud services to small- and medium-sized enterprises (SMEs). However, in order to convince SMEs of the business benefits of cloud services, CSPs must improve their associated sales, marketing and delivery channels.

This report examines the type of cloud services that CSPs are selling to SMEs, as well as best-practice cloud delivery models, and sales and marketing positioning. In this report, SMEs are defined as companies with less than 250 employees.

This report:

- identifies which cloud services have the widest take-up and explains the reasons for their popularity
- provides recommendations for how CSPs should position their cloud services, and how these services can be bundled with their core services
- highlights which partner models and support frameworks are available for delivering cloud services
- discusses the lessons that leading CSPs can take for their own go-to-market strategies from existing SME cloud service portfolios.

Key Questions Answered in this Report
- Which cloud services have the widest take-up and why?
- How should CSPs position their cloud services, and how can these services be bundled with their core services?
- Which partner models and support frameworks are available for delivering cloud services?
- What lessons can leading CSPs take for their own go-to-market strategies from existing SME cloud service portfolios?

Who Needs to Read this Report
- CTOs, strategy, product development and management executives in CSPs’ organisations.
- Vendors that advise and sell their cloud-enablement technology and solutions to CSPs.
- Cloud and IT service providers and mobile virtual network enablers (MVNEs) that are targeting the SME segment.
- Cloud technology and software vendors that either currently partner or plan to partner with CSPs to target SMEs.

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FEATURED COMPANIES

  • Liberty Global
  • Telefónica UK (02)
  • Telekom Deutschland
  • Vodafone
  • MORE
Executive Summary

SMEs and Cloud Services

How are CSPs Selling Cloud Services?

CSP Cloud Use Cases

About the Author
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FEATURED COMPANIES

  • Liberty Global
  • Telefónica UK (02)
  • Telekom Deutschland
  • Vodafone
  • MORE
Communications service providers (CSPs) recognise the potential of selling cloud services to small- and medium-sized enterprises (SMEs). However, in order to convince SMEs of the business benefits of cloud services, CSPs must improve their associated sales, marketing and delivery channels.

CSPs are developing vertical solutions for different SME businesses including retail, professional services and construction industries, as well as expanding into business cloud solutions to support digital marketing and web site development.

CSPs are also refining the delivery process for cloud services with cloud enablement platforms. They also provide better after-sales support to keep customers on board and to migrate casual ‘cloud buyers’ to more-lucrative managed cloud services with recurring revenue.

CSPs can operate as a channel and an enabler in delivering software-as-a-service (SaaS), bundling SaaS offers with core telecoms products. This creates a stronger customer bond and reduces churn: in the case of one operator, churn was reported to be up to 50% lower for its SaaS customers than the rest of its customer base.

CSPs that want to engage SMEs with their cloud services need a new focus on channel partners, in-store business advisors and new tools for desk-based cloud sales experts.

Note: Product cover images may vary from those shown
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- Liberty Global
- Telefónica UK (02)
- Telekom Deutschland
- Vodafone

Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown
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