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Siemens Bolsters Mideast Push with OpenScape, Channel Strategy
Published Apr 15, 2013
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Unified Communications will no longer be the sole domain of larger firms as Siemens unveils its new scalable voice, video and telephony platform.
After a sneak preview at last month's CeBIT event in Hannover, Germany, Siemens Enterprise has shared full details of its new OpenScape Business product, which it claims will bring large-scale Unified Communications (UC) to SME-sized organisations in the Middle East.
"There is a feeling that UC is a large enterprise solution and that SMEs don't need it," explains Anil Kumair Jain, Managing Director of Apac and Middle East. "That's not true. SMEs need UC more than larger firms because they need to get the maximum out of their smaller workforce".
"They want to know where there workforce is and to have multi-channels of communication. It's clear now that SMEs are looking for a UC platform to fit within their infrastructure, without going into a huge amount of business restructuring," he says.
Jain puts the emphasis on simplicity, believing that ease of use is a key to roll-out and adoption. "Everything should be as simple as a keyboard," he says. "I want to just pick up a phone and dial. The good news is that the functionality of this new product is the same as what's on offer to larger scale businesses. Since voice communication is integrated with IT, automatically your desktop comes into the picture."
He adds that OpensScape, as well as all their other new solutions on the horizon, will factor in the desktop computer playing a major role. The desktop, or laptop, integrated with telephony, can control chat clients, display the presence of colleagues, allow drag and drop into conference calls and manage all phone diverts.
"You will not be able to distinguish large enterprise and SME in terms of functionality," says Jain. "The end user doesn't care what the platform is behind it all. They can use the same platforms and applications with the same user interface and get the same experience."
Larger enterprise solutions are highly scalable and are suitable for many thousands of staff, but Siemens categorises SME organisations as having a staff size of no more than 300. This includes multiple smaller groups around the Gulf, which can now integrate their communications.
"Networking of systems is the crux of the thing. Nobody wants to have a standalone platform which cannot be networked to another set up, whether it's Dubai, London or India. They should be able to network over IP," says Jain.
New channel manager to oversee OpenScape roll-out
Following on from Siemens' recent pledge to focus more on their Middle East business, the firm is appointing a new channel manager to specifically care for and develop the region. A contract has already been signed by a senior executive with over 14 years of experience working with channel partners in the Middle East and North Africa.
"We want to get closer to our tier two partners," says Marc Aghili, Senior VP for Business Development. "At the end of the day it is the bonding between the tier two and distributor which gets our products further. This gives us more focus in terms of market presence, local events and now a greater resource in the Middle East for the new product."
Aghili spoke of Siemens' reboot ahead of their 'amplifiedTEAMS' event in Dubai just two months ago, where the firm also secured their first OpenScape customer in the region; NewRAS Technologies, who work with channel partner Freightworks. Jain explains to AME Info the importance of a robust reseller network.
"What we have been doing in the last six months is building a large reseller network," says Jain. "The geography is big and this is how we have to address the market. What is happening is that IT is merging with voice, so if I need to sell these new products I need to have resellers with the right IT skills," he adds.
In addition, the Siemens team are referring to OpenScape as 'real' channel product, since partners were involved with both the initial concept, as well as the development and design process. Then not only did Siemens conduct field trials, but all channel partners had the opportunity to liaise with technical staff, shaping their brief from an early stage.
Aghili and Jain agree this development partnership was very successful, allowing greater insights to the market through the channel. Despite the challenge of navigating different regions and their requirements, Jain believes the new process will be a new normal for Siemens Enterprise products being brought to market.
Posted by
VMD - [Virtual Marketing Department]
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