From VentureVoIP comes news that Dell are going to supply SME’s with Fonality’s Asterisk-based VoIP system - PBXtra. Details of the arrangement are sketchy at the moment, but already there are murmerings of doubt amidst the obvious conclusion that this is a strong deal for Fonality and potentially for the SME market worldwide, 35 million of whom are expected to dip their toe in the VoIP waters over the next three years.
I must admit to wondering about the wisdom of the arrangement myself. Fonality have certainly got a pretty mature product with, in Asterisk terms at least, good market penetration. This deal will drive that through the roof, and one has to wonder just where the support for a huge increase in the installed base will come from ? If it’s Dell, then they have to train up a lot of people in a subject where they currently have little or no knowledge. Then there’s the mixed bag of customer experience with Dell support, which is bad enough if you’re dealing with an important server, but unacceptable if your phone system has just crashed and customers can’t call you.
That’s fixable, though, and I suspect that Fonality will provide 3rd-level support in a classic support scenario so that the easy stuff can be handled by Dell and the tough stuff goes where the knowledge lies.
My biggest concern is that I don’t think there’s a good fit between the way VoIP should be sold to SME’s (or any business) and the way in which Dell normally does business in this market. Let me explain. If you have a look on my website you will see that I, in common with Fonality, offer a number of VoIP system ‘packages’. I suspect that Fonality view this in the same way I do…as a means of illustrating the ball-park cost of a VoIP system and of initiating a conversation about a particular customer’s specific and unique needs. I have no intention or experience of a customer phoning up to say “I want to buy package no. 2, can you send it tomorrow”. It just doesn’t happen that way, and so it shouldn’t as getting the phone system right is crucial to each and every business, big or small.
You can see where this is going, I’m sure. Dell’s business model, the one that has made them into the massive company they are now, is geared on the assumption that the customer knows exactly what they want, and Dell can provide it quicker and cheaper then anyone else. You start doing that with phone systems and businesses are going to suffer. The MD of a small company will not be an expert in VoIP-enabled telephony, and he probably won’t employ anyone who is an expert either. They will be focused on selling their widgets or whatever it is that makes them successfiul. And whilst they may be interested in buying a phone system that has the potential to save them money and provide more functionality, if it starts taking a lot of their time to install, maintain and support then that advantage is lost.
Putting a PBX into an SME is not just about selling them the server and a few phones. Crucial to the success of an install are factors such as how to minimise disruption, which codec to use, the efficient use of the existing network or installation of a separate VoIP network, the means of hooking up branch offices and homes to the VoIP system (another PBX, use a VPN, etc ?), and many other questions. These all need someone with knowledge and experience to assess before coming up with the best solution for that particular customer. Will Dell be doing all that…I have my doubts.
This could be a great thing, or it could set VoIP for SME’s back 5 years. I have my fingers crossed that it’s not the latter.