The digital phoneline switchover is underway, and companies around the Channel have a vital role to play in helping move all customers off the Public Switched Telephone Network (PSTN) and onto digital landlines before the January 2027 deadline.
Gradwell Communications is a UK-based cloud communications provider. The company’s solution portfolio includes a business phone system and SIP network, unified communications built on 3CX and Microsoft Teams, business mobile and connectivity offerings.
The company has been working closely with SMEs since launching VoIP services across the UK in 1998. Given the company’s experience serving this portion of the market, it can help SMEs make the transition to VoIP as we approach the deadline for the switchover.
Ben Avery, head of channel, Gradwell Communications explained that the shift towards all-IP networks will enable better integration of voice, data, and video services. This will result in more efficient and cost-effective communication systems.
The deadline to stop using services running on the old copper lines is compelling people to make a change. Avery explained that this could cause frustration, but there are benefits waiting on the other side.
Avery said, “A lot of businesses have known for a long time that they would benefit from modernising their technologies or better integrating the technologies they are already using. Now, unfortunately they are being forced into it but, ultimately, they are being forced into something that is going to benefit them in the long run.”
The challenge for the telecoms industry is to make this transition exciting for businesses. Avery asked: “How can we make it an attractive proposition or worth paying attention to?”
Addressing business challenges
Avery said that channel providers can help their customers view the digital switchover as an opportunity for a reset, rather than an annoyance, by getting to the heart of the challenges the business is facing.
Gradwell Communications recently completed a business phone system modernisation project for Pennywell Farm, a tourist attraction located in Devon. Like many rural locations, the previous setup was rooted in legacy technology, and the business knew that the time had come to modernise the setup ahead of the switchover.
Gradwell recommended Wave, its hosted VoIP solution, and Pennywell Farm was migrated from traditional PSTN to the modern system. Adoption of a new system is enabling Pennywell Farm to address some operational challenges in the business. For example, there was a need to reduce the volume of unnecessary calls through the strategic use of Interactive Voice Response (IVR) messages.
This is streamlining customer interactions whilst allowing staff to focus on more critical tasks. The IVR function directs customers to the website, optimises ticket sales and minimises disruptions to on-site employees.
Pennywell Farm also sought features such as call routing, hunt groups and recording. Those features provide new opportunities to better manage inbound call volumes and effectively train staff. Due to the highly competitive nature of the tourism industry, it was crucial that the new system could ensure maximum reliability.
With the simple user interface of Wave, Pennywell Farm can be agile and easily adapt to changing opening hours and call routing requirements. The company has also implemented hunt groups and diverting systems to ensure important calls are never missed.
The outcome matched expectations and delivered the promised “plug and go” setup. In addition, the user-friendly interface of Wave empowered the farm’s team to independently manage settings and train others. This self-sufficiency, combined with Gradwell’s available support, created a highly functional VoIP phone system.
Curbing margin erosion
As businesses and organisations migrate to all-IP solutions ahead of the digital switchover, some channel companies are concerned about margin erosion. Avery explained that, whilst that prospect is a risk, taking the time to understand challenges across the customer’s entire business can help providers spot opportunities to recommend a more wide-reaching solution.
Digital telephony services are generally more cost-effective than traditional landline services. Avery pointed out why: calls are cheaper on VoIP and similar services, and the maintenance and hardware costs associated with traditional phone lines will become a thing of the past.
There is no getting around the reality that channel providers did make money in those areas, but there is opportunity to help these businesses adopt a scalable solution that can flex to shifting needs. Customers are willing to invest in solutions that enable hybrid working with enhanced flexibility, are scalable and future proof, and offer increased reliability and security.
Avery concluded, “This change is coming, and that does mean change for customers and the solutions we offer to them. There is a risk of margin erosion, but we can take steps to add new revenue streams by providing customers with the capabilities and features that will help their business. It’s about asking the right questions so you’re solving the right problems from the outset.”
Find out more about the switchover with Gradwell here
This article appeared in our July 2024 print issue. You can read the magazine in full here.