Stop Thinking of Yourself as a Cloud Communications Provider – Or Risk Perishing

By Joseph Marion, president, Cloud Communications Alliance

Let me put this plainly:  IT managers at enterprises are buying cloud solutions, not cloud communications solutions.

This is something that cloud communications solutions providers still have a difficult time understanding.  That’s because most of these providers – including those that offer VoIP, UCaaS, and other similar types of technologies – are, at heart, old school telecommunications folks, used to dealing with specific challenges relating to that industry.