“The end game is to deliver great outcomes for the end users,” says Iain Sinnott, Enreach for Service Providers’ Head of International Carrier Sales. “They (the end users) pay everyone’s wages.” In this podcast, Sinnott begins with that basic foundational observation and builds out the case that everything the community of carriers, service providers and developers do, ultimately must come back to the customers, whose needs must be met and whose payment of fees and charges, basically pays (and justifies) the whole industry. Sinnott argues that OTT players such as Microsoft have penetrated the SMB market, but don’t always match the requirements of the whole workforce. Service providers have the opportunity to cooperate with hyperscalers to bring a broader solution to the market that appeal to all types of workers. For this, in turn, they need a strong partner that enables them to differentiate, while offering a real partnership approach.