However to be a success, any smaller player in the market needs a unique business strategy and go-to-market model for end users and the channel, to allow them to differentiate themselves from the traditional players. This is particularly the case in the IP Telephony area. The winners will be the ones who offer something different and capitalize on the market opportunities that software applications offer.
This, in my opinion, is why Swyx is doing so well. With our pure software approach and the benefits that brings for both business and resellers we are now growing at a phenomenal rate. We are concentrating on growing breadth as well as depth in our channel by supporting our partners directly with this applications-based approach, and helping them to migrate to sell this new software-based model so they in turn can better support the end user.
Microsoft's & Nortel's announcements over the past few weeks have only reinforced our thinking and strategy that a software/applications based approach will be the dominant market drive in the coming years, and more consolidation of existing and traditional players will clearly accelerate in the next few quarters. With this in mind, I would encourage the current channel partners of Zultys to look at Swyx's success model as a basis for moving forward in the very near future.”