Technology Takes Off When It Disappears - SIP Trunking in the Mainstream Market
I was pleased to join a panel discussion on SIP trunking at the ITExpo in Las Vegas yesterday - a technology track attended primarily by resellers. They found my statement about how technologies become standard when they "disappear" an interesting way to start a session. And quite appropriate for Vegas where there is no shortage of magicians who can do the same.
Allow me to explain.
When a lawyer picks up a phone, they have no knowledge of what a SIP phone is, or SIP trunking, they just want that phone to work like it has worked for the last 30 years. SIP trunking has enabled network operators to offer passive invisible services to employees. The only thing visible is the savings on the bill viewed by the CIO. There is no impact to the employee.
In the session hosted by Ingate, I shared my perspective that from the employee's perspective the CIO is really the "cloud" to them. The CIO is the provider of the dozens of invisible services running either in the cloud or on the premises. The employee never really knows, and never cares other than wanting the services to be effective. And so that feeds into why SIP trunking has caught on and why it’s used by so many ShoreTel customers. The economics of centralized SIP trunking provide the basis for being a standard in networking topologies. That invisible nature for users based on the standards we leverage has reached a point where it becomes the norm not the exception.
The audience was quite taken by the analogy and extended the thought for how other services fall into the same category. Contact center agents use SIP trunks in a big way, but they just focus on the customer. For instance, customers don't walk into their local cable company to complain about service, they call from their homes. Their home becomes a cloud end point that connects into the cloud application intelligence on either the premises or cloud service provider servers. So in a similar manner, the agents are anywhere - connected by the cloud. The customers call from the cloud. And SIP connections are often the most cost effective way to bridge them together.
Special thanks to Ingate for the invitation to join the panel discussion. Based on the number of questions during the session, SIP trunking certainly is a hot topic for resellers to understand.