To avoid competing with their carrier customers, vendors are currently targeting the lower end of the cloud services market. However, problems may already be arising.
Genesys is the most recent developer of predominantly on-premise solutions reaching out into the cloud services market. Last week it announced Genesys Connect for Service Cloud, along with a new Business Unit to support it.
Genesys’ cloud strategy has up to now been focally centered on providing platforms to carrier partners on which hosted contact services of their own can be built. This is a reliable business model for Genesys, which already sells contact center solutions that are deployed by enterprises on-premise. It is, therefore, probable that a similar solution can be sold to service providers as the foundation for their hosted contact center services.
Similarly, Cisco took this same route in the past with its Hosted Unified Communications Solution, and has more recently replaced it with the Hosted Collaboration Solution (HCS). Twenty service providers have already established hosted UC services which are based on HCS.
Genesys, which has 25 service providers (including Echopass, KDDI in Japan, ProtoCall in the UK and Deutsche Telekom), has agreed to offer hosted contact center services, and this is reliant on the hosted version of its contact center platform. In addition to relying on its service provider partners to develop cloud-based services, Genesys is now also ready to offer its own cloud-based service.
Genesys will follow a plan similar to Cisco (a developer of UC solutions) to avoid coming into direct competition with its service providers. Cisco’s service provider customers deploy in their networks and its enterprise customers deploy on-premise. Cisco introduced a cloud-based service which has now been rebranded as WebEx Telepresence.
Video conferencing technology is sold by Cisco to service providers that build hosted telepresence services, and in addition to this, it also provides a hosted telepresence service of its own. Cisco avoids competing with their service providers by limiting the range of its hosted service offering.
Genesys’ proposed cloud service was released two weeks ago with its Genesys Connect for Service Cloud, and since Genesys technology will be hosted in the cloud, businesses need not deploy contact center systems on-premise. Although the service is in beta, it will be launched in early 2013.
Genesys (similarly to Cisco) is focusing on a small subset of total addressable market for cloud-based contact center services. Genesys’ new technology will also deliver the contact center functionality which their cloud-based Service Cloud lacks. Genesys Connect for Service Cloud will be sold to customers of Salesforce.com’s Service Cloud, and will therefore not be in direct competition with its carrier customers. (CY) Link
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