… absorbed into anonymity by a massive buyer.
“That’s exactly the sort of company we want to befriend and bring into the fold. We can say to this guy who founded it, ‘Your baby will live. We want it to grow. We’re not going to dissolve it into this massive organization,'” Proctor said.
According to Proctor, the Elfiq team essentially only had one marketing person and a couple of salespeople, but it was still making $3-4 million per year. He credits that success to the company’s technology.
“The clients who bought it are now buying more of it because they really like the technology. We don’t have a very large marketing department,” he said. “We have a very good marketing department, but certainly not to the scale of some of our huge venture-capital-backed U.S. competitors.”
It’s June. We’re halfway through a year where SD-WAN adoption and monetization are going through the roof. Let’s take a look at some of the biggest stories and trends in the industry this year, as well as what we should expect in the second half of 2018.
Martello and Elfiq are a nice segue for this, because they fit multiple trends that vendors, channel partners and customers are exhibiting.
Below are four SD-WAN trends at the halfway point of 2018.
1. UCaaS providers follow service providers and master agents.
We’ve seen multiple sequences of like-minded companies rushing to adopt SD-WAN. Late 2016 and 2017 saw the service providers – most notably AT&T, Verizon, Sprint and Windstream – partner with pure-play SD-WAN vendors. VeloCloud Networks, Viptela and Versa Networks were three of the most prevalent vendors forming partnerships with large telcos.
The majority of master agents got into the action at a similar time, although they continue to add new vendor partners this year. Avant added several new partners in early 2017, Telarus has been exhorting its partners to implement the technology, and CNSG has advocated on the subject.
The domino effect seems to be reaching the cloud communications space, as several UCaaS vendors made SD-WAN announcements late last year and have whipped the rest of the pack into a frenzy. The race is on.
I mentioned RingCentral and Vonage above, but 8×8 became an early mover when it partnered with Aryaka last September. Avaya in December made it possible for partners and customers to integrate its platform with FatPipe Networks. Mitel, as we read above, is now connected to Elfiq. Intermedia two weeks ago picked Bigleaf Networks as its preferred provider. RingCentral also partnered, but deviated by picking multiple certified providers. I’m interested to see which …