Published: 12 October 2022
Technology’s democratization represents a strong shift in budgeting and control from technical buyers to business buyers. CSPs must respond to these changing dynamics by emphasizing outcome-based business models over more technically focused ones to adapt their products and go-to-market strategy.
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Market Opportunities and Challenges
To adapt their products and go-to-market (GTM) strategy and benefit from the technology’s “democratization” shifting buyer focus from the technical aspects of technologies onto more outcome-based business models, communications service providers (CSPs) must acknowledge the following market opportunities and challenges:
Democratization of technology gives business-focused buyers more influence over technology purchases, allowing for more opportunities for CSPs to cross-sell and upsell communication services as a value-added service.
Democratization with communications platform as a service (CPaaS) solutions and related SaaS platforms can reduce the influence of corporate IT teams for a more streamlined purchase decision.
Reaching business-focused buyers will require
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