• SIP Trunking is included in the pricing for the basic offer.
– Other providers charge for SIP Trunking services as an additional service.
• Sprint will have a single sales team to support the customer.
– Most providers have two teams: a wireline and wireless sales team.
• Mobile integration is part of the offer.
– Sprint has included mobile integration and has an unlimited mobile offer.
• The Sprint offer supports two devices and includes a soft client.
– Most providers support only one device and do not offer a soft client.
• The Sprint offer is end-to-end.
– Other carriers mix and match other vendor services or limit it to their own services.
• Multiprotocol Label Switching (MPLS)/VPN service offers Class of Service (CoS) levels at no extra charge.
– Other carriers charge for Cost of Service (CoS) levels; Sprint does not.
• Differentiate with integrated assets. Sprint has created a unique offer that combines business-grade cloud computing services with its network communications services (including mobile), applications, MPLS/VPN services (with no-charge for CoS levels), along with its strong reputation for customer satisfaction.
• Focus on enterprise customers. Sprint positions itself as a viable alternative to business customers in the mid-market and large enterprise segments. Sprint's enterprise services portfolio is focused on customers that tend to get less attention or support from the incumbent carriers.
• Leverage existing sales channel. Sprint has a primary sales group focused on mobile services, and additional sales resources focused on wireline services. Sprint's wireline sales force works with the larger mobile service sales group to create one team supporting its customers. Sprint intends to provide the combined sales force with additional training to sell the new unified communications services.
Figure 1. Sprint Collaboration Services Portfolio
• Develop a broader enterprise offer. Sprint intends to leverage the cloud platform while maintaining its core competencies in providing enterprise services. Building and managing an ecosystem of cloud partners requires developing strategic relationships to expand upon its existing service offerings.
• Leverage mobile and enterprise assets. Sprint has a variety of mobile services and wireline enterprise services, including managed services. Sprint will need to effectively integrate these services to attract mid-market and large enterprise customers.
• Provide a differentiated offer from incumbent providers. In the competitive hosted services space, Sprint's strategy will require developing unique service offerings while focusing on an underserved segment of the enterprise market.
• Overall goal is to stabilize and increase wireline voice revenues (~US$2B annually), driving growth within Sprint's enterprise market base. Unified communications will also be a new revenue stream for Sprint voice services.
• Initial customer targets include current U.S. enterprise wireline customers and enterprise mobile customers. Sprint intends to "grow the existing spend," then move towards new customer acquisition.
• Pricing for unified communications services packages: (SIP Trunking and local and on-net calls included)
– Voice Centric (Mid-$30s/seat): call control, basic UC (video, voicemail, video telephony); includes support for two devices, soft-client and mobile integration
– Standard (Mid-$40s/seat): above + IM/presence, desktop sharing
– Premium (Mid-$50s/seat): above + mobile client; 10 devices supported
Case study source: Cisco sponsored research developed by Ovum.