Wildix is strong in Europe, but just began to expand into the U.S. a year and a half ago, and have a small presence in Canada today. They are looking to build on that by attending the ASCII event in Toronto.
Wildix, an Italian-headquartered unified communications and collaboration [UC&C] vendor with a WebRTC browser-based differentiation, has begun its drive into the Canadian market. The company will be highlighting this in their appearance at the ASCII show in Toronto on August 22-23.
Wildix has been in business since 2005 and has a global presence, with an expected strong base in EMEA. They opened their first North American office – in Columbus Ohio – in late 2016.
“Our differentiation in the market is based on the principle that architecture and design matter,” said Robert Cooper, General Manager at Wildix U.S. “When we originally built the platform, we looked at it from the end-user perspective out, much like Apple did with the iPhone. We looked at how people used communications capability within the business, and explicitly based the platform around that.”
A key part of this was the decision to implement WebRTC directly into the platform.
“This was a strategic decision early on,” Cooper said. “A lot of people are using it, but they do so as an application. We didn’t do it as an application, but as an integrated component within our UCC platform. It means that we can provide all communications capability directly through the browser. That gives us a tremendous edge.”
Wildix has a full suite of offerings. Wildix Collaboration is a WebRTC browser-based tool that enables simple, instant and secure communications from any location using any device – office phones, PCs, or mobile devices. Users can access Wildix Collaboration regardless of the OS, and execute functions with a single click. The functionality includes presence, remote desktop control, attendant console, file sharing, video conferencing, live streaming to Facebook and YouTube. Other services include Wildix Kite, an offering integrated into the collaboration platform that leverages WebRTC to extend UC to an organization’s public website.
Ubiconf is Wildix’s WebRTC-based turnkey videoconferencing solution, which works through either the Wildix Collaboration interface, or through a Wildix Vision desk phone. It comes with additional hardware options like ubiconf-Huddle, for 3-5 person huddle spaces, and Ubiconf Voice, a speakerphone for larger conference rooms. Their portfolio also includes VoiP PBX and Cloud PBX systems.
“These offerings can be consumed as an IP PBX, consumed as software and deployed in the customer’s own data centre, or consumed in the Amazon managed cloud infrastructure,” Cooper indicated.
WIldix defines its sweet spot as the SMB space and the midmarket. That’s why they are at ASCII – which is strong in small business – while also recently attending CompTIA ChannelCon, which is more classic SMB, as well as the Enterprise Connect show in Orlando this spring.
“We are really focused on that 100-2500 seat space,” Cooper said. “Mitel and Cisco are our principal competitors. We don’t really sell down into the sub-50 space, although we do have Very Small Business partners, and we do have a strategy for that. The 100-seat area is probably our sweet spot.”
They only sell through channel partners.
“One of our differentiators is our go-to-market strategy, which is a channel-only model,” Cooper said. “Our channel is the traditional IT channel of VARs, system integrators, MSPs and ISPs – not the sales agent model, which we view as an augmentation of the direct sales force. We also do not sell a hosted solution, so service provider partners use their own SIP trunking. That’s another differentiator versus some of the other vendors. We do not sell direct to the end user, no matter how large the application or the customer. We further support the channel by not selling through distribution.”
Compared to other vendors in this space, and especially given their focus on the lower part of the market, their channel is relatively select. They have 650-plus partners around the globe.
“We do not change our market model country by country,” Cooper said. “We have a template that works and it is to build up and strengthen partners that we go to market with.”
In North America, they began building out their channel in the spring of 2017.
“It is mainly traditional VARs today,” Cooper noted. “Managed services have just come into play for us in the U.S. Many MSPs stayed out of the UC space because it was too complicated, and too clunky, so we are just now starting to scratch the service with many of them. They see the potential in this. Many are already managing the desktop so this is a direct fit for them. We appeal to the traditional VAR because we give them a way to migrate to hybrid services around the licensing competent from the old hardware model. Many VAR are also trying to transition to the MSP model, and this is a way to do it with their existing base of customers.
“We have a target for partners we bring in,” Cooper added. “We want ones who have been in business for a while and who are established.”
Canada is not exactly green fields for WIldix – but it’s close.
“We have done some programs in Canada, and we have one partner there, and soon will have another, but we are really now just now starting our push into the Canadian market,” Cooper said.
“Our objectives at the ASCII event start with building brand awareness and identity in Canada,” he indicated. “We are also looking for new partners, and will have some conversations with MSPs and VARs in the area and highlight what our capabilities are.”