The success of broadband is resulting in an active and dynamic networking marketplace, as the one feeds off the other.
This is the view of Riaan Leuschner, MD of Nology, a broadband and networking equipment supplier for the South African small and medium enterprise (SME) market.
“Without networking there wouldn't be broadband and vice versa, so the relationship between the two has come symbiotic. This is good for all players concerned, including vendors, distributors or integrators, but it makes the competition that much harder,” he says.
While the benefits of broadband and always-on connectivity in the context of social networking and Web 2.0 are undisputable, there are also other benefits. IP telephony realised via an IPBX or an IP phone, surveillance via IP cameras, and security with remote access are also making a noteworthy mark on the South African marketplace, according to Leuschner.
However, it is these tangible broadband 'applications', he says, that translate into an ever-sophisticated networking industry, as an IP infrastructure built on networking equipment is ultimately required to realise them.
“Plus, as networking equipment becomes more advanced, this will allow users to further extend the functionality of applications that make use of broadband, but increase competition.”
Standing out
As a result, adds Leuschner, broadband and networking players are forced to up their game as differentiation is becoming increasingly important.
“Broadband will probably start resembling cellphone packages; pretty much the same offering but it's the value-add that makes all the difference. The ability to offer a bundled package that is truly solution-oriented will be key to differentiate them.”
Product features will also be important, he continues. “Providing solutions that feature the latest advancements such as secure sockets layer virtual private network for secure, continuous mobile access; and home plugs which mitigate the need for unnecessary cabling and a complicated wireless security set-up will address the needs of all users.”
This, Leuschner believes, will enable players to address 'technophobes', usually small businesses and individual users that require broadband and its numerous benefits, but are hesitant due to the perceived complicated set-up and use.
“Now is the time to make some significant inroads. The challenge, however, will be not to become one of many, but to stand out with services and complete solution offerings that are deal breakers,” Leuschner concludes.
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