While overall adoption of SIP trunking has been a slow and steady movement forward in the last five years, the adoption rate has not met predictions. Issues around interoperability and limited standardization have restrained many service providers from gaining greater market penetration. Ongoing standardization efforts by major industry organizations such as the SIP Forum and SIP Connect are likely to eventually eliminate the need for multiple certifications on different platforms, which are time-consuming and costly. In the meantime, service providers are engaging in extensive interoperability testing with platform vendors, thus expanding their target customer audience.
As channel partners become more familiar with SIP trunking and its benefits, they begin to pitch it more frequently and more aggressively to their customers. By adding SIP trunking to their portfolios, VARs, dealers, and other channel partners are able to offer a more comprehensive package of services and solutions to their customers. This helps them develop stickier relationships and grow and diversify revenues. In addition, greater channel partner support fosters the market growth and helps penetrate a broader and more diverse customer audience.
Customer needs are evolving. On one hand, as VoIP access and SIP trunking services adoption spreads to the mass market, decision makers are less informed about the benefits of these services than the early adopters, which included some more savvy buyers. Therefore, many decision makers are relying on suppliers to educate them as well as assist in developing an overall communications strategy.
North American VoIP Access and SIP Trunking Services Markets