Voice vendors have always been slow to react to communication changes and even now view integration to other systems as more of a threat than an opportunity. Despite huge advances in web and data applications delivering simple API’s the voice market still doesn’t seem to grasp the way the market is changing.

We use CapsuleCRM and Kashflow for example – they integrate really well. It was simple to set this up and the costs for developing the integration wouldn’t have been high. As the market matures some vendors have seen the value of being seen to integrate to as many products as possible (Salesforce, Google).

Meanwhile back in the voice world presentations and sales guides warn against introducing third party applications. Some vendors have now let go of demanding their own servers (Mitel for example were the first to offer a virtualised environment). However, many make integration to other applications as hard as possible while others flatly refuse. Many still penalise a client if they have the audacity to choose a rivals SIP handset instead of their own offering. This is true for both on premise and hosted. The closed walled stubbornly remains firmly in place for many vendors (even though they will say the exact opposite).

Voice markets have many reasons for this approach however they are simply sealing their own fate. People will stop tolerating this scramble to keep hold of business models that are no longer fit for purpose. The companies that will survive or more likely emerge will be those that are application focused with easy integration.