Steven Try is the UK&I Channel Manager at Snom which offers business communications for offices, home and on the go.
How Does Snom’s Vision And Mission Shape Your Product In A cCrowded VoIP/UC Market?
At Snom, our focus is on meeting our customers’ communication needs where they are. We develop and design our products based on their unique requirements and the feedback that our local teams receive from customers and partners in their respective countries.
Where others in our market focus on cloud-only offerings or soft clients, Snom’s hardware is designed to complement customers’ cloud and UC systems. Engineered in Germany, our products provide high-quality audio, stable security standards and interoperability.
The bread and butter of our business has always been the development of traditional VoIP phones. However, requirements have changed over time, and the traditional telephone has increasingly evolved into a communication terminal. We’re providing cordless and DECT solutions for sectors such as logistics and healthcare, specialised terminals and phones for the hospitality sector and offering interfaces for cameras, barriers, alarm servers or localisation devices.
We’re also creating specialised devices for financial services companies. These solutions help companies to meet particular challenges. In financial services, for example, protecting sensitive customer information is a high priority – which means secure and reliable communications devices are essential.
While in a hotel, seamless communication ensures guests remain happy and staff are always available and visible, but are also able to release rooms, request technicians or
locate them with the touch of a button.
What Major Shifts Are You Seeing In Enterprise Communication Needs?
The demands of enterprise communications today mean that companies are asking for much more than traditional desk phone setups. They require comprehensive, reliable and forward-looking communication solutions that can support their digital transformation and increase the efficiency of their operations.
Any communication tool must be able to work equally well at home and in the office, to support employees who are switching between both locations.
In the current economic climate, businesses also want solutions that are cost-effective without sacrificing security or flexibility.
How Do You See Desk Phones And UC Devices Evolving With Hybrid And Remote Work Now Mainstream?
The connectivity and functionality of desk phones has been boosted by wireless technology such as DECT (Digital Enhanced Cordless Telecommunications). This enables secure, high quality hybrid work by using a dedicated frequency band for audio. Individuals don’t have to rely on their Wi-Fi network – they can connect their handset to a base station for stable call quality and encrypted communication.
Snom’s desk phones can even be used to control smart office systems. By integrating XML APIs directly into IP phones, these devices can be used to switch lighting on or off, open or close doors and manage air conditioning. If customers prefer to work with WiFi, we also offer devices for this kind of communication.
What Role Do Integrations Play In Snom’s Strategy?
Interoperability has always been a key part of what we do, and one of the most important factors that differentiates us from other manufacturers. We integrate with the leading platforms in each market we serve to ensure we can fulfil our customers’ requirements. In the UK, we actively integrate with a range of cloud and hosted PBX environments including 3CX and Voipfone.
Our commitment to open SIP standards allows our customers to deploy our devices across a range of platforms and infrastructures, rather than remaining locked-in with one vendor. Our hardware is also able to connect with solutions such as nurse call systems and alarm
platforms, which are essential in environments such as healthcare and hospitality.
As Security Threats Evolve And Standards Tighten, How Do You Approach These Concerns?
Security should never be treated as an afterthought and at Snom, we focus on building it into all our devices and solutions. We support all common secure protocols, such as SIPS and SRTP – with audio encryption, TLS server authentication and password protection for each end device.
We’ve also built security protocols, such as multi-factor authentication, into our Secure Redirection And Provisioning Service (SRAPS). This service enables companies to automatically configure and manage Snom devices remotely.
In addition we deliver firmware updates up to 4 times per year on all our devices, which aims to fix any vulnerabilities and help businesses anticipate emerging cyber threats.
All customer data is stored in a data centre in Frankfurt, Germany. This ensures the highest security standards and is a key differentiation compared to other providers in this sector.
How Do You Support And Collaborate With Channel Partners To Reach Customers Globally?
Over the years, we have built a highly engaged ecosystem of distributors, resellers, VARs and service provider partners – all of whom play an essential role in helping us to expand our footprint globally. We operate a multi-tiered partner program (Platinum, Gold and Silver levels) with incentives to reward engagement and sales performance – plus special promotions on selected devices. With our focus on local management, we can support our partners beyond the traditional role of a manufacturer. We are there to assist with everything from simple advice to complex support for large-scale projects.
We’ve also recently introduced a faster, more efficient rebate process for our reseller partners. In addition, we have an online partner portal, through which our partners can access different online trainings and technical support to sharpen their sales skills. And with teams on the ground in key markets, we can offer localised support to our partners and customers.
What Are The Biggest Challenges You Have Faced In Recent Years, And The Lessons That Came From Them?
The UK’s ISDN Switch Off has accelerated the transition to modern telecoms, forcing businesses to fast-track infrastructure upgrades to meet the regulatory deadline. Many organisations – including healthcare providers and public services – still rely on ISDN lines for critical systems, such as alarms and PBX telephony. They are therefore making significant investments and facing operational disruption as they modernise their communications. For us, this creates both a challenge and an opportunity – organisations not only require new IP devices, but they need effective training and support to ensure a smooth transition.
In addition, the shift to working from home has significantly changed how people communicate. Many companies still rely on employees using personal devices when working remotely. This introduces risks and highlights the need for greater awareness.
This widespread use of mobile devices in business communications has presented significant challenges. While they initially appeared to be a convenient solution for remote workers, their limitations in audio quality, coverage and especially security slowly became apparent.
As a result, demand for our solutions is growing again – particularly in industries or work environments where mobiles are not the most reliable or appropriate option.
How Does Sustainability Form Part Of Snom’s Product Lifecycle And Company Strategy?
We design our products with sustainability in mind. Parts of our devices are made from recycled plastics. These devices have the same durability and performance that users expect from Snom devices, but with a smaller environmental footprint.
Products are also delivered to customers in packaging that uses recyclable materials such as paper, cardboard and pulp. In addition, Snom works with responsible telecoms partners, such as Green IP in the UK, who help to amplify its sustainability efforts.
Are There Any Exciting Innovations Or Technologies That You Are Working On?
Our focus is on refining and strengthening the product portfolio we currently offer –
meeting specific customer needs, improving usability and providing seamless integration for our customers and partners. At the same time, we’re continuously exploring new ideas and opportunities that can shape the next wave of innovation in business communications.
There are many issues currently influencing and changing our world – take AI, for example. Rather than rushing to design new products, we have long believed in taking the time to understand these new influences and how we can best integrate them to benefit our customers. Stay tuned!
Looking Ahead, What Trends Or Technologies Do You Believe Will Have The Biggest Impact On Business Communications?
AI is becoming increasingly embedded in business communication, turning traditional phones into smart devices that can be used in a variety of ways. For instance, AI-driven transcription tools can automatically convert phone conversations into a digital document. This can be uploaded to the company’s CRM and, in businesses such as call centres, ensures valuable customer insight is not lost. In high-volume call environments, AI can also quickly identify the reason for the call and direct it to the most appropriate employee or department – improving response times and service quality.
As AI adoption increases, so do governance and compliance requirements. Organisations must establish clear policies for the capture, storage and use of voice data. This will put IP telephony back in the spotlight. Modern IP phones offer rigorous security protocols, including central provisioning and device management, mutual authentication to prevent spoofing, regular firmware updates and encrypted signalling.
These features will ensure companies can make their communications smarter while still maintaining strict security and compliance standards. So the classic IP phone will not disappear, but instead its role will continue to change as it becomes an integral component of a UCC environment.
