If you serve business customers you should consider offering managed LAN service. This is a service where you manage your customer’s LANs for them. The service has been around for years and was often provided by local IT companies. But as LECs, CLECs and cable companies have become more data-centric and are delivering Ethernet to businesses, the line between wireline provider and IT provider has blurred.
Customers want managed LAN for a number of reasons:
- Eliminates staff and costs. With managed LAN a business would no longer need a dedicated IT person on staff. Before my own business went virtual we had a staff of about 15 in our office and we needed a full-time IT person to support us. This was an expensive overhead that I finally avoided by going virtual, but that many businesses still incur. Some businesses have solved this by hiring part-time IT help, but that is still more expensive than a managed LAN service.
- Saves on Investment. The servers and software to support a LAN are costly. In our industry we are already familiar with helping customers made decisions about buying PBXs versus lines and this is the same sort of decision for a business.
- Takes Away from the Core Focus. Businesses should focus on what they do best and not become IT shops.
- Trusted Vendor. Many businesses prefer to work with somebody they know and trust. There are numerous online data centers and vendors promoting things like Managed LAN and IP Centrex, but most businesses will not trust their data and communications needs to an anonymous company in the cloud. Many businesses also prefer their data being stored somewhere locally and not in a faraway state.
The decision to offer Managed LAN Service should be driven by your philosophy as a carrier. I have talked in other blogs about the choice that you have to either be a dumb pipe provider or a full service provider. If you want to be a full-service provider, then helping your business customers with their data needs is probably a better long-term strategy than helping them with their voice needs. Many businesses are now totally reliant upon their data and as a full-service provider you can assure them that their data is secure, stored redundantly and accessible where and how they need it.
There are several ways that you can offer the service:
- Operate the Customer’s LAN Remotely. This is the traditional model that has been used by local IT shops. Normally the customer is still expected to own the equipment and software and the service provider just takes care of the LAN remotely. The problem with this approach is that the customer doesn’t save money on equipment, and you are going to have to visit the customer’s location from time to time, adding to your cost, and the price you must charge. One option is for you to own the LAN, but that still has you buying one device for one customer which is not any more cost efficient than the customer buying it directly.
- Put the LAN in your Hub. The most competitive scenario is for you to put the needed LAN in your own central office or headend. This allows you to buy servers and storage devices that can serve multiple customers, thus allowing for a savings on hardware and software. It also allows you to run all of your managed LAN customers with the same underlying hardware and software, making it easier to operate and troubleshoot. And if you are also the one supplying the data pipe to the business you control the customer’s data from end to end.
- Outsource to a Data Center. If you only have a few businesses that want this service, or if you don’t have the expertise to do this, you can buy these services on a wholesale basis. There are numerous data centers around the country that offer these services and you can repackage this and still make a profit.
Selling Managed LAN opens up the door for a host of other services. A very popular service is redundant data back-up, and you will need to establish a second storage hub or else work with a data center to back up data you store at your location. You will also find that businesses that use you for Managed LAN will look to you for all of their IT advice and will ask for your help to buy and repair computers, implement custom solutions like transparent LAN or video conferencing, etc. So this business line will create an opportunity to sell your technician time on an hourly basis.
The main advantage of this business line for both you and your customers is that you can provide them with a unified solution to all of their data needs. If they use you for Ethernet and voice and somebody else to manage their LAN then they are not getting the ideal data network with seamless integration of voice and data. We always talk about customer stickiness in the industry and I think this is the best ‘stickiness’ product you can offer.