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8x8 Demonstrates a Noticeable Shift in the Market

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November 05, 2012

8x8 Demonstrates a Noticeable Shift in the Market

By Susan J. Campbell, TMCnet Contributing Editor

Communications is one of the most vital tools for a company to drive revenue, yet it can still be one of the most expensive. This is especially true for the call center in operation today. In light of this, one call center and virtual call center solution company has found a way, it believes, for businesses to cut their communication expenses in half.

8x8 (News - Alert), Inc. is a cloud-based unified communications company which started in the home phone market, and within the last decade, has made the switch to a focus on business phones. With their average customers purchasing fourteen lines, profits have increased with the change, and the company believes they can now saturate the market like they have in the home phone sector.

In an interview on CNBC’s Mad Moneywith Jim Cramer, the company’s CEO and chairman, Brian Martin, said that since 8x8 is a technology company, they can position themselves well in the marketplace due to their access to patents. 

“The communication space, especially in voice is a patent minefield, there’s a lot of IP out there,” Martin said. “The fact that 8x8 has been a technology developer all these years and we have our own mini patent portfolio has enabled us to be defensive and sell patents to some of the players out there.” 

Enabling 8x8 to continue to expand their place in the market will be key, and so far with the changes they have made, the decision has been lucrative. Their focus on small to medium-sized businesses (SMBs) in the past has ultimately given the company access to an entirely different market, with big business offering a different concept in their phone service. 

“We’re not just the long distance provider,” said Martin, “we’re bringing in a turnkey solution. The phones, the service – we become your monthly long distance provider, and then we give you capabilities and features to attach yourself to your desk phone via a mobile device, iPad, Google (News - Alert) tablet, or whatever it may be so the capabilities go up while the price goes down,” he explains.

With this approach, 8x8 has been able to open up their clientele in sales by landing a contract with a customer selling up 1500 lines. The extensive call center capabilities of such a vendor offer significant opportunity for the company to further extend its footprint.

As a voice and video communications company, 8x8 does not provide data; their customers don’t need to purchase expensive phone equipment. 8x8 operates a nationwide call center in California to gain access to its small business customers, and the company believes this concept combined with working with its current industry partners will help continue and strengthen success.  

Taking the non-traditional approach to all aspects of the business has allowed the company to be in a place where growth is inevitable. Skeptics of their growth potential have inevitably been silenced seeing the demand in the market grow. 

Businesses will always be looking for ways to cut costs, as long as they can continue to reap the benefits of saving money and getting a service that they believe not only gets them the best bang for their buck, but also helps them be the best in their industry.

To learn more about 8x8’s renowned offerings, visit

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