Are communications moving to the cloud? Aretta Communications believes this is the case and as a newer company to this space enjoying widespread success, they are in a position to know what is coming.

To get a better idea of what the company has to offer and how Aretta (News - Alert) Communications plans to embrace 2011, TMCnet sat down with Mark Fribush, president of Aretta Communication, for a conversation captured in this video.

Aretta Communications (News - Alert) is rather new to industry and this was their first ITEXPO. The company offers a unique advanced communications offering through integrate technologies for SMBs, specifically cloud PBX (News - Alert).

Their differentiation in the market is their unique approach in Linux server virtualization that is built like a condominium type model. As a result, when combined with SIP and pre-configured phones, they can deliver a great cost advantage to customers.

Aretta Communications offers a hosted Asterisk (News - Alert) solution that has been very successful. Resellers came to them asking to take offering and brand as their own. So many asked that they rolled out a white label offering so resellers can re-brand it as their own. The solution is a wholesale purchase, but offered as the reseller solution.

When asked about big trends in virtualization and cloud computing changes in 2011, Fribush noted that there has been a consolidation in virtualization space, but a lot around server and desktop space. Now, we are more likely to see a lot of the communications get virtualized. Aretta plans to pioneer in this space as they can offer a superior solution to customers with lower cost.

As for what they hoped to accomplish at ITEXPO (News - Alert): Fribush said, “We’ve been under the radar for the last couple of years…we know want to showcase what we have to offer.” To do so, the company demonstrated how you can have a fully launched cloud PBX within minutes.