Optimum Lightpath to Turn Up First Business Hosted VoIP Customer April 1

Optimum Lightpath is going live with hosted IP telephony services on April 1, a source says. Optimum will not sell to customers with fewer than 35 seats to support, as sister company CableVision Systems will be handling business customers up to about that range. The company is taking a really smart approach to pricing and packaging.

It has worked out agreements with one or more value-added resellers in its market to provide local area network assessments and remediation, installation and other support services. But those agreements are structured in a way that Optimum Lightpath can price its services on a really-simple per-seat-per month price, including any necessary LAN remediation. The whole idea is to simply pricing so that a 50-seat, 75-seat, 125-seat or perhaps 300 seats, for example, service can be sold at one uniform price, anywhere, anytime, without having to custom source assessment and remediation services every single time a new customer is to be added.

Think about that entails: VAR partners essentially have to agree, in advance, to a flat-fee payment for assessment or remediation services. In some cases, the partner will reap huge margin, because a given customer network is rock solid for voice. In other cases, the partner might actually lose money on a given job, because lots of work must be done to ready the LAN for voice services (essentially, creating a new voice virtual LAN). The idea is that, over a year's time, margins are healthy enough for a VAR to undertake the work on a flat-fee basis.

The hope that Optimum Lightpath is going to have robust sales obviously is enough of a carrot to entice one or more VAR partners to take the deal. For Optimum Lightpath, the advantages are equally great. It creates a simple and uniform per-set pricing model that is repeatable. It eliminates the extra charges that otherwise might be necessary if LAN assessments and remediation, installation and configuration, customer premises qualification and selection are "extra."

One would think Optimum Lightpath is going to do quite well with this sort of approach. Though some other providers also price per-seat, per-month, those prices do not typically include the virtual guarantee that customers "don't have worry about whether your LAN is ready now," how to source installation and configuration services, or the chores of figuring out which phones actually work with the hosted service.

Though supporting a service all the way to the desktop would not have been Lightpath's first choice, it seems to have realized that its "go to market" strategy must include lots of service elements and support that go beyond the router, if a hosted, business IP telephony service is to address key buyer concerns about simplicity and clarity of total costs. This is a big deal.