While headsets are still perceived by some as a tool primarily for the receptionist or call centre agent, the overall demand for headsets is growing quickly as their use and application in business environments diversifies.

Headsets represent a burgeoning market for comms resellers as organisations begin to roll out audio devices to a broad range of job functions, with the main objective focused on driving maximum productivity for the individual user. Karsten H. Pedersen, Managing Director, GN Netcom, noted: "Dealers now have an expanding market opportunity to sell a wider variety of devices that will drive profit margins, from the more cost effective corded solutions to sophisticated wireless solutions."

The end user audio device is growing in importance from both a business point of view and from an individual perspective, believes Pedersen. He points out that businesses want efficient devices to maximise the benefits of their UC or telephony investment, driving increased productivity and cost savings through robust build quality. On the other hand, users are seeking a device that works within their increasingly dynamic workplace environment, where the emphasis could be on portability, multi-function, wireless or simply comfortable products. "These demands are almost certainly being driven by the increasing adoption of UC and more virtual workforces, and as the market diversifies, choice is becoming ever more critical to the business," he said.

Jabra's portfolio is developing in line with the changing working environment, and according to Pedersen this offers increased opportunities for partners to sell headsets and much more. "Over the last 18 months, choice has been key to the development of the Jabra portfolio as the headset market expands, ensuring our partner dealers can always offer the right product to their customers," he added. "Programmes such as our JUMP initiative are also proving critical in enabling end users to identify the best device for their user requirement, in turn helping partners to close the sale."

Pedersen has noticed an increase from dealers in their desire to sell headsets as an addition to the communications portfolio, in particular from the IT-centric channel. "As a result, we have strengthened our sales team to ensure we provide the correct resources to both the channel and end customer marketplace, particularly when it comes to the growing opportunity within UC," he stated. "It is clear that a focus on headsets within a partner business can offer significant gains if approached correctly. Increased business tends to occur when headsets or audio devices are seeded with the customer at an early stage, promoting the chances of a specific audio device budget being allocated. This provides an opportunity for dealers to sell multiple products with several price points."

UC is undoubtedly driving demand for audio devices, including headsets. Jabra has seen significant increases in sales of USB devices as a result of this market opportunity, which spans from mid-market up to large corporate accounts, according to Pedersen. The role of the headset within the SME is still focused on users with heavy phone usage. However, as organisations seek to reduce costs they are diversifying their workforce to reduce real estate costs, and headsets can play a critical part in ensuring quality of service is not compromised. Pedersen noted that Jabra headsets are also increasingly being used by home workers or ‘out of hours' workers to provide continuity of service.

"Jabra works closely with a wide variety of partners in the UK and Ireland to fully take advantage of the expanding market landscape," he commented. "To be successful in selling headsets it's important that resellers understand the opportunity the devices can offer businesses, and that they are committed to working together with manufacturers to grow this opportunity. In the last 12 months we have seen key partners significantly grow their business as a result of integrating headsets into their general sales approach. Our UC partners have increased their revenues with audio devices, and with minimal training our headsets have provided a great opportunity to add an additional revenue stream to their business."

Audio devices also function as a tool to drive loyalty from end customers, Pedersen claims. "A quality device can make a significant difference to the quality of the communications experience, and this in turn provides the customer with confidence in the partner and the overall solution," he commented. "An easy way to make incremental revenue is to improve the attachment rate of headsets to the telephony or UC sale. Partners can choose to add headsets into a maintenance or finance deal, making them an ‘opt out' option rather than ‘opt in'.