Let’s face it, the telephone is considered by most business owners as one of the most vital utilities used in the running of their business. The mission critical nature of this service prompts most business decision makers to choose what they perceive as “the safe choice” – one of the large phone companies such as Telstra or Optus. Their reasoning often goes something like this – I know I am not going to get the best possible pricing and I know dealing with them is going to be painful but at least they’re a large company and I have a reasonable expectation that they won’t go out of business and that nothing will go terribly wrong by choosing them.

This reasoning is pretty close to the truth. Choosing one of the large carriers for your business telecommunications will rarely end in disaster. However let’s look at this in a bit more detail.

Large companies in most industries do one thing very well. They create average products for average people and sell them in large volumes using mass marketing and mass media. As mentioned in the previous paragraph you’ll rarely have major problems with an average product or service sold by a large company. By design they are created to work acceptably for the vast majority of customers. However another thing about large companies is they are very slow to respond to new technologies and trends. Like a huge semi-trailer barrelling down a highway at 100km per hour, it takes them a lot of time and effort to significantly change course. In a large corporation, making the changes to existing product lines or business processes in order to respond to new technologies is extremely difficult, if not impossible.

Here’s where the smaller, more nimble operator comes in. They can respond to new technologies and trends quickly and offer innovative products and services that large companies simply can’t offer. The smaller operator can also offer a level of service and customisation that is simply not available from a large company. In the telecommunications industry for example, there have been huge innovations and changes in technology over the past few years. Yet the large phone companies are still selling the same tired old services they’ve been selling for decades.

For the small business owner this is hugely important because some of the new services and technologies available now from phone companies such as Voxcom can give your business a huge competitive advantage. Services such as Voice over Private IP (VoPIP), Video Conferencing, Unified Messaging, Voice Broadcasting, eFax and Fax Broadcasting are not available from the large phone companies.

Yet it’s these types of new services and technologies that can help your business be more efficient, cut costs and sky-rocket your marketing. So if your business is missing out on this, it might be worth re-evaluating how safe “the safe choice” really is. Consider what the opportunity cost is to your business of not using these types of technologies and services.