Ann: Enterprise Strategy Update and Investor Presentation-NOR.AX, page-6

I think you sum the entire problem with the business model up very well @japanfresh

Lots of ideas, lots of products but they are up against dozens of providers each with more experience, money, customers and existing products to cross-sell from.

As you note the basics, presence, video and the multitude of other collaboration tools mean that if you are going to migrate to an enterprise UCaaS you will likely go for something with the whole shebang - not a little mob who currently allow calls, maybe one-day messaging via SMS and perhaps even a Wifi Suite at some point.

Most other providers are also offering subscription models as well and integrate heavily with other systems, whether PABX's existing telephony infrastructure of software suites and identity management systems running in most organisations.

The USP .. I still haven't seen it articulated. Or perhaps im missing something really obvious