Meet Shaan Sood, Head of International Marketing at Communications Device Company: Sangoma

Sangoma is a global leading provider of Communications as a Service (CaaS), and a Unified Communications (UC) expert.

Established in 1984, and a one-stop shop for all UC-related technologies, Sangoma is one of the very few, if not only, communication vendors that develops its own products, and also owns its own intellectual property (IP). A champion of both the channel and customer experience, Sangoma has been recognised as a trusted leader in the communications industry and continues to offer a stable, global presence, future-forward vision, and diverse portfolio of solutions, services, and support.

What do you think makes Sangoma unique?

Owning our own IP, and having built our technology on an opensource platform, allows us to be fully flexible to our customers’ needs, and customise the UC stacks that we provide them with to best suit their demands.

With our platforms, our customers can even develop the platforms how they see fit, to address specific pain points that they are experiencing. This capability means we really set ourselves apart when it comes to the customer experience, and choice, that we provide – a key differentiator in this market.

How has the company evolved over the last couple of years?

We are quite unique in that the pandemic didn’t shake the business to its core, and see us have to make a raft of changes. Covid changed how markets operate, and changed customer behaviour in terms of the demands for excellent customer experience and customisation, but this has always been our offering, so we were already well positioned. We didn’t need to change our technologies or platforms in response to mass remote work either, as we were already providing extensive remote working capabilities.

But what the last couple of years have shown, and every company has had to react to this, is that customer experience has to be absolutely on point now. No longer are customers putting up with long call queue times because of Covid impacting staff levels. So while we’ve not had to evolve per se, we’ve had to ensure our technologies and service remains world-leading.

What can we hope to see from Sangoma in the future?

One of our key USPs is that we provide a one-stop shop for all things UC, but we will enhance this further in the near future, with an even wider feature and product set. We are also keen to make further acquisitions, after our recent acquisition of NetFortris.

Diversity is also a key consideration for us, and we are committed to ensuring that at every level of our organisation we are fully representative and inclusive.

As a channel champion for more than 20 years, we will continue to focus heavily on working with resellers, and ensuring we are the best channel partner possible, as well as developing our channel offering.

The sky is the limit for Sangoma.


Would you like to SEO or PR for your business? Contact us here for more information >>