“Some knew our voice offers, others knew our data offers, and by nature of all of these [acquisitions], we had lost our identity a bit along the way, so it was a perfect time to kind of say, ‘Let’s get one brand to this business, and then let’s make it really clear to make it easy for [partners and customers] to understand us and what we do,’“ BCM One CEO Sandy Preizler tells CRN.
BCM One, a provider of business voice and collaboration services, is rebranding its enterprise-focused business unit to Pure IP, borrowing the name from an acquisition the company made in 2023.
The rebrand aims to streamline messaging and enhance partner and customer engagement, Sandy Preizler, BCM One’s CEO since June, told CRN ahead of the launch of Pure IP on Thursday.
BCM One in 2023 acquired U.K.-based voice specialist Pure IP to expand BCM One’s communications portfolio into 47 countries. BCM One has completed a whopping nine acquisitions in the last six years, Preizler said.
[Related: MSP BCM One Hires New CEO To Scale Its Communications Business]
BCM One has a global communication and management services platform across three segments — Skyswitch, the company’s white label business unit, and its e-commerce unit that includes its Siptrunk, Sip.us and Flowroute businesses for small and midsized companies. Now, Pure IP, which was previously known simply as BCM One, houses the company’s enterprise-grade voice offerings that power popular tools such as Zoom, Microsoft Teams and Cisco Webex; managed network services, including LAN and WAN offerings, and the company’s contact center integrations with some of the leading CCaaS providers such as Genesys and NiCE.
BCM One will serve as the parent company for its family of brands, the company said.
Upon joining the company last year as CEO, the feedback that Preizler (pictured above) received from customers and partners was that many didn’t have an understanding of everything that BCM One was offering, especially on the integration side. The rebrand, he said, is aimed at clearing up that message.
“Some knew our voice offers, others knew our data offers, and by nature of all of these [acquisitions], we had lost our identity a bit along the way, so it was a perfect time to kind of say: ‘Let’s get one brand to this business, and then let’s make it really clear to make it easy for [partners and customers] to understand us and what we do,’“ he said.
Adnon Dow, BCM One’s chief strategy officer since August who oversees product management from all three of BCM One’s business segments, emphasized the importance of flexibility, simplicity and outcome-based services for partners.
Many partners are still in the midst of helping their end customers migrate from premise-based to cloud-based voice offerings, Dow said.
“This rebranding to me is not about changing direction. It’s not a revolution. It’s an evolution of what we’ve done. It’s really about making our direction explicit, both to our partners and to the market, by meeting them where they are and not causing them to come over to us in a particular platform or a particular communications capability,” he said. “We want to help [enterprises] actually buy, deploy and implement the communications platforms where they are today and on their own terms and where they want to go.”
BCM One IQ
Alongside the rebrand, BCM One is rolling out IQ, a unified platform that sits above the company’s unified integrations that can be used for provisioning voice and connectivity services. End customers and partners can use IQ to activate, orchestrate, customize, control, and manage all aspects of their services, including connections, numbers, analytics, insights, service and support, according to the New York City-based company.
The initial rollout of the IQ platform, which will serve as the new “front end” of the Pure IP segment, is geared toward Pure IP customers in mid-to-enterprise businesses globally, BCM One said.
“We believe [IQ] is a force multiplier that provides higher margin because [partners] are able to deliver stickier customer relationships and experiences that allows you to do many things, with much more flexibility and ease and automation than before. It’s about really architecting outcomes,” Dow said.
BCM One goes to market through the channel and has about 3,500 channel partners and more than 140,000 UC end users. About 20 percent of the company’s revenue is international, according to Preizler.
