Business-phone-system maker Fonality says it’s in the process of creating the industry’s first phone system that unifies telephony and customer relationship management (CRM) for small and medium-sized businesses (SMBs).
As part of the initiative, the company bought Insightful Solutions Pty Ltd., a hosted CRM solution provider and a SugarCRM Gold partner for the Australia, New Zealand and Asia Pacific regions. No financial details were disclosed.
During the past two years, Insightful has made substantial enhancements to SugarCRM’s Sugar Professional product and hosts more than 1,000 seats in 13 countries at the company’s three global data centers. By combining Insightful’s CRM expertise with Fonality’s telephony suite, Fonality says small businesses will have “an affordable solution that unifies employees with presence management, instant messaging, fixed and mobile calling, and provides a single 360-degree view of customers and business partners.”
“Our hybrid-hosted platform is a powerful framework for delivering integrated applications directly to the SMB with no investment in premise equipment required,” said Chris Lyman, Fonality’s CEO. “Telephony and CRM have a naturally concentric relationship, so this is a good place to leverage hybrid-hosted and we are thrilled that the great folks at Insightful have joined forces with us to accelerate our unified offering to the global SMB marketplace.”
As part of the deal, Fonality also will begin selling Insightful’s CRM managed-service offering immediately. Called FonalityCRM, it integrates Sugar Professional with Fonality’s PBXtra (TelecomWeb news break, Sept. 24) and trixbox Pro IP-PBX applications. FonalityCRM provides click-to-call dialing, agent screen pops, telephone campaign management for outbound sales teams, and more. It is hosted at one of the six Fonality data centers and available immediately to PBXtra and trixbox Pro customers worldwide.
The underlying FonalityCRM managed-service platform was developed by Insightful to provide an on-demand offering that is updated, maintained, backed-up and always available. Fonality will leverage Insightful’s knowledge and experience supporting Sugar Professional deployments as well as its own support infrastructure. Marc Englaro, co-founder and CEO of Insightful, is now general manager of Fonality’s CRM Division, and all employees will continue to work for Fonality. The Insightful offices in Australia, New Zealand and Singapore will remain open.