“The Year of Monetizing Minutes Is Over”: Akixi on the Next Phase of Service Provider Differentiation, Podcast

Telecom Reseller / Technology Reseller News

“Gone are the days when service providers could differentiate on call minutes alone. Today, success depends on analytics, integrations, and delivering real-time value to customers.” — John Christian, Vice President of Marketing, Akixi

In this special podcast presented by TR Publications and the Cloud Communications Alliance (CCA), Technology Reseller News publisher Doug Green speaks with John Christian, Vice President of Marketing at Akixi, a CCA member and a leading provider of cloud-based value-added services for service providers.

Akixi helps service providers deepen customer engagement and generate new revenue through a robust suite of capabilities including advanced call analytics, CRM integration, and real-time call intelligence. The Akixi platform supports seamless provisioning across platforms like Microsoft Teams, Webex, and BroadWorks.

Migration and Market Forces

Christian highlights the accelerating shift away from legacy PBX platforms such as Avaya, Mitel, and CUCM—driven not only by end-of-life announcements and reduced vendor focus but also by the pull of modern cloud-based solutions. This dual push-pull dynamic is compelling more businesses to modernize their communications infrastructure.

Beyond the Seat and the Minute

While platforms like Microsoft Teams and Webex have captured collaboration and call control, Christian argues that native analytics capabilities often fall short. This opens an opportunity for service providers to differentiate with value-added services like real-time analytics, especially in regulated or high-demand environments such as healthcare.

“Real-time visibility into call behavior is no longer a luxury—it’s a competitive necessity,” Christian says, citing examples such as doctors’ offices that rely on precise call management for appointment scheduling and patient response.

Redefining Contact Center Needs

Christian notes a shift in how contact center functionality is being consumed. Instead of investing in large, complex platforms, organizations now seek modular, scalable features such as call recording and CRM integration—without needing hundreds of agents.

He explains that Akixi enables service providers to offer these components as standalone tools or bundled solutions, meeting the evolving needs of midsize and enterprise clients while maintaining a lighter implementation footprint.

Competitive Landscape

With the growing number of Microsoft-certified partners and Direct Routing providers, the market for Teams-based voice services has become saturated. Akixi enables service providers to stand out by layering critical customer experience tools onto their voice offerings—tools that directly support performance metrics, compliance, and operational efficiency.

“We’re empowering over 100 service providers to build differentiated solutions,” Christian says. “Those who succeed are the ones who go beyond the basics and meet their customers’ specific expectations.”

Learn More

For more information, visit akixi.com or connect with John Christian on LinkedIn.