Sweden’s largest Apple reseller launches cloud PBX ‘Macforum Iris’
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Since its launch in 2021, Telness Tech has announced several partnerships and the last to go live on the company’s cloud-based platform is Apple reseller Macforum.
Macforum has stores and offices all over Sweden and employs over 100 people. In 2021 the company decided to expand its product offering towards their SME customers with a flexible and user-friendly cloud PBX service - Iris.
Martin Barregård, CEO Macforum said: “The launch of Iris is a natural choice linked to our mission "Live a simple life". Communication is an important part of our lives, both privately and at work, and it feels like a given for us to offer a service that simplifies everyday life for business owners and their employees”.
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Sara Rasmussen, CCO of Telness Tech, comments: “Macforum is a partner that shares our values around offering simple and user-friendly solutions tailored to the end users’ needs. Simplicity and flexibility are key for Macforum and we quickly realized that by working together, we could offer a great solution to the market in record speed”.
We spoke with Macforum's CEO, Martin Barregård, to understand their investment in communications and the importance of the right partnership.
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Why did you choose Telness Tech as a partner?
“For Macforum, it was crucial to choose a partner who is forward-thinking in their way of working and that remains at the forefront when it comes to communication technology.
“ We are confident in the people behind the platform and the commercial opportunities in the business model we have agreed on.
“Telness Tech has supported us in the best possible way and we look forward to a successful collaboration”.
Why is Macforum investing in communications?
“The launch of Iris is a natural choice linked to our mission "Live a simple life". Communication is an important part of our lives, both privately and at work, and it makes perfect sense for us to be able to offer a service that simplifies everyday life in the company in regards to communication”.
Why launch it under your own brand?
“By launching the service in Macforum's brand, we can ensure both function and quality for our customers, which is very important to us as a company. Macforum has high standards - so owning our own format and working closely with the solution provider allows us to constantly improve and develop the service according to our standards.
How does Iris complement Macforum's other offerings?
“Iris is an important piece of the puzzle for us in being a significant partner for our customers in everything they do, right through to their work tools. Iris is an ultimate companion for a company that rents units from us and needs a PBX solution. Iris is also operator-independent, which means that you can connect existing company mobile subscriptions to the service. Our business advisors can also help you find a favourable solution for your company”.
What has the journey looked like up until the launch of Iris?
“We started by analyzing our customers' needs. We quickly identified that there was a need for simple, predictable and transparently priced services, without a lock-in period, so that the flexibility of the company can be maintained without unnecessary expenses. After much discussion and analysis of the management organization, we set up a team to search for a partner who could technically meet our requirements as a supplier, and the needs of our customers.
“When we connected with the people at Telness Tech and specifically their commercial team, we curated a scenario for future growth. From the first dialogue through to POC, the time was short. Our organisation is fast and agile which has been a great advantage.
“The whole process from identifying the need to roll out, through to the creation and completion of the service (Iris) took us less than a year. Having Iris and being independent means we have complete freedom throughout the development journey”.
Why are you offering a cloud PBX solution without lock in periods?
“Macforum's customers must have the freedom to choose and adapt their PBX according to their specific needs and conditions. We always want our customers to critically examine us in order to earn their trust as an IT supplier. If we do not deliver as expected, you as a customer should be able to feel secure enough to choose another partner.”.
Why is it important for Macforum to offer an operator independent PBX?
“We respect that each customer is unique. You may have made a decision regarding the mobile operator for various reasons and feel satisfied with your choice. This should not be an obstacle to using Iris. If you have a fixed agreement with an operator that you are happy with, you can easily join the service regardless and get started immediately, which gives another dimension of freedom and flexibility”.
Why did you choose to release Iris for Windows and Android as well?
“Macforum generally works a lot with Apple and their solutions and products. We are experts in Apple's platform in general, but we also possess deep knowledge when it comes to mixed environments, which is common in most industries. For us, it makes sense to be able to offer Iris to everyone, regardless of which platform our customers have chosen and work in”.
How is Macforum Iris different from competitors?
“Being able to offer an operator-independent PBX solution that is easy to understand and administer, is an incredible strength. This in combination with a clear price picture where you know exactly what you get and at what cost each month. This makes Iris a solution that suits most companies and industries”.
What does the future hold for Iris?
“We’re always developing and listening to our customers' different views and issues. This means that we’re constantly adapting and adding new features to the service together with Telness Tech.
For more information, please contact:
Sara Rasmussen, CCO Telness Tech, sara@telnesstech.com