Specialist JSE-listed business communication strategies player, TeleMasters, recently announced an evolved strategic direction and approach to the business communications market.

TeleMasters has significantly exceeded estimated growth figures in the six months since it listed on the JSE Limited, most recently declaring a net profit return 38,95% higher than forecast. The company has been operating in the South African telecoms sector for the last decade, and has accumulated over 2 500 clients through a mix of cellular Least Cost Routing (LCR) and general telecommunications consulting services.
“One of the key's to TeleMasters success has been our ability to offer a savings guarantee,” says Mario Pretorius, TeleMasters MD. “To be able to guarantee cost savings is a significant differentiator in the communications environment, one which has been particularly well received by corporate clients. The market continues, however, to evolve and we have further developed our savings guarantee mind-set to ensure our growth remains sustainable and dynamic looking forward.”
TeleMasters will increasingly be focusing on the development of Business Communication Strategies in partnership with client companies. Its historical LCR focus will fall within the ambit of the company's ability to drive the full audit and re-design of its client's telecommunications strategies – the end result still being guaranteed cost savings.
“Our approach is to partner with companies to fully unpack their existing infrastructure and system design, and then create a path forward that ensures their business communication strategy is 100% aligned to delivery on their over-arching business strategy,” says Pretorius. “Once the telecommunications audit has been completed and the business strategy developed, TeleMasters will develop a specific 'prescription' for the company that selects the optimum service providers and networks for a particular strategy.”
A typical corporate telecommunications bill sees around 70% of cost going to cellular service providers – hence the compounding popularity of LCR solutions in the market. LCR is only one aspect of the wider business communications environment, however, and companies focusing solely on LCR cost reductions may still be missing significant opportunities to create a strong, long term foundation for future business growth.
“It's critical that companies realise that LCR is only one element of an effective Business Communication Strategy,” says Pretorius. “Organisations also have to take into account the personal use of company lines (some 40% of office calls are for non-business use), and must also consider which of all the possible technology options out there will best support their business structure and strategy.”
TeleMasters covers 25 different technologies when developing a new business communications strategy. This wide range of technology options must dovetail with the development of strategic human resources policies, another part of business that falls well outside of conventional LCR focus.
“Yes, you can put technological measures in place that stop staff making personal calls, but you also need to conduct education and awareness campaigns around telecommunications management within the organisation to ensure that behaviour change takes place on a strong foundation,” Pretorius concludes. ”Truly effective business communications strategies must effectively marry internal communications, business support and new business generation dimensions. Our new positioning is simply our way of expanding the full range of our expertise to formally incorporate these dimensions and make them available to the market.”