Lars Nordhild Rønning is General Manager of RingCentral in the UK and EMEA. It is Lars' responsibility to build and expand RingCentral's business  within the EMEA via a comprehensive multi-channel sales and marketing strategy, involving Value Added Resellers, strategic carrier partners and direct sales.

Lars discusses the do's and don'ts of choosing a cloud-based business phone provider.

Cloud-based communications solutions continue to be a growing trend in the business world and are on their way to becoming the norm, not only for large corporations but also for small businesses with big communications needs. In today's high-pressure world, a phone system is a lifeline to customers, suppliers and colleagues. Like their larger competitors, small businesses need a professional phone system that's reliable, flexible and scalable. However, they also need it to be more affordable and easier to setup and manage without having an IT department.

A cloud-based phone system can deliver a significant ROI for a small business by improving efficiency and productivity as well as reducing costs. While many people are familiar with consumer types of VoIP services such as Skype and Google Voice, many business owners don't understand the benefits and what to look for when choosing a complete cloud phone system. Here's a list of do's and don'ts when evaluating solutions:

Do's

1.    Internally review your operations. Before you even begin to research providers, internally evaluate your company's needs and the features you must have in a business phone system. Include a wish list of features that would enhance your operations further. To help with this, do an internal tally of how many in-office, mobile and remote employees you have.  Also look at whether or not they use their own mobile devices for work. It's also good to look at your customer base and see how they prefer to communicate with your business. For example, are they younger and do they prefer text messaging to making a phone call or e-mail? This is all good to information that will help you find the right fit.

2.    Research. There are many providers out there - from well-known brands that have incorporated cloud-based phone systems into their existing hardware-based phone systems to new, cloud-only companies. During the research phase, identify needs, determine requirements, and ask important questions - can the system easily scale as you grow? How much does it cost in an initial investment? Is the system easy to manage so that you don't need IT skills or an IT department? Do they have 24/7 technical support? Etc.

3.    Look for all-inclusive monthly costs, full range of features. Your monthly costs for a cloud-based phone system should be comprehensive - unlimited calling and faxing and all the functionality expected from a business phone system for both in-office as well as mobile and remote employees. These features include integration with mobile devices and desk phones, auto-receptionist, multiple extensions, inter-departmental calling, on-hold music, etc.

Don'ts

1.    Don't blindly choose the big brand-name provider. Outsourcing any vital business service ultimately comes down to forming a trust relationship, which is why many small businesses find it reassuring to choose a large, well-established vendor. But many discover - some, unfortunately, too late - that brand-name vendors are not at the cutting edge of innovation when it comes to cloud business communications. They also tend to provide impersonal, inflexible and one-size-fits-all products and services at a high price point. For small businesses, this could be a costly mistake equivalent to a loss of tens of thousands of dollars.

2.    Don't think of mobile devices as an after thought. Most businesses today have mobile and remote employees that work just about anywhere. They carry their smartphones and tablets in their handbags and pockets and use them multiple times a day. And they often use them for business even though they must reveal their personal mobile identity to customers and colleagues. Be sure to choose a provider that makes mobile devices integral to a cloud phone system so that you can empower employees to use their mobile devices for work without compromising your company's brand and professionalism.

3.    Don't think that you need three business contact numbers. The typical employee's business card has three different contact numbers for the desk phone, mobile device and fax machine. This makes it complicated for customers to get in touch with employees. It can also make a business look unprofessional. If employees are using their personal mobile numbers for work. Look for a provider that lets employees use one business number on any device - desk phones, mobile devices, PC - for all forms of communication such as voice, fax and even text messaging. This means that your business cards can have just one number listed in addition to e-mail.

For more information visit www.ringcentral.co.uk

Lars Nordhild Rønning, General Manager of RingCentral in the UK and EMEA