At Viirtue Connect in Nashville, John Christian, Vice President of Marketing at Akixi, joined Doug Green, Publisher of Technology Reseller News, to discuss how Akixi is helping MSPs and telecom providers stand out in an increasingly commoditized communications market.

Akixi delivers value-added analytics, CRM integration, and call recording solutions that enhance cloud-based telephony and UCaaS platforms. “We exist to help our partners solve business problems—whether that’s missed revenue, productivity challenges, or customer experience gaps,” Christian explained. “In a world where everyone is selling the same call control, Akixi helps service providers differentiate.”

A channel-only company, Akixi focuses on scalability, ease of provisioning, and simple billing—making it easier for MSPs and service providers to package and deliver advanced reporting and analytics alongside their UC offerings. Christian noted that some partners now lead with Akixi when selling their communications platforms because the real-time call analytics and visualization tools deliver immediate value to business customers.

During the discussion, Christian highlighted a growing industry trend: specialization. “The MSPs that are succeeding are those who understand their customers’ specific challenges—whether in healthcare, recruitment, or retail—and build tailored solutions around those needs,” he said. “Specialization builds trust and reduces perceived risk for customers transitioning away from legacy systems.”

As MSPs look ahead, Christian believes differentiation will come from layering insights, integration, and intelligence on top of standard UCaaS platforms. “We help our partners move beyond selling technology to delivering outcomes—and that’s where the real opportunity lies.”

To learn more about Akixi, visit www.akixi.com.