More of a specialty shop, not a one-size-fits-all RingCentral competitor. Targeting specific industries with use case specific solutions (ie. going after car dealerships with overhead paging, DECT wireless handsets, etc.) -- yes, they can get all this with RingCentral or 8x8 or anyone else -- but your positioning, marketing, and niche expertise is what will win the deal. Can also offer more of a white-glove service, on-site install, etc. that the big guys simply don't offer. You don't even need to have local presence - just find good folks on FieldNation that can perform the job and pay them for 3-4 hours of work. $500 to secure a $18K contract is a no-brainer.

Overall RingCentral and the other top-10 providers are shifting their focus away from SMBs to large enterprises. There is a big hole to fill. They are losing customers as fast as they gain new ones. This is a huge opportunity for smaller operators.

If you get just one 20-person office customer per week (or multiple small ones adding up to 20 users total), after 1 year you are at ~$22K MRC at standard prices. And this is the bare minimum that you will be getting with bare minimum effort... people don't realize how big the opportunity is in this double digit billion dollar market.