It is happening in industries across the globe. We used to revel in the money saved by large corporation’s economies of scale, but now everyone from the SME business owner to the average retail shopper wants the specialist version—the exact right product, for them. One may think that the larger utilities may be an exception to this—things like telecoms for example, things that historically there was only one major player, or very little difference between the few that did exist. But the telecommunications industry is going niche too, and businesses are benefiting. Instead of telephone systems, and on-site PBX’s, businesses are opting for modern Unified Communications as a Service Providers—providers that can offer more than a telephony service, and instead introduce communications solutions that transform an organisation’s sales, service and operational functioning. The communications solutions include telephony, but they also include integrating it into the core applications of the business—from CRM to Order Management, as well as other mediums of communication such as chat, browsers, mobiles, and more.