Rainbow Telecom is to adopt a dual go-to-market strategy following its acquisition of Essex-based AV specialist Charm Office Solutions.
Rainbow MD Dave Corgat (pictured) said: "The acquisition is an early tactical move that supports a new strategy to run alongside all our existing hosted services."
Charm specialises in video and online conferencing solutions as well as meeting room design and AV installation and maintenance.
Rainbow's sales have swung sharply towards hosted with 80% of all products sold being cloud-based. "We believe that video conferencing will be best sold as an application," added Corgat.
Charm MD Rod O'Brien added: "This exciting new phase in hosted services requires a greater reach than Charm can achieve, but working alongside Rainbow enables us to add a portfolio of hosted services and to leverage its expertise in this market."