Exclusive Interview with Lukas Hertig: Part 2
Part 2: Insights from an Experienced Software and SaaS Expert
After discussing his past experience in the IT and Cloud sectors, as well as his thoughts on the future of collaboration tools like IceWarp, our interview continued with Lukas’ views on AI, marketing strategies, and successful tech partnerships.
AI and User Data Security
The largest change to the industry in recent years has been the introduction and widespread use of artificial intelligence. While AI tools can be complete game-changers, they also present data security challenges yet unseen by most organizations.
We asked Lukas to share his insights on the current AI development within the industry and how corporations can effectively and ethically balance protecting user data.
“AI integration into collaboration platforms represents the most significant paradigm shift since the transition from on-premise to Cloud. However, it’s also creating unprecedented tension between productivity benefits and data sovereignty concerns.
The hyperscalers use customer content to train their AI, often without meaningful consent or control. As privacy requirements advance, this approach is both unethical and increasingly untenable. That’s why we opted for an entirely different method at IceWarp.
We call it “Sovereign AI”. Its architecture allows organizations to leverage their own AI credentials and private models while maintaining complete control over their data. The AI capabilities are integrated into the collaboration experience, but without the privacy compromises inherent in hyperscaler implementations.”
3 Tenets of Ethical AI
The concept for an AI model that enhances how IceWarp’s collaboration tools function without training on user data sounds like the perfect solution, however, all good ideas must be founded in real-world applicability.
That’s why Lukas was also sure to describe the “3 parallel initiatives” implemented in IceWarp’s AI integration.
“Step 1. We started by developing native AI capabilities for everyday productivity tasks, such as email summarization, meeting transcription, and content creation.
Step 2. We then created flexible integration frameworks that allow customers to use their preferred AI providers and models.
Step 3. And finally, we’re continuously building and updating our robust governance controls that ensure our AI usage complies with all organizational policies and regulatory requirements.
In summary, this approach represents a transformative opportunity for service providers. Rather than watching the AI revolution pass them by, IceWarp partners can deliver advanced AI-enabled collaboration experiences while maintaining their commitment to customer data sovereignty and privacy.”
Impactful Marketing from Service Providers
Shifting gears, our interview next looked to Lukas’ expertise in IT marketing, particularly for ISPs and MSPs. When asked what strategies he would recommend for them to effectively market and implement IceWarp’s solutions to their clients, he replied with the following.
“The best way for service providers to leverage IceWarp is to position themselves as strategic advisors solving business challenges rather than commodity vendors selling licenses. This is a distinction that all providers should make, regardless of their product. It’s a fundamental shift in the old go-to-market approach.
And in the unique case for IceWarp ISPs, they should start by identifying specific industry verticals where data sovereignty, compliance, and customization are critical requirements, since IceWarp excels in these fields.
Another significant positive they should emphasize is IceWarp’s cost predictability and control benefits compared to hyperscalers’ complex licensing and unexpected storage charges. You can expect impactful results when highlighting multi-year TCO models that demonstrate the substantial savings of an IceWarp-based solution compared to alternatives like Microsoft and Google.”
Cultivating Successful Partnerships
And last but not least, we closed our exclusive interview with software and SaaS expert Lukas Hertig’s philosophy on partnerships and his future outlook.
“One of the most important lessons I’ve learned about fostering rewarding partnerships between software providers and service providers is that most successful tech partnerships transcend transactional relationships to become genuine growth accelerators for both parties. And there are five basic principles to achieve this.
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Business model alignment is a non-negotiable. A vendor’s strategy can’t compete with its partners; you have to avoid conflict and, instead, promote a partner-first approach.
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Margin structures must support sustainable partner businesses. Hyperscalers’ 4-8% commissions guarantee their partners’ eventual disintermediation, while 15-30% margins allow the same partners to build viable, long-term businesses.
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Partner control and differentiation capabilities. Partners can create unique value propositions with crucial features like white-labeling customization and deployment flexibility.
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Centralize all enablement resources in a streamlined experience. Give partners comprehensive but accessible documentation to effectively represent complex platforms.
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Mutual success requires genuine transparency. Implement principles like structured business reviews, clear KPIs, and open feedback channels.”
A New Industry Standard
That concludes our insightful interview with industry expert Lukas Hertig. And we at IceWarp feel especially grateful to have not only peered behind the curtain of his methods and ideas but also feel secure knowing these key principles are currently being deployed at IceWarp and for all its service provider partners.
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