Interesting go to market strategy – Microsoft Response Point

The recent announcement of the Aastralink RP system from Aastra had me feverishly searching the internet for more RP based OEM type offerings. Being that it is 2:30 AM eastern and I for some reason am still reading about the application and its various features and I came across something that was a bit freakish.

Phone systems at Cosco
http://www.microsoft.com/responsepoint/costcopromotion.aspx

Interesting to say the least… I am beginning to wonder just how easy this thing is and if all PBX vendors are headed down the road of zero value add. I am also curious why vendors are anxious to jump on the band wagon. Are they not potentially phasing them selves out? is there not the possibility that by promoting the response point brand that they are helping to reinforce the concept that they too are no longer needed?

I’ll need to start watching this a bit more closely…