One of the ways to stand out from the Duopoly is to provide security for your customers. Sonic.net has been praised for being a Privacy Advocate for their customers.
Your customers hear about how privacy on the Internet is gone. Help them make decisions about where their data can be safe-guarded, like with this chart from the EFF on encryption of Big Name cloud players.
What do customers want? You would think the best price, but that isn't true. All the research shows that price is the determining factor IF and only if the prospects can't tell the difference between vendors. The three factors that customers want from a vendor are:
Bring New Perspectives and Ideas.
Be Willing to Collaborate.
Confidence that you CAN deliver on promises and deploy the benefits. BTW, in Cloud Comm, we see customers who don't benefit much from the Broadsoft deployment move to another vendor upon contract completion.