VIEWPOINT
Twickenham Stadium April 1st & 2nd, 2009
www.comms-dealer.com
COMMENT
“Channel
NGN business
partners
need
to be
visible”
update:
DAVE CRUSE, CEO, CONJUNGO
The last few years have seen much talk
With 21st Century networks taking
regarding the rise of partner-to-partner
over from traditional fixed line
networks. The notion that specialist ICT
providers will form loose alliances to
infrastructures, the channel is set
help deliver a complex and beneficial
to see many changes in how it
solution to end customers is not a new
idea, but the concept of formalising and
and end user customers operate,
creating these relationships quickly and
writes Andy Hollingworth, Opal’s
based on bespoke situations is still rare.
Head of the Reseller Channel.
Andy Hollingworth
A number of vendors have started creating
the tools to build these partner-to-partner
networks including Microsoft and SAP. One
of the more advanced is IBM’s PartnerWorld A
wholesale change in approach and to be carried over a single interface, businesses
sales innovation will be required by can dramatically reduce communication
many channel partners in order to and infrastructure costs by avoiding duplicate
Industry Networks, a community-focused develop their businesses and grow. This must be network systems. This results in greater efficiency
P2P network initiative with a programmatic supported by training, information and support and better bandwidth utilisation. Furthermore,
approach aimed at building vertically- from operators. At the moment, it’s clear that the refined connection choices that NGNs
oriented partner communities. From a many are still not adequately communicating present mean that businesses will require fewer
network complexity perspective, IBM has the real opportunities presented by Next telecoms and IT suppliers, helping simplify
developed some partner collaboration tools Generation Network (NGN) technologies. As operations and cut back on procurement costs.
and is working on a more sophisticated a result, many have not yet made the switch
enablement-platform to decentralise to incorporating NGN technology into their Similarly, home and remote working is also
decision making and governance. portfolios because they perceive them as a big issue for businesses. This is where
too complex. But NGN does not need to be applications like VoIP and hosted applications
For customers looking for a solution, the a complicated proposition, and while there come into play which are available once an
discovery phase is often the most important. are new challenges, they are outweighed organisation has connected to a resilient NGN.
To reach a client, channel partners need to by the huge opportunities available. The key advantage is that IP connectivity
be visible within the places a client searches and SIP enable a sophisticated way of
for information and this is where tools like It’s important for channel partners to accept working, without the user having to learn
technology information resource and search the paradigm shift that has occurred. Voice a technically new way of doing things.
engine, Conjungo, follow the same partner- has become just another application on a
to-partner philosophy as the industry. data network as demand increases for fully, Resellers and dealers need to start asking for
integrated data, voice, video, mobile and more support from their provider, and should
Recently, Conjungo has set up partner broadband. Resellers and dealers also need expect to work in partnership with them to
agreements with a growing number of to recognise that the sales model is changing. successfully deliver this technology. So, take
news and informational websites, and We all know that in a mature market you what we’ve done at Opal. We’ve invested
a growing number of vendors such as struggle to provide organic growth, but the key heavily in a three tier account management
Websense and Mamut. In fact, the total list to developing your bottom line is to sell more system for our partners, with a technical support
of online publication embedding Conjungo products to the customers you already service, delivery manager, a business relationship
powered search facility reaches nearly 10 and NGNs are all about being able to sell more manager and a commercial account
million individual readers each month. products on the back of one network to the manager. All three work with channel partners
same customer. Emphasis also needs to be firmly to ensure the success of their businesses.
Like partner-to-partner network, the rational is on ensuring all sales staff really understand the
simple... help customers find the information business benefits NGN presents, and how they What’s also important in this new landscape
they need with the least amount of hassle. can leverage this technology and make the is for resellers to choose a provider with
most profitable sell. While selling voice minutes a well-developed and resilient network.
Partner networks within ICT may well be the still has its place for many operators, by adopting The message is clear... to compete in a
best way to effectively deliver complex ICT NGN new revenue streams can open up and converged world channel partners need to
solutions but without visibility, partners will new services and products become available. look to NGN technologies as the most viable
struggle to get short listed. Cost effective and source of revenue growth. To understand
integrated search technology will help make Let’s take cost. Businesses now, more than and successfully communicate the business
a customer’s journey to your door easier, and ever, are looking for more ‘bang for their buck’ benefits of this technology, new tools and new
building these behind the scene information – ways to manage expenditure, but also ways IT skills are required, but it is not a complicated
partner networks is a significant step.
�
to scale up their business in a cost effective sell. Remember, the future of 21st century
manner. Because NGNs allow voice and data communications lies in NGN – so get on board.
�
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To be continued...
Q.O.S.
46 COMMS DEALER FEBRUARY 2009 www.comms-dealer.com
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