BUSINESS INTERVIEW
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C&W commits to SMB
CARRIER NEWS
The launch of three new hosted propositions in
its portfolio for SMB resellers is a clear sign of
Cable&Wireless Worldwide’s commitment to the
channel, affirms Craig Penfold, Head of Cross
Products and Portals at the telecoms giant.
he new packages are the finding with our larger partner
T
first part of a new bundling engagements is that they want
strategy which will be to be very bespoke in the way
expanded over the next we work with them. We’ve got
few months, Penfold explained. The some good propositions in the kit
three options available to resellers bag at the moment and we’re
are a hosted IP CCTV proposition developing different flavours of
for security services, online back- access and network technology
up and managed Exchange that can be blended by our
services. The propositions are partners. Rather than dictating
based on current elements of the the end user technology, we
Cable&Wireless Enterprise offerings, believe that the way we and
re-engineered for the SMB market. our resellers can compete is to
“We’ve taken the strategic combine our propositions into
decision to leverage our enterprise solutions that fit their requirements.”
experience by developing specific
propositions for the SME market,” Penfold believes that it’s vital
he says. “But not to take them out for partners to start branching
to market directly, rather indirectly out into new markets, but the
through our wholesale partners. best place to start is with existing
customers. “What we’re seeing
“One of the things we decided not is that people are still spending,”
Craig Penfold
to do was simply take enterprise he says. “But they’re very much
products and rebadge them for spending with their existing of SaaS solutions. “I think there’s a like Google who are poised to
channel partners to use in the SME suppliers, the trusted advisors who lot of cynicism to be overcome,” make an impact. “Resellers need
market. What we’ve consciously are a known quantity. What we Penfold explains. “But this time to start taking a multi-service
tried to do is take the underlying tell our partners, and ourselves, is round we’ve got the maturing of point of view and focus on end
capabilities but re-orientate them that we need to focus on customer a number of technologies that will user requirements rather than
to fit the market. We understand service during the recession. We make it possible. The broadband getting hung up on specific
that what works for a high street believe that if our partners take infrastructure is a lot more mature, technologies,” says Penfold. “Your
bank with 10,000 employees is not our propositions and stick them at and vendors like ourselves are average SME would like to go to
necessarily the same as what a the heart of their own customer able to leverage our enterprise one place for all their services,
50 person organisation needs.” experience, they can get to the experience in the marketplace.“ they’re time poor and telecoms
magic point where they’re both aren’t their core business.”
The key benefit of the new reducing cost and adding value.” The channel needs to be
bundles is low capital outlay for aware of the growing threat to At the same time, he says, over
both resellers and their customers, The SME market is still sceptical of their market not just from data extending your reach isn’t the best
Penfold explains, and that hosted solutions, and the channel value-added Resellers who are answer. “When companies like
Cable&Wireless shares any risk will have to focus on educating offering convergence solutions Google get involved with a market
involved. Resellers can mix and their customers about the benefits for SMEs, but also Internet giants they do so seriously. Our advice
match various solutions to create is to focus on core competencies
the perfect package for their and differentiation. If you stick to
customers. “We pride ourselves
The key benefit of the new
a well-honed space and add the
on being not only competitive at value your clients want, that’s the
bundles is low capital outlay
the headline commercial level, sweet spot. The danger is having a
but we’re flexible as well,” says knee jerk reaction and trying to get for resellers and their customers
Penfold. “Increasingly, what we’re into everything.”
n
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34 COMMS DEALER OCTOBER 2009 www.comms-dealer.com
34 C&W.indd 1 6/10/09 08:37:33
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