8x8 Promises Big VAR Returns In New Cloud Networking Channel Program
As the VAR and telecom agent channels converge and IT solution providers look to cloud-based services to fortify their margins and customer bases, the ideal service provider channel program for VARs is going to be the one that eliminates channel conflict from the get-go and promises VARs revenue streams that they can be comfortable with, at margins they can live on.8x8, the longtime VoIP provider and, more recently, hosted networking specialist, thinks it has that program.
Next week, 8x8 will formally debut an authorized reseller program designed by IT channel veterans to appeal to VARs that are skeptical of service provider compensation schemes, but who are embracing hosted and cloud-delivered services to buoy their traditional reseller businesses going forward.
"We're repositioning 8x8," said Kim Niederman, senior vice president of worldwide sales operations for 8x8, in an exclusive interview with CRN. "What sets us aside from a lot of the cloud SaaS and IaaS service providers is that we want to go through the mainstream data VARs as opposed to the interconnects."
Sunnyvale, Calif.-based 8x8, which has been publicly traded since 1997 and is one of the country's largest VoIP service providers, claims about 25,000 businesses in its customer base and is increasing that base by about 1,000 businesses a month, Niederman said. It has six data center locations in the U.S., and focuses on SMB customers with an appetite for cloud-based networking services.
8x8's roots are in producing chips and software for the videoconferencing market as well as chips for VoIP manufacturers, and it began selling end-to-end VoIP services in 1999 following several acquisitions. In 2010, 8x8 shifted its focus to providing cloud-based hosting services following its acquisition of Central Host.
It's in the cloud-based networking services arena where 8x8 sees a monster channel opportunity in front of it, Niederman explained -- particularly for VARs who want to offer cloud-based VoIP to replace traditional on-premise phone systems, cloud-based contact center, cloud-based managed hosting in an infrastructure-as-a-service (IaaS) format and cloud-based video services.
"If we can offer that by one provider as a solution rather than four providers, that'll have a big impact for the end user," Niederman said.
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8x8, the longtime VoIP provider and, more recently, hosted networking specialist, thinks it has that program. Next week, 8x8 will formally debut an authorized reseller program designed by IT channel veterans to appeal to VARs that are skeptical of
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