BT Indirect Channels (BTIC) has launched a promotion dubbed Broadband Month to encourage VARs to sell add-ons with broadband connections.
The promotion aims to educate resellers on the extra margin opportunities available when selling broadband.
Chris Jagusz, general manager of chapter management at BTIC, said resellers should not sell broadband connections alone but should bundle products and services with high-speed internet connections.
"We want resellers to grow margin by selling services on the back of basic services. Don't sell broadband naked. Fifty per cent of broadband connections are sold with services on the back of them, and we want all of them to be sold like that," he said.
Despite its name, Broadband Month will run for about six weeks, until 31 July, through BTIC's resellers and distributors. "We want to touch every reseller that has sold broadband in the past 12 months. There will be online collateral, incentives for resellers and educational events," Jagusz said.
He added that the UK is now past the early adopter stage and VARs now must provide applications to attract other buyers. "We are providing the channel with products it could not afford to provide itself. We expect resellers to be excited by this," he said.
John Carter, managing director of BTIC distributor DMSL, said promotions are all well and good, but BT must acknowledge it has a good indirect channel.
"Not all products are available through the channel, but this must change because the channel is the favoured way to buy for SMEs," Carter said.
He added that the next stage of broadband take-up will be a challenge. "Ten per cent of businesses understand that broadband is a must, but the next 90 per cent will be harder work," he said. "There is not enough education, and resellers will need more product information as well as support with value add."
Separately, BTIC is yet to name a replacement for former director Mark Hollister, who left the firm last month.
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