Cable & Wireless (C&W) is pouring millions into a five-year channel investment plan that it hopes will win back reseller trust.
The vendor, which has admitted to channel conflict in the past, is looking to take on more partners, particularly in the convergence and IP/VPN space.
It has already taken on 37 channel staff and is looking to recruit a further 40 VARs in the next nine months. It is also on the verge of signing a distributor.
"We are in this for the long term. We recognise that to achieve our goals we have to have an effective channel," said Marek Lowther, director of channel, UK and Ireland.
He added that the vendor will offer marketing development funds and increased benefits on its partner portal.
"There is a little bit of discontent with BT at the moment as it seems to have too many eggs in one basket, which gives us a good opportunity," Lowther claimed.
However, Manny Pinon, sales and marketing director at distributor Norwood Adam, was more hesitant.
"With C&W it is like a game of snakes and ladders. You never seem to get beyond the first 10 squares as you hit a snake every time. The question is can C&W go indirect?" he said.
"There will always be partner conflict, but to really get the trust of the channel C&W has to let big deals, where conflict arises, go to the reseller; only then will the trust begin. They have to walk the walk, as well as talk the talk."
Bob Tarzey, service director at Quocirca, said: "It's hard for a leopard to change its spots. Any vendor that wants to see results has to be patient. It can't change the channel's attitude overnight."
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