Networking vendor Avaya has launched an addition to its existing channel programme, which it has claimed will help its resellers increase margins through value-added services.
The Services BusinessPartner Programme, which requires partners to undergo additional services accreditation, aims to provide businesses with extensive services offerings through resellers, Avaya has claimed.
The company will keep selected accounts direct but plans to offer its VARs greater flexibility and choice in the way they work with services, according to Adrian Hughes, services director Avaya UK, Ireland and southern Europe.
The new programme will operate alongside Avaya's existing channel programmes across EMEA.
Hughes said the programme means partners will now have the choice to become service-authorised as well as product-authorised.
Once accredited, they will have access to a range of benefits, including sales promotions, programme guides, return-on-investment tools and marketing funds, Hughes added.
"We have been focusing on changing the business to a global services model, but we realised that business partners needed the same focus from a services point of view," he said.
Hughes added that Avaya would not sell services directly or take customers away from partners but instead would use services to "strengthen partners' portfolios".
He said: "Partners can resell our direct services to customers until they feel ready to make the investment to become service-accredited themselves.
"We have been working closely with our distribution partners to work out the correct sales model for the services and the programme is already receiving positive feedback."
Keith Humphreys, consultant at analyst firm EuroLAN, said: "The services sector will be an area of significant growth. A well-managed, effective channel strategy is vital to any firm looking to participate in the sector.
Success will only come to a provider able to deliver comprehensive services, clear market propositions and a strong 'go to market' strategy.
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