Audiocodes has drawn up a hit list of 20 UK networking resellers as it introduces its voice over IP (VoIP) gateway technology to the mainstream channel.
The vendor’s Mediant platform connects different voice or VoIP entities and can be used to make Microsoft Lync work with legacy PBX hardware from the likes of Cisco and Avaya.
It can also be used to secure customers that move from legacy telephony lines to SIP trunking.
Audiocodes has traditionally focused on OEM and service provider channels, but UK sales director Yaniv Epshtein said it is now targeting mid-sized Cisco, Avaya, Alcatel Lucent and Microsoft partners.
Epshtein said rival Acme Packet is also expanding into the channel but claimed his firm held the edge.
“We have a price advantage,” he said. “Acme Packet is trying to sell a bus when you only need a two-seater, plus we can simultaneously connect SIP to SIP and SIP to legacy.”
Audiocodes aims to recruit 20 core partners capable of doing $200,000 (£124,000) of business this year. Targets include Didata, Capita and NextiraOne.
Partners typically earn a retained 15 per cent margin, 12 to 18 per cent extra for annual support, and decent professional services revenue on top.
Simon Welch, product marketing director at Azlan, which recently signed up as a distributor, said: “Audiocodes is the glue that enables disparate UC solutions to work together.
“It is deeply technical and that means there is money in it. It helps protect existing investment while allowing firms to move forward with new technologies and we are on the lookout for partners who understand this.”
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