Virgin turns VARs' ears from voice
Carrier hunts VARs interested in Ethernet technologies after launching first partner programme
Virgin territory: the Business Partner scheme is the carrier's first channel programme since being relaunched
Carrier Virgin Media Business has unveiled its first partner programme and is looking to tempt resellers keen to move away from the thinning margins of the voice world.
The Virgin name entered the market earlier this year after relaunching the company’s ntl:Telewest Business operations under the well-known brand. Its first channel scheme, the Business Partner programme, was unveiled last week and contains three tiers: Gold, Silver and Bronze.
Entry into each level will be predicated on hitting varying revenue targets. Gold partners will benefit from the Marketing Zone, which will offer VARs access to campaign materials, a newsletter and sales advice.
Brendan Lynch, director of wholesale markets, said he wants to sign up VARs keen to focus on the Ethernet data world. Many voice resellers are exploring the data world to safeguard the viability of their business, he asserted.
“As voice margins become tighter, we are seeing a growth in Ethernet technologies,” he said. “Anyone looking to transform their business will find us particularly helpful.”
Virgin will initially focus on fostering direct ties with partners, but distribution could come into play as the programme evolves.
“I absolutely would not preclude [adding distributors]. It might be appropriate for us to target distributors further down the line,” he said.
Richard Bligh, group marketing director of carrier Gamma Telecom, said the rebrand was a smart move, but cautioned that the SME space is tough for large multi-nationals to crack. Bligh also questioned suggestions that data is more margin-rich than voice.
“It is relative,” he said. “Margins are being eroded, that is a fact, but in many cases they are still better than you get in the data world.”