BT to increase channel focus

Reseller channel to be prioritised over direct salesforce

BT is to prioritise its networking reseller channel over its direct salesforce for the first time as the telco looks to push into new technology areas.

Mark Hollister, director at BT Indirect Channels (BTIC), said BT intended to focus its channel on "new-wave technology" such as data and voice converged networking products.

But Hollister admitted: "BT has never really promoted its channel to customers but once we have the right channel in place we will promote it. When a customer needs a certain product we can direct them to a partner."

BTIC said it was actively seeking high-end networking integrators as well as SME LAN resellers. It added that it will offer education in technologies such as broadband and mobility to attract resellers.

Hollister is ambitious about BTIC's potential. "It may take four or five years, but the indirect channel will account for more new-wave sales than direct sales," he said.

"We want to grow our data-related sales by 13 per cent next year through direct and indirect sales."

But some resellers were not so optimistic, and said the telco will have its work cut out persuading resellers. Greg Carlow, managing director of networking reseller Repton, said his past experience with BT would put him off developing any relationship with the telco.

However, Keith Humphreys, analyst at EuroLAN Research, said despite reseller uncertainty the move by BT was positive.

"It is critical because the channel is not always the obvious place for customers to buy equipment, because BT often resells other vendor products itself," he said. "This will be good for resellers because they can get into deals early as a BT point of contact."

Humphreys added that networking resellers that partner BT will be able to add margin. "But it won't make them rich," he said.