Cambium Networks: We are heavily recruiting new partners

Wireless connectivity vendor is increasing its channel presence as it enters its next phase of growth. Read all about how to get involved in this Q&A with Cambium's regional sales manager Dan McCarthy (pictured)

Tell us about your ConnectedPartner program?

The ConnectedPartner program is designed to help partners succeed with Cambium Networks' wireless connectivity solutions. The ConnectedPartner program positions partners for growth through access to point-to-point backhaul, point-to-multipoint distribution, Industrial connectivity, WiFi access, enterprise switches, and cloud-based end-to-end management solutions that help drive sales and insights that enable partners to move into emerging wireless markets.

Our partner program aims to maximise global coverage while minimising channel conflict. Partners can benefit from:

• Product line discounts
• A robust and user-friendly partner portal with an Asset Library containing nearly 2,000 sales and marketing resource
• Programmes for deal registration
• Demonstration equipment and market development funds
• Access to live instructor-led and virtual training programs
• Channel marketing tools and content
• Support from Cambium Networks' channel management and sales teams

How do you differentiate yourself from the competition?

Cambium Networks is by DNA an engineering company, investing 15 per cent of its revenues in research and development every year and therefore being able to deliver on a regular basis, state of the art products meeting the industry expectations for today whilst at the same time being future-proof.

We are a distribution-driven company which doesn't sell directly to VARs and System Integrators nor end-users and for that reason really cherish and nurture its channel partners from the top down. We are heavily recruiting new partners to join the Cambium Community whilst training them on new technologies and supporting them in strategic verticals with the right sales and technical attention. We want our partners to grow with us and we are doing our very best to help them do so.

Why are you particularly keen to partner with MSPs?

Managed Service Providers are core partners to us as they are the natural link between our backhaul product technologies on one side of the portfolio and our enterprise Wi-Fi and Switching solutions at the other. They can rely on our Point-to-Point and Point-to-Multipoint solutions for their Broadband Access Networks to deliver and share bandwidth across multiple environments including enterprise customers as well as their access networks.

What skills do MSPs need to partner with you and are you currently looking to recruit MSPs?

All kinds of MSPs are welcomed in our Program - we do not make any distinction between small or large players. We make it easy to join and to access heavily discounted demo equipment, follow the

training and learning paths helping them obtain certifications to fully understand and represent our products and also deal with vertical specifications.

What are the main benefits for MSPs and resellers in joining your partner programme?

When joining our Connected Partner Program, MSPs can benefit from a simple process for self-registration, the opportunity to join Specialty Programs for vertical sectors like MSP, Hospitality or Education, a deal registration program to protect their development of an opportunity and also access to additional discounts. cnMaestro offers a way for MSP's to enjoy more margin-rich opportunities, they're well positioned to support the growing unmanaged IT segment, stepping in to offer managed WLAN services and other IT services. The cnMaestro management platform can support MSP's delivery of trouble-free service to the customer, reducing their operating costs and protecting their bottom lines.

Features range from provisioning administrator access with the option to view and manage the network:

• Zero-touch provisioning
• AP monitoring with the ability to run remote scans and debug layer 2 packet captures
• Client monitoring
• Ability to offer group AP's by location
• Inventory management

What would you say are the key technologies in the marketplace right now? How do your offerings link with those?

The industry has been excitedly talking for several months about the next generation of Wi-Fi Access Points: 802.11ax aka Wi-Fi 6. We launched ours last summer - first with a very high-density AP for high scalability in dense environments and soon after a second one which is a price-sensitive entry-level device. Our motto for this product line is, "Pay no Premium for Wi-Fi 6", as in the current climate people have much tighter budgets and are therefore looking for the best value for their money. The same applies to switching, where it is key to correctly position our product range to match the deployment needs and price point. Providing customers with options to have a range of essential features and also upgrade to more advanced ones is the great flexibility we are offering with our management platform, "cnMaestro" - the "single pane of glass" which can manage out point to point and point to multi-point radios, IoT routers, Wi-Fi access points and access switches.

How do you think the market is going to develop in the coming year - particularly in the aftermath of the pandemic?

The market will operate a shift towards a stronger reliance on wireless communications focusing on use-cases and performance rather than brand awareness and legacy relationships. This is where brands like ours will be able to challenge more historical players offering end to end connectivity, from broadband access to edge access, from 150 miles to 75 inches. Cambium keeps connecting People, Places and Things, and this will last for many years as demand for fast, reliable connectivity is constantly growing.

What plans do you have for your channel partners as we head into 2021?

We are working on a Service Provider Program where we will recruit WISPs, ISPs, Carriers and Broadband MSPs across EMEA. Giving them more attention, identifying their individual needs, rewarding them for their repeated business with access to promotions and by tracking their revenues to encourage them to grow with us and also by educating them on how they can grow their businesses by embracing the new products and technologies Cambium brings to provide them with the ability to cross and up-sell to their customers.

Do you have any exciting new technology developments in the pipeline that you can tell us about?

Earlier this year we have successfully launched CBRS (LTE) in the USA, which is currently not able to be used in Europe however this may drive further developments around this technology in near future. What is exciting and the focus of our immediate efforts here in the UK right now is that we are about to start delivery of our 60GHz technology solution built on the partnership with Qualcomm and Facebook under our "cnWave" brand. Watch out for this game-changer in distributing gigabit wireless connectivity, strengthening our core belief that "Wireless is the new fibre".

For more information, get in touch on 01488 647 581