Over the last few years the telecoms industry has seen significant change. We’ve seen mergers and acquisitions, new products and services, and disruptive concepts that are changing the way we communicate. One such concept is the introduction of the Master Agent route to market for vendors to sell their UCaaS portfolios. Marianne Nickenig, VP Collaboration and Networking EMEA, talks us through what it is and what the model offers for partners.
A Master Agent model is structurally similar to a classic two-tier distribution model, but with some fundamental differences. In the classic model, the partner had to do much more of the work, but with the Master Agent model partners can focus on selling, leaving the Master Agent and vendor to manage the extra workload of closing deals and provisioning to billing and customer success.
Key benefits of the Master Agent
The UCaaS sales cycle is much faster, and partners need to be agile and flexible enough to respond to new sales opportunities at speed. The model enables partners to focus on finding new business opportunities while others do the heavy lifting.
2. Positive disruption
A Master Agent channel model is ‘disruptive’ compared with the traditional methods that partners use to sell UC. This mirrors the disruptive nature of the UCaaS technology itself, and the change UCaaS is creating within the UC market.
Partners who don’t want to fully move away from traditional channel sales models have the opportunity to embrace this strategy as a complementary model. Whatever route to market is chosen by partners, the market is rapidly moving to cloud, and end-user businesses are increasingly choosing cloud deployments.
3. Easy entry
A Master Agent model allows easy entry to the world of UCaaS. Anyone can enter and start selling UCaaS, because there’s no need for high levels of technical skill or investment in Opex-intensive activities such as infrastructure, integration and support. This creates a low cost of entry and an ability for partners to rapidly scale to meet the opportunity.
It’s why the UCaaS market is increasingly seeing partners from a diverse range of backgrounds, including classic voice resellers, cost consultants, IT service providers and managed print companies.
Whenever a big change arrives in the industry, people often panic and feel like they’re losing control. However, the industry is changing rapidly and partners need to be on board to seize the opportunity and remain competitive.
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With Westcon-Comstor and our portfolio of UCaaS vendors such as RingCentral, Avaya and Mitel at your side, there’s never been a better time to explore the opportunity and embrace change.