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VARs Deliver Solid Value for Master Agents

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VARs Deliver Solid Value for Master Agents

February 01, 2012

  By Susan J. Campbell, TMCnet Contributing Editor

A master agent provides telecommunications services and solutions for service carriers. To attract more partners, master agents are focusing on value added resellers (VARs) as indirect sales partners at an increasing rate, especially over the last year.

This Channel Partners Online article reported that for some master agents, VARs account for about 30-plus percent of business, and that percentage is expected to grow. By using VARS, some master agents are seeing a 40-plus percent growth rate in their business.

VARs offer strengths in their ability to integrate products and professional services, such as implementation and training, or customizing and applications. VARs can also help drive global customer initiatives and a great customer experience by offering technical resources and skills in a variety of locations, regional or global.

Telecom Brokerage, Inc., (TBI) manages partners who sell their voice, data, Internet, and advanced solutions, which come with back-office support, consultation, and training. TBI knows that a majority of sales processes are led by the VAR, but TBI offers the guidance required to choose the right vendor and product. 

TBI’s approach of increasing exposure and protecting from revenue commitments helps grow businesses by giving them a shot at some of the best rates available in the industry.

VARs have a good reputation with master agents because they are able to bring unique knowledge and applications to the forefront, offering an excellent understanding of technical issues in the cloud, and increasing the level of customer spend. 

Master agents are recruiting more VARs because they’re realizing the expertise the IT partners can offer to the telecommunications industry. One has to look no further than at MicroCorp or World Telecom Group and their focus on VARs to grow their businesses. Telarus (News - Alert) recruited 2,500-plus VARs, and all of them are referred to Telarus agents.

TBI’s one-stop source for objective advice and competitive pricing has attracted major providers of long distance, mobility and managed services, data, and Internet. TBI has seen a 20 percent increase in the number of VARs selling its services since 2010. An administrator at TBI said the increase is due mostly to the convergence of services in cloud, hosted voice, application as a service, and outsourced security and management.

This year, TBI plans to increase its use of VARs by another 20 percent as the company focuses on system integrators and professional service providers.

Back in 2009, the company entered into a partnership with ADTRAN (News - Alert) Inc. which allowed TBI to bring its multicarrier portfolio of solutions to 2,000-plus VARs. Additionally, effective last year, TBI became a nationwide VAR for ADTRAN.

Want to learn more about the latest in communications and technology? Then be sure to attend ITEXPO East 2012, happening right now from Jan. 31-Feb. 3 2012, in Miami, FL. ITEXPO (News - Alert) offers an educational program to help corporate decision makers select the right IP-based voice, video, fax and unified communications solutions to improve their operations. It's also where service providers learn how to profitably roll out the services their subscribers are clamoring for – and where resellers can learn about new growth opportunities. For more information on registering for ITEXPO registration click here.

Stay in touch with everything happening at ITEXPO. Follow us on Twitter.

Susan J. Campbell is a contributing editor for TMCnet and has also written for To read more of Susan’s articles, please visit her columnist page.

Edited by Jamie Epstein
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