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Whether it's a partner, a channel, a reseller or something else, these businesses that deal in certain company products are a valuable part of any company's sales operation. Loway (News - Alert) Switzerland, meanwhile, recently announced a new such move of its own, designating DVCOM Technology the official channel reseller for Gulf Cooperation Council (GCC) countries.

DVCOM, started in 2004, currently operates throughout large portions of the GCC community, as well as operating in Dubai and North Africa. Its main focus is on several communications technologies, including video conferencing, open source Internet protocol (IP) telephony, access control, and several others. Since Loway is a major provider in Asterisk private branch exchange (PBX (News - Alert)) technology for call center environments, Loway's operations could have a major impact on DVCOM's lineup of product offerings.

That's a point not lost on DVCOM managing director Renjan George, who said “Our recent partnership with Loway, has added immense value to our offering with reliable and customizable call center software solutions for the Asterisk (News - Alert) PBX. There is an increased requirement for contact center solution in the GCC region and QueueMetrics sets up modern standards in performance measurement, statistics and reporting for call centers based on the Asterisk PBX technology, while WombatDialer is a flexible, easy to use outbound dialing platform and a perfect complement to QueueMetrics.”

Reseller agreements generally offer value at every stage of the process. Not only does the original manufacturer get access to different markets with a lot less need to expend resources in pursuing said markets, but also, the reseller gets access to a new slate of products to offer current customers. Upselling is generally easier than cold-calling or cold-selling, so a reseller would be able to call upon previous customers, and take advantage of positive perception already established. Thus the original maker gets access to new markets with established relationships already made, and the reseller gets access to new product lines and new revenue sources. It's especially valuable for related firms that may not have a particular entry in a product class; here, a communications company like DVCOM takes on some call center-specific materials, and can thus expand its market appeal to companies planning to open or change a currently in use call center.

It's an arrangement that's served many companies well for a long time, and likely won't be going away any time soon. Loway and DVCOM are just the latest, and more such arrangements are likely to follow.