3/26/2010 9:37:00 AM
Orange restructures indirect channel
Orange has restructured its indirect channel in an attempt to gain indirect market share.
The operator announced a new three tiered structure for dealers at the Orange indirect business channel conference held in London on 25 March.
Partners will now be categorized into approved Orange partner, specialist partner and principal partners.
The categories have been created to recognize different levels of loyalty and commitment from partners.
Approved Orange partners will be accredited through distributors, specialist partners will be part of the existing federated dealer scheme and will become Orange specialist (business) partners and a new top tier called principal partners will be introduced.
Principal partners will be committed almost exclusively to selling Orange and work with the operator to create joint growth plans.
Orange vice-president of sales and loyalty, Guillame Van Gaver said: The key message is that we want to keep a very aggressive strategy around Orange. We want to confirm to dealers and distributors our commitment to them.
We have an updated scheme and a clear ambition to be the number one partner to them. We have an innovated approach around a tiered programme.
As well as adding further layers of structure to the dealer and distribution channel, the operator is hoping to add to its number of partners.
Orange sales director, Steve Heald said: We expect over the next few weeks to double the number of partners across all tiers to 40.
We will help with lead generation and delivering pre-sales training. It is a comprehensive review of the programme plan and there will be loyalty tools for the people in that programme.
Dealers will also see an increase in the amount of revenue share offered, however details will only be available from July 2010.
Dealers will also be able to sell Oranges managed VPN services to their customers and the Orange Wirefree Extension which allows offices to access business applications securely and remotely.