8/18/2010 11:50:00 AM
Orange confirms its principal partners
Orange has appointed Phonebox Solutions, The Phone Shop (Midlands), Scancom and Voice Mobile as its four principal partners in the indirect channel.
All four will sell Orange almost exclusively, playing a key role in the operator’s strategy to grab the lion’s share of the UK’s mobile business market.
The four principal partners have been tasked with driving up Orange connections in a bid to take on O2 and Vodafone in the b2b market. Orange has offered its dealers a range of incentives, including promises of increased revenue share, lead generation, pre-sales training and loyalty incentives.
The principal partners form the top category of Orange’s new three tiered indirect channel structure. Orange partners in the indirect channel fall into three categories: principal, specialist or approved. The categories have been created to recognise different levels of loyalty and commitment from partners.
The Approved Orange Partner status is aimed at smaller dealers and low volume resellers. These partners number around 20 dealers. The middle tier of Business Specialist Partners have crossed over from Orange’s Federated Dealers scheme but with new trading agreements, targets and objectives. It is understood that there are now 12 Business Specialist Partners.
The three tiered structure is central to Orange’s aggressive strategy to become the ‘number one’ partner for indirect channel dealers. It was put in place shortly after its merger with T-Mobile was announced last year, and is seen by industry pundits as part of a wider strategy by Everything Everywhere to dominate both the consumer and business sectors in the UK market as the largest network.
The new three tiered structure builds on Orange’s successful Federated Dealer Programme. It allows Orange to work more closely with its partners and recognise and reward the loyalty of its dealer community. Partners that work more closely with Orange to deliver long-term customers will receive extra rewards.
The new indirect channel strategy was announced in March this year and launched last month. Along with extra rewards, dealers will also be able to sell Orange’s managed VPN services to their customers and the Orange Wirefree Extension that allows offices to access business applications securely and remotely. Both services were previously only sold directly through Orange Business services.