Sonus Networks Cements Channel Gains With Refreshed Partner Program


SIP infrastructure specialist Sonus Networks is pumping more resources into its still-new, yet quickly growing channel program, as it looks to continue its transformation from an exclusively carrier-focused company to a mainstay in the enterprise session border controller (SBC) market.

The revamped Sonus Partner Assure Program introduced this week features a new, two-tiered structure, through which partners can now purchase Sonus products through distributors including Westcon, ScanSource and Distribution Central.

In addition to its new two-tiered structure -- a feature Sonus said will arm partners with more pre- and post-sales technical support -- the Sonus partner program has been bulked up with a new online quoting tool, technical support documentation and enhanced training materials like webinars and on-demand courses for both sales and technical teams.

 

[Related: PowerCloud Revamps Channel Program For Wi-Fi-As-A-Service]

These updates to Sonus' partner program come roughly one year after the program's formal launch in June 2012. According to Todd Abbott, executive vice president of strategy and go-to-market for Sonus, since that launch, the program, along with Sonus' overall channel footprint, has been steadily expanding.

Abbott said roughly 17 percent of Sonus' overall revenue in the first quarter of 2013 came from the channel. Looking ahead, Sonus expects this number will grow to somewhere between 20 percent and 25 percent by the end of 2013.

"We're making some good progress," Abbott told CRN.

Since the launch of the Sonus Partner Assure Program last year, Sonus said it has on-boarded approximately 300 partners. Usage of Sonus' Partner Portal, meanwhile, has skyrocketed 300 percent since its launch last year, with an average of 150 new partner users requesting access each month.

Abbott said Sonus partners include both global system integrators, such as Dimension Data, as well traditional networking resellers like the Lexington, Mass.-based Integration Partners. Solution providers with roots in the UC world, particularly those that resell Microsoft Lync, also make up a significant chunk of Sonus' partner base, Abbott said.

Abbott attributed Sonus' growing partner base to the fact that Sonus is one of the few SBC vendors on the market today whose technology is designed to support a range of UC applications.

"We are now really the only vendor-agnostic SBC player," Abbott said. "What I mean by that is that all the UC companies have an SBC -- Avaya does, Cisco does, Siemens does -- but the problem is that those SBCs are designed to enable their UC platforms to operate really well. They don't necessarily enable an enterprise with multiple UC environments, and large enterprises typically have a minimum of two or three."

NEXT: Sonus' Enterprise Inroads