BlueCat Launches Channel Program Around IPAM


The program, unveiled last week at Interop New York, is designed to get VARs up to speed with IPAM, which has come into play more frequently of late due to the proliferation of mobility, virtualization, VoIP, Wireless and RFID, along with the boosted consumption of IP address, said BlueCat CEO Michael Hyatt.

"We're changing our model really quickly because for the first time IPAM has become channel friendly," he said.

BlueCat makes the Proteus IPAM solution and the Adonis family of DNS/DHCP appliances. Using those tools as the centerpiece, BlueCat has built a channel strategy targeting global technology providers, brand-name systems integrators and a top-tier group of national and regional resellers.

Hyatt said understanding IPAM and its relationship with DNS, DHCP and other core network services has become a requirement for solution providers as their customers move away from using spreadsheets, homegrown solutions and legacy solutions for their IPAM needs. BlueCat's solutions let VARs deploy tools to eliminate legacy solutions and let them design, deploy, monitor and audit IP addresses across the organization with a simple conceptual view.

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Overall, Hyatt said, BlueCat expects the new channel program to account for up to 70 percent of new sales. The Toronto-based vendor is working on interviewing and qualifying partners as part of its recruitment strategy. Over time, Hyatt said BlueCat hopes to become 100 percent channel-focused and generate all of its revenue through the channel.

Hyatt said the new program stemmed from an increase in corporate RFPs focusing on IPAM. For the first time, he said, it seems IPAM is on enterprise radar screens.

"CIOs are catching wind that there's something to it," he said.

BlueCat has launched a specific deal registration page through its partner portal. Hyatt said the goal is for BlueCat not to compete with channel partners for sales.

"We're not going to compete with you and you're going to have a BlueCat representative to work with," Hyatt said. "The real thing we're asking for is a commitment of resources, because we're committing resources to you."

According to Lisa Citron, BlueCat's director of channels for the Americas, the program is targeting solution providers that are involved in projects where IPAM is needed, whether that's networking or unified communications projects; or any project that requires an enormous number of IP addresses. Citron said BlueCat has launched technology and sales training for partners.

The multi-tiered BlueCat program will let partners offer value-added pre- and post-sales services, and selected resellers will be trained and certified to ensure they can offer expert hands-on service. Customers and resellers will also have access to local Centers of Excellence, which will make it easier for organizations to centrally deploy, manage and monitor their distributed IP addressing environments.

Citron said BlueCat is still hammering out the revenue, sales and deal requirements for partners to be classified among the different tiers. She said BlueCat hopes to have between 75 and 100 partners globally once the program hits full stride.

"We're looking for the right mix of the right kind of players," she said. "We're going to continue to expand the BlueCat brand and our partners and sales are a part of that."