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X4 Diversifies Portfolio, Changes Name

By Khali Henderson
July 07, 2010 - News

Master agency X4 Communications announced Wednesday that it is diversifying its offerings beyond traditional carrier voice and data services and, as a result, changing its name to X4 Solutions.

X4 Solutions will distribute business services to its 400-plus subagents in three categories: voice and data services, energy services and software as a service (SaaS).

X4 Solutions President Curt Allen told PHONE+ the SaaS offer will be delivered through a partnership with GreenAppx via the  X4 Solutions Marketplace e-commerce portal, which will go live July 8. Kim Rochel, strategic agent manager, will manage the marketplace and conduct agent training.

The energy services offer will come out at the end of third quarter, Allen said, noting the master agency is finalizing agreements with energy brokers offering electricity, natural gas and demand-side management. Provider partners will be named closer to the launch, Allen said.

X4 Solutions also is working with another partner to add managed IT service to its voice and data solutions portfolio, Allen said, noting that, too, will be launched in third quarter. Presently, the service is being tested with individual customers, he said.

Allen said the company’s core business will remain voice and data services, commanding about 80 percent of the agency’s resources.

And, he said, the move is not meant to help X4 recruit different types of subagents, but to help traditional telephony agents with new opportunities to stay relevant. “We believe it’s important to offer more things to get in the door; it’s harder to lead with telco," Allen said, noting that energy and SaaS are potential door-openers with new prospects and opportunities to get more business from existing clients. “Successful agents are maximizing wallet share with customers that have been with them a long time."

Allen also conceded that diversification also is a strategy for X4 to remain relevant as a master agency. “If you sit still, you get passed by," he said.


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