Virgo Publishing LLC, the publishers of PHONE+ magazine, announced this fall that it would rename PHONE+ as Channel Partners, effective Jan. 1, 2011, to create one brand for the resources that it provides to the communications technology indirect sales channel.
PHONE+ has been a strong brand for the telecommunications channel, providing print and online news and analysis for more than 20 years. At the same time, its event, the Channel Partners Conference & Expo, has found wide appeal since taking on the moniker in 2001. Virgo also sponsors a LinkedIn group, the Channel Partners Network, with more than 3,000 members.
The two brands have operated as one over the years, so unifying them is a formality, but one that will allow Channel Partners to more cohesively serve the needs of next-generation solutions providers.
The next-generation partner bridges the gap from a pure sales play of the telecom agent selling T1s in a utility, residual model to the highly technical play of the systems integrator providing customized systems in a margin-based equipment plus professional services model. The savvy ones are striving for a middle ground that combines tech savvy with a service-orientation,” said Khali Henderson, editor in chief of Channel Partners. Together these disparate channels are embracing new customer mandates and taking the best attributes of each model to define a next-generation partner that is equally at home in the cloud and the premises and with sales and technology.”
Channel Partners will explore the key themes that are likely to dominate the channel for the foreseeable future:
Channel Partners will provide resources that foster this transformation and growth through its online, print and event services promoting:
While its hard to say goodbye to a long-standing brand, we are excited about our future as Channel Partners, which reflects the realities of converging telecom and IT technologies and welcomes both channels,” Henderson said.