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Unified communications provider CallTower has added a new billing-as-a-service (BaaS) platform for its white-label partners.
CallTower’s BaaS platform aims to make it easy for white-label partners to build orders and convert those orders into customers, “further enabling partners to establish automated collections while building a robust monthly recurring revenue stream,” the company said. In addition, the platform is designed to assist partners with real-time reporting and tax management.
Brad Nichols, CallTower’s director of wholesale, tells Channel Partners his company already helps its white-label partners with sales enablement, marketing and customer operations training. This is the last big enhancement needed, he said.
“To be a true white-label provider, you have to have BaaS,” he said. “The need for this platform is really to enable partners to sell, quote and deliver these services on a more consistent basis. This is my second company where I’ve pretty much been building a wholesale model and I knew from the last company I worked with that this was really going to be a need for most wholesale partners, because in wholesale, the partners are now the ones that are billing their customers directly, unlike the channel side where CallTower would be billing their customers.”
Many of CallTower’s partners are MSPs and VARs, and are not directly in the telephony business, “so this just gives them a platform where they can leverage the telephony world a lot easier,” Nichols said.
“Ultimately our solutions are what’s going to give white-label partners a competitive advantage, CallTower’s proprietary Skype for Business solution and Cisco‘s solutions as well,” he said. “This platform gives them the ability to now become their own service provider. It gives them the ability to run their business a lot better and the advantage of being a better provider for their customers.”
BaaS helps CallTower build out its wholesale model to the next stage, Nichols said.
“We’re now a fully fledged white-label provider, as well as going through the channel,” he said. “It helps partners build a monthly recurring revenue customer base that they own. It helps them also internally by not having to reinvent the wheel to get into an industry that they should be getting into. It removes the friction.”
“We are excited to announce this partner-enablement solution,” said Tom Sullivan, CallTower’s vice president of sales. “Our (BaaS) enables providers to more effectively on-board new customers, accelerate revenue capture, improve efficiency and reduce overhead.”