TBI, Avaya, Avant Lead List of New, Changing Channel Programs

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More and more vendors are making the channel a bigger part of their strategy.

In the case of HP, the company gave its partners deeper access to crucial customers last month. Other organizations, like HTG 360 and Alert Logic, turned to new master-agent partners in hope of increasing their sales force. And Avaya is expanding a distribution partnership to increase its market presence globally.

Masters, too, such as Sandler Partners, Avant and TBI, made significant moves last month that impact partners.

Most companies closed up shop the last week of the year and brought news to a halt, but that didn’t stop us from filling up the recap below with 12 of the biggest new and changing channel programs from December 2018.

If you missed the previous channel changes gallery, check it out here.


The Chicago-based master agent added three supplier partnerships to diversify its portfolio and multiply its IT offerings.

The company signed Bharti Airtel, an India-based telecommunications provider that offers mobile and voices services, and fixed-line broadband. TBI also formed agreements with Georgia-headquartered FiberLight to harness its lit and dark fiber expertise, and PhoenixNAP, which provides services for infrastructure, colocation and cloud.

Learn more about TBI's flurry of new partnerships.

We covered new supplier partnerships from another Chicago-based master agent.

Avant Communications signed an agreement with Alert Logic, which provides threat management. It marked Alert Logic's entrance into the master agent channel. Avant also added cloud services provider Logicworks to give subagents new service offerings for cloud migration, operations and optimization.

Learn about the partnerships with Alert Logic and Logicworks.

Avaya expanded its partnership with the distributor Dacas.

Dacas, which has been working with the UCaaS provider since 2015, will extend Avaya offerings to new Latin American countries. It is also allowing "companies of all sizes and industries" to access the Avaya portfolio.

Avaya also partners with Anixter, Tech Data and Scansource for distribution.

Read Avaya's announcement.
Sandler Partners

Satellite internet provider Viasat partnered with Sandler Partners to extend its market reach.

The agreement puts Viasat's suite of business internet services in the hands of more than 7,000 Sandler sales partners. TBI, Intelisys and TCG also signed master-agent partnerships with the vendor in 2018.

Read Sandler's Dec. 11 announcement about the agreement.

Nutanix updated its channel charter to include value-added distributors (VADs) and global systems integrators (GSIs).

The cloud software company made the announcement just after publicizing a partnership with Intel to allow GSIs and VADs to gain more autonomy and deliver their own branded hyperconverged infrastructure solutions. Nutanix launched the channel charter, Power to the Partner, last summer, with the stated intention of giving partners a program framework that is different from traditional channel programs.

Learn more about the changes, which will also give resellers more opportunities.

HP gave its premier U.S. print channel partners access to thousands of managed-print services (MPS) specialty accounts.

The company previously handled those accounts but has expanded partner participation. HP plans to dedicate its MPS specialists to only its largest specialty customers, and it will collaborate with the channel for the commercial and public-sector accounts it is targeting.

Read more about the new opportunity for HP partners.

All current indications are that Oracle's purchase of Talari Networks will not drastically change the SD-WAN vendor's channel apparatus.

We asked Teneo, a long-time Talari partner, about how the transaction would affect it. Teneo's chief technology officer said that he expects Talari's channel program to stay the same. That echoed the sentiments of George Just, Talari's vice president of sales, who said Oracle will not subsume his company.

His comments appeared in our latest SD-WAN roundup.

Cybersecurity startup Jask signed its first distribution agreement.

Exclusive Group, which deals with security-only offerings, will distribute Jask‘s Autonomous Security Operations Center (ASOC) platform. The agreement accelerates Jask's market penetration on a global level, initially in Benelux, the Nordics and the U.S., and expanding to other countries in the future.

Read more about Jask's decision to pick this distributor.

Telinta, which provides cloud-based switching and billing services, partnered with SMS provider TextBetter to build a new solution for VoIP service providers.

Service providers that were already using the Telintia hosted "softswitch" platform can add TextBetter's white-labeled SMS services create more comprehensive solutions. TextBetter lets U.S. phone numbers use email to send and receive text messages.

Read what Telinta's vice president of marketing and sales told us.
HTG 360

Managed security provider HTG 360 signed with Florida-based master agent Telecom Consulting Group (TCG).

HTG had been operating in an exclusive partnership with Telarus up until November, but CEO Chris Ichelson said adding new master agents to its fold helps the company become more visible in the channel and acquire new partners.

Read what Ichelson had to say to us about his company's recent initiatives.


Convey Services introduced a new program that helps vendors deliver marketing solutions to channel partners through master agents.

The 2019 Sales Partner Outreach Program upgrades partner marketing using Convey’s master agent portal technology and email campaign platform. Convey has a network of 40 master agents and more than 23,000 sales partners.

Convey announced the new program the first week of December.

Infovista finished rolling out its two-tier channel strategy with a new partnership.

The vendor teamed up with the distributor Westcon-Comstor to deliver the Ipanema SD-WAN solution to new partners and service providers worldwide. Infovista had announced an "all indirect" strategy the previous month.

Read the press release about the partnership.

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