Giving VARs an edge in CTI -- Distributors Beef Up Line Cards, Expand Support Offerings
December 8, 1998
COMPUTER RESELLER NEWS via NewsEdge Corporation : New York -- As the computer-telephone integration (CTI) market emerges and open standards for computer-based telephony continue to evolve, distributors are working toward creating line cards and support programs to help resellers cash in on the market's double-digit profit potential.
"As CTI technology evolves, so do the opportunities," said Joe Serra, director of computer telephony at Tech Data Corp., Clearwater, Fla. "We are consultative in helping resellers understand the opportunity from a growth perspective and in meeting demands of the end-user community."
Over the past year, Tech Data added 31 new telephony product manufacturers to its product roster, including Siemens AG, Comdial Corp., Northern Telecom Ltd., Brooktrout Technology Inc., Dialogic Corp. and Micom Communications Corp., a Nortel company, according to Tech Data officials.
To educate VARs, many distributors offer road-show training programs to help resellers define the opportunities in the CTI market and to understand the available software and hardware.
"We have heard loud and clear from resellers that what they need in this area is training," said Carl Glick, director of network and communications at Merisel Inc., El Segundo, Calif.
To meet this need, Merisel expects to launch a CTI program next quarter. The program, which will be aimed at small and midsize resellers, will include Web-based training opportunities for resellers, as well as instructor-led training in various cities around the country, Glick said.
Next year Tech Data will host a nine-city road show focused on CTI technology, as well as providing telephony information at Tech Data Expos.
Catalyst Telecomm/CTI Authority, the computer telephony division of Greenville, S.C.-based ScanSource Inc., designed its TechTeach road show to educate resellers about CTI as well as to recruit them to the technology, said Michael Stahl, company founder and vice president.
The program includes half-day seminars and a mini trade fair. In addition, many distributors are upping their presence at trade shows and CTI-specific industry events.
Some resellers, however, question the depth of knowledge that distributors can bring to this new market.
"Distributors often don't have the depth of knowledge to be able to help us," said Michael Carpenter, president of CT Pioneers, a consortium of VARs that focuses on computer telephony.
Resellers definitely are looking for strong presales support from distributors-and distributor executives said they are working to increase their ability to help resellers choose the right solutions.
In fact, executives at Santa Ana, Calif.-based Ingram Micro Inc. estimate that roughly 70 percent of its total 7,000 technical support calls a day are for some sort of presales advice. As equipment floods the marketplace, choosing products that work well together to meet a certain set of requirements can be confusing.
"Our experience is that VARs don't need us calling to sell something, " said Tech Data's Serra. "They need someone to work with them to look at opportunities, develop a strategy, make product recommendations and help them meet end-user requirements."
In response, distributors are adding salespeople trained in helping VARs wade through customers' CTI requirements, then translate those needs into a product-specific solution.
"We have partnered with several leading brand-name companies to get VARs into the computer telephony business," said Laura Skinner, vice president and general manager of the Telecomm Integration Division at Ingram Micro. "Through our technical support group, we can help recommend solutions to help resellers get their arms around the CTI business."
In addition, distributors are offering "soft bundles" of hardware and software that are tested to work together. These programs let resellers claim the profit inherent in systems integration work, while allowing distributors to figure out which products work well together to meet specific needs, according to distribution executives.
"Resellers want to know that the products will work together, but don't necessarily want us to do the integration for them," said Skinner.
HAILEY LYNNE McKEEFRY is a freelance writer based in New York.
Copyright c 1998 CMP Media Inc.
By Hailey Lynne McKeefry
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