BelAir Networks enhances its partner program

BelAir Networks, an Ottawa-based solution provider of mobile broadband mesh networking solutions, has revamped its Complementary Solutions Partner (CSP) program to offer partners guidance and support as they sell solutions to their customers.

The new CSP program is an enhanced version of BelAir’s earlier partner program. Jim Freeze, senior vice-president of marketing and alliances at BelAir Networks, said one of the main differences between the two programs is that previously, the company wasn’t doing a good job of educating customers about technology used under real circumstances.

“We haven’t been so public talking about technology in the real world and how it helps customers in real deployment,” Freeze said. “We wanted to re-launch with a different emphasis, with proven technology and installations that are up and running today. It has more value for our customers if (we) can talk about how (the technology) is being used.”

Freeze was also quick to mention that the company teaches partners how to sell products as solutions, as opposed to just selling them as products.

“Increasingly, what we see from our customers is they aren’t so much looking for a product, but more for a solution,” Freeze said. “It’s individual pieces of technology and services and when wrapped together, it’s a solution to a particular problem a company has.”

BelAir Networks has about 25 technology partners and its VAR community numbers about 70.

“There’s no shortage of partners that are eager to work with us,” Freeze said. “We don’t want partners just for partner’s sake. It’s less about the numbers and more about the solutions.

When it comes to customers, Freeze says BelAir targets technology and service companies whose infrastructures work well with BelAir’s product portfolio. To help reach these customers, BelAir relies heavily on its VARs to help spread the word.

“We have outreach marketing programs and we have our VARs that help get our message out to market with our go-to-market strategies,” Freeze said.

In addition to marketing support, BelAir’s CSP program also follows a single-tier structure instead of a multi-tiered model.

“Sometimes simplicity helps,” Freeze said. “We focus on what would be a value to our customers and through working with them and having discussions, they want a solution that works.”

Partners in the CSP program can also take advantage of joint sales tools and technical certification processes and development funds. To help further drive sales, BelAir also has a rebate program for partners that demonstrate their sales success.

“BelAir has spent a lot of time to develop the program,” Freeze said. “And we’ve invested heavily in order to make it more successful to our customers. We’re significantly increasing the investment we’re making in Canada and across the globe and we’re excited to see this continue.”

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Maxine Cheung
Maxine Cheung
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