A strategic alliance between Wireless Logic and Varlink, supported by Telefonica
As a specialist, value-added distributor of mobile computing and data capture products, Varlink is a leading organisation which in turn works with multiple resellers providing ‘end to end’ hardware and software solutions to customers in the UK and throughout Europe. Underpinning all that Varlink does is an understanding that their customers deserve outstandingly executed distribution services supported by a range of value-added services including rapid despatch, hardware configuration, and specialist account management. A missing piece of the complete distributor jigsaw was mobile data connectivity – an area that until now Varlink had preferred to push back to their own resellers and encourage them to connect with providers.
The relationship between Varlink and Wireless Logic resulted from discussions held between Telefonica and the Varlink Alliance Partnership team. The team are charged with developing key partnerships with suppliers to create more value and support for its own client base. Having been approached, Telefonica chose Wireless Logic as their lead Global Partner to become part of the Varlink partnership programme.
With the relationship commencing in late 2014, its core aims have been to encourage Varlink’s reseller base to consider connectivity as part of their overall mobile computing product solutions. With Varlink’s support network, the drive to encourage connectivity inclusion has been based around:
- Better retention of end-user customers as they create longer contractual agreements
- One-stop shopping so that resellers market a complete mobile computing solution – a more simple purchasing process for their customers
- New levels of expertise as resellers partner with Wireless Logic to provide advance M2M connectivity consultancy and value-added services
- Big opportunities to earn through commissions and recurring revenue
The results
During the first period of the new alliance, Wireless Logic attended Varlink’s ‘Meet the Manufacturer’ event, a unique opportunity to meet over 100 resellers. This has been followed by an intense marketing drive including eshots, supporting marketing collateral, a free-trial led sales promotion and telemarketing programmes. In all cases, the key messaging has focused around specialist support on hand, and the ability to create new revenue streams.
With Telefonica and Varlink’s support, the conversion of resellers has progressed throughout the year – adopting a new mindset takes time, though the results are rewarding for organisations that have converted existing and new end-users with the connectivity offering. Resellers can now offer multiple mobile network connectivity complemented with ‘bolt-on’ solutions such as secure VPN overlay, comprehensive management and control tools, and full technical support from teams who have worked across numerous sectors and applications.
Jon-Paul Clarke, Business Development Director for Wireless Logic comments: “Our work with Varlink has been ground-breaking as our exposure to resellers and solution providers within the mobile computing space has increased significantly. It is a win-win for all: Varlink has enabled its customers to open new opportunities to win more business and create a more value-driven offering integrating connectivity as part their overall solution.
“We have worked closely with a growing number of Varlink’s customers – it’s apparent that Wireless Logic’s presence and managed services solutions are of real benefit. We are adding a layer of specialist consultancy which is helping Varlink’s customers and their customers avoid pitfalls which can so often beset organisations seeking resilient data connectivity solutions.
“We are almost one year in on Varlink’s Alliance Partnership programme. With the support of Telefonica, this has been a good business move. In essence, we’ve simplified a complex and unchartered area for resellers – they can now sell connectivity services with confidence.”
Mike Pullon, Chief Executive for Varlink comments: “Having an Alliance Partner such as Wireless Logic allows Varlink to go beyond the expected traditional services of an IT distributor, increasing our value-add and enabling us to build stronger relationships with our customers. We look forward to building on our relationship with Wireless Logic in the future and continuing to tie in the data connectivity message to our traditional hardware offering.”
