Whale Communications is using master resellers instead of distributors, as part of its plan to give resellers a low risk entry into the client-less virtual private network market.
The vendor has named UK reseller Eurodata Systems as a Premier value add reseller (VAR), which will take on a support role for its e-Gap product in the UK.
Whale's new partner programme is designed to reduce the risks to resellers of making upfront investments in new vendor partnerships.
The programme will have three tiers. Top will come Premier VARs which will play a master reseller role, then VARs which have invested in training to sell and support Whale products.
Associate Solutions partners will receive support from the top tier with no need to invest "until they want to move up the chain", said Bruno Weinberger, responsible for international business development at Whale.
"We are providing a model that allows resellers to make immediate revenue without having to risk investing a lot upfront," he added.
Eurodata, which was Whale's first UK reseller, is the first to take on a role of Premier partner and is already supporting the vendor's second UK reseller, Sapphire Technologies, which will be supported until it is comfortable with the product.
Des Lekerman, managing director at Eurodata, which will take margin, said: "It is in our interest for the product to do well. We are a reseller and we understand what resellers want.
"We will give them the pre-sales and integration skills and not take the customer off them because we understand the importance of the relationship between a reseller and customer."
Whale explained that it considered the importance of reseller relationships with customers as well as the risks associated with investing in strategic relationships with vendors when devising its model.
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