Since the beginning of business communications, one key element has always existed to assist with getting these technologies into the hands of enterprises across the globe. Resellers, a prominent figure in the enterprise communications sphere. They have the ability to white-label existing communications solutions to make it their own, which gives them a lot of freedom and flexibility to customize offerings for customers.
This comes with some complexities, however, according to Izabell Balash, Head of Product, 2600Hz, who told me the point of white labeling is to give resellers the power to go out and focus on their marketing, branding, and sales best practices. She added you need to ensure resellers have everything they need in terms of tools to serve their clients and also be mindful that each of those tools can represent the reseller’s brand.
“This means you have to account for reseller tools, which involve branding solutions so they can white-label everything from their login portal to their low balance alerts”
Izabell Balash
Balash said, 2600Hz has to provide tools for admins who handle everything from customer account set-up to creating call flows, buying numbers, device provisioning, creating call queues, and more. Tools for end-users that let their customers listen to voicemails, send faxes, transfer as well as park calls, and dial into their video conference bridge must too be present. “This has to be seamless and go off without a hitch, with anonymity, branding, and compliance in mind,” Balash added.
Desktop and mobile applications available in app stores have even more complex security requirements, which she said, “Sometimes require crafty workarounds to remove any trace of 2600Hz branding.” All of the company’s partners have deployed white-labeled solutions, thanks to its open-source UC platform KAZOO and its 300+ open APIs. “The goal is to empower partners to build their brand, gain recognition in the market, and to create as well as nurture strong relationships with customers,” according to Alisa Bartash, Head of Marketing, 2600Hz.
The benefits of this for partners are unmatched, as they can white-label every aspect of their customer solution to contain their branding.
Alisa Bartash
“There’s never any mention of 2600Hz, and our partners can brand everything, from their login portal to the email templates with their logo, brand colors, social media links, and more,” according to Bartash
With a strong white-labeled solution, resellers gain more control over their margins, reliability, and support in many instances, which all provide a great deal of capacity to resellers and customers who expect quality deployment, customer service, etc. Not to mention, one of the biggest benefits is that white-labeled solutions are kind of like having an in-house developer at the fraction of the expense.
“They don’t have to spend tons of time or lots of money building their own solution from scratch, which lets them bring a solution to market faster and more easily,” Bartash added. With deployments of cloud-based communications solutions on the rise thanks to the novel Coronavirus, the number of resellers likely rose as well. On a global scale, reselling’s seen in almost every industry as a strategic move, from grocery stores to technology end-points – the reality is that white-labeling is far spread and can be profitable.
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