Leave the VoIP to Us

Ketchum rolls out agent program for data-networking solution providers By Larry Hooper, CRN San Jose, Calif. 3:55 PM EST Thurs., Aug. 09, 2001 Network solution providers that want to play in the voice over IP space face a steep learning curve when it comes to adding the capabilities necessary to offer IP telephony solutions. While many of them are taking the plunge, many others don't want to take on another core competency. At least that's how Mike Vrh sees it. Vrh, director of business development at Ketchum Integration, San Jose, says his company can help data-networking solution providers that don't want to add more capabilities. Ketchum, an integration firm founded to focus exclusively on VoIP, is rolling an agent program aimed at such solution providers.

Ketchum's Vrh(l.) and Swendsen say many network solution providers don't want to take on another core competency. Ketchum has relationships and certifications with several IP telephony vendors, including 3Com, Shoreline, Praxon, Toshiba and Interactive Intelligence, to cover the VoIP gamut from small businesses to Fortune 500 enterprises, Vrh says. The company also markets Cisco IP telephony products and provides integration services through a certified Cisco partner.

Why would a networking solution provider pass on VoIP work to another integrator? How about five to 20 points, Vrh says.

Ketchum aims to build its business by establishing a group of networking solution providers as agents to sell its services to their existing clients. In return, Ketchum provides sales training and commissions on all hardware, software and services sold by the solution provider.

So far, Ketchum has signed agent agreements with about 10 networking solution providers and implemented 20 projects, says Mark Swendsen, vice president of sales and marketing at Ketchum. "A lot of data VARs are interested in providing voice solutions to their clients, but developing the expertise necessary in-house takes a long time," he says. "We offer data VARs a quick head start in the VoIP solutions business."

The agent program came at the right time for Petaluma, Calif.-based PlanIT Solutions, says Jim Lewis, the company's president. Lewis says his start-up clients are asking for IP telephony solutions, and voice dealers in the area are starting to offer VoIP and data-networking services.

"One way or another, we needed to offer voice solutions," Lewis says. "But we'd have to stock all the voice products we offer to be able to provide service to clients."

PlanIT's relationship with Ketchum allows it to offer voice solutions to its clients without taking on the added overhead, Lewis says.

Kevin Kirks, vice president of sales and marketing at Campbell, Calif.-based solution provider Total Corporate Services, says his Silicon Valley clients are asking about VoIP solutions, so his company needs to offer them. "We had to ask ourselves whether we wanted to become experts in another technology and take on more product lines," Kirks says. "We already have so many service offerings it just didn't make sense to add another. At Ketchum, they are experts in the VoIP arena, and we get compensation for what they provide to our clients."

Network solution providers can brand the service as their own, with Ketchum providing the work, or they can present Ketchum as their VoIP partner, Vrh says.

Ketchum's program provides a template to develop a return on investment analysis for clients considering the switch to VoIP, Vrh says. "A lot of talk in the VoIP market right now is about the added benefits of applications and managing one network instead of two," he says. "But companies with a WAN can save a lot of what they spend on communicating between offices."

Ketchum's IP Agent program provides network solution providers with sales training, technical training, marketing and sales support and technical support, Vrh says. In addition, agents that purchase demonstration equipment and have an in-house IP specialist will earn 20 percent on Ketchum's sales to their clients. Agents that forego the demonstration units but keep an IP specialist on staff will earn 10 percent, while agents that opt out of both the demo equipment and the IP specialist will earn 5 percent, he says.