David Joplin, Head of Channel Sales at Exponential-e, explains how the company's evolving network proposition continues to pay off for partners.
Exponential-e was established in 2002 by Lee Wade who continues to steer the company's direction and strategy today as CEO. The organisation now employs 200-plus staff and works with over 300 channel partners including carriers, systems integrators, referral partners and VARs, and boasts more than 1,000 corporate customers. Operating its own network means Exponential-e is able to define the way technology is used to deliver multiple services over one single connection. Its 100GigE next generation infrastructure means that once connected customers gain access to their own private cloud of business services.
"Our company's brand essence is innovation in motion," commented Joplin. "With the proven history of our Ethernet Layer 2 VPLS network being used to deliver business critical services since 2002, our network continues to be the backbone of the services we and our partners are able to deliver. With a smart approach and trusted relationships Exponential-e continues to offer channel partners opportunities to wrap their own services around our network while also leveraging the Exponential-e service portfolio at any step which suits their business and their clients."
In 2005 Exponential-e designed and built a VPLS network giving enterprises a simple any-to-any Layer WAN on which to build their services. In 2007 the indirect channel was started at the same time as the launch of the Smart Internet (formerly PowerNGN) service and SIP Gateway service. "These products combined are key to the channel growth," added Joplin.
Moving into 2011, the channel had grown and needed to be split into three key teams. "These teams then started to exploit the investments in data centres and our 100Gig core network upgrade," explained Joplin. "This allowed partners to take advantage of cloud services behind the clean side of the firewall thus removing any of the security concerns. In 2013 we will be building on these services with the Insight portal for monitoring and management which allows true managed services to be deployed whatever the skill set."
Exponential-e made significant investments in cloud and data centre infrastructure last year resulting in its own Virtual Data Centre offering and wider cloud services including Online Backup and Replication. And early 2013 saw the launch of its enterprise-class colocation offering. "The VDC service is designed for channel partners to replicate customer infrastructure and data from one site to another over our carrier-class network with dedicated connectivity," noted Joplin. "This service complements our traditional network and enables voice and network partners to migrate into cloud services easily with the same visibility and SLAs expected from Exponential-e. The service offers partners the ability to support clients' IaaS needs from replicating a Mitel PBX to managing an entire server estate, and can benefit partners by increasing margin opportunity while passing on cost savings to end users."
Billed as an easy win for partners the online backup service offers snapshots and live replication of the customers' applications. It is positioned as a cost-effective step for partners to offer online backup into their service portfolio while also being an opportunity for experienced partners to diversify into another provider and potentially benefit from the cost savings this service could bring.
"Exponential-e's Server Replication service is designed for flexibility with high availability and on demand options," added Joplin. "The service offers live backup and combines the benefits of our network and VDC service offerings to create a full disaster recovery solution and business continuity solution. Partners are able to extend existing customer VLANs into our replications service which offers a new revenue stream and is easily incorporated into their end users existing infrastructure."
All Exponential-e services take advantage of its Layer 2 VPLS network and are incorporated into existing end user infrastructures. This enables partners to upsell services through one provider rather than building a disparate infrastructure for clients through many service providers, resulting in cost savings, flexibility and ongoing sales opportunities, according to Joplin.
He added: "Our investments in network and services is designed to deliver for our partners today and in the future as they expand and develop. Supporting cloud and voice are key catalysts in driving network sales. The SLA, Layer 2 services and visibility of the network are key advantages. Once connected even through a simple service such as Business Internet partners can continue to upgrade their clients and add services as they grow and add further, perhaps managed services to their own portfolio."
Looking ahead the network will still be key to what Exponential-e does but the commercial model to channel partners may be very different to how it is now, stated Joplin. He also noted that DSL type services have always been something that the firm has had in its portfolio but not really focused on. "The new FTTC access products may change this," he said. "GEA is available as a layer 2 service and there we can offer our converged solutions encompassing voice, Internet and cloud for the partner to take to the SME and remote worker market."•