By Susan J. Campbell, TMCnet Contributing Editor

Master agent Telarus carrier, Level 3 Communications (News - Alert), has unveiled a new channel strategy. The Solution Provider Partner Program for VARs represents the company’s entry into the VAR world, according to Michal Jerich, vice president of Level 3’s Indirect Channel. This move also demonstrates Level 3’s belief that not all partners are the same. 

The announcement was recently covered in a report, exploring the latest in news for the master agent carrier. According to Kate Rankin, Level 3’s senior director of Media Relations, the various business strategies VARs bring to the table determine their level of preferences regarding control and account engagement. As such, there is a large demand for flexibility in the provision of carrier services. 

Level 3’s new partner program allows for a variety of options for VARs, including the distinction of a referral partner, a subagent to a direct master agency or a direct agent. Co-selling with the company’s direct sales channel is a new option available under the Solutions Provider Program. 

Rankin added that the key difference with this new master agent program is the creation of an entirely new team with backgrounds in the world of VAR, IT and solution providers so as to appropriately help guide these professionals in the selection of the right partner program. Members of the team also tout deep ties with local sales territories so as to lend robust support in on-boarding and go-to-market planning for partners.

Pre- and post-sales support is also available to Solution Provider Program participants through the traditional Channel Partner (News - Alert) Program. VARs already engaged through the Channel Partner Program will not be reassigned to the Solution Provider Program as the company anticipates a natural progression from the Referral Program.

While Level 3 is not disclosing the number of VARs currently enrolled and recruitment goals have yet to be determined, Rankin did share that the company is dedicated to growth through existing partners while extending opportunities to VARs and solution providers migrating to cloud services or other business models. 

Much of Level 3’s success is due in part to its master agent relationship with Telarus. The latter creates a community of agents able to work together to broker the best deals for their clients, while also creating opportunities for agents to prosper. The master agent can easily quote Level 3 products in real-time using Telarus’ GeoQuote, a patented quoting mechanism. Agents are also able to deliver Level 3 Ethernet quotes along with a Google (News - Alert) map to demonstrate the buildings and underground fiber routes available for optimal connections.

In working together, Telarus and Level 3 power a highly reliable and robust Internet backbone, providing for the communications needs of a dynamic customer base in a constantly evolving industry. With Level 3’s latest announcement, Telarus (News - Alert) agents will have access to additional channels and improved resources to ensure the optimal customer deployment.

Want to learn more about the latest in communications and technology? Then be sure to attend ITEXPO Miami 2013, Jan 29- Feb. 1 in Miami, Florida.  Stay in touch with everything happening at ITEXPO (News - Alert). Follow us on Twitter.

Edited by Jamie Epstein