Daisy picked for partner initiative


Distributor says new Vodafone tiering programme will help educate mobile-centric dealers to sell unified communication products

Daisy Distribution hopes the launch of its Vodafone Partner Programme (VPP) will enable it to become a leading player in the unified communications market space.

The airtime distributor, a Vodafone ‘Platinum’ partner and the only distributor to supply Vodafone airtime directly, launched its Vodafone Partner Programme to its 520 dealer partners last week.

Daisy Distribution is the combination of Anglia Telecom and Fone Logistics, which were bought by acquisitive reseller Daisy Group for £17 million in August 2009 and £3.6 million in June 2010 respectively.

The programme, which replicates that launched by Vodafone in September, will see dealers placed in either ‘gold’ or ‘silver’ categories, based on the volume and quality of Vodafone business put through Daisy Distribution each month.

It is understood chosen gold dealers will receive improved commercials and volume bonuses than those in silver, as well as increased levels of support, similar to the structure used by Vodafone with its direct partners.

Daisy Distribution said it is currently reviewing its dealer base to determine which category each is placed into, although it said the “majority” would start in silver, but will have the opportunity to move up based on their performances.

Daisy Distribution managing director Dave McGinn (pictured right) said he was confident the new tiering programme will help educate mobile-centric dealers to sell unified communication products, including Vodafone One Net and One Net Express.

McGinn said: “We’re looking at expanding more into the PBX and fixed-line product sets with the majority of our partners that are currently focused on just mobile.

“People ask me if the fixed-line market is in decline. It depends on where you start and we’re beginning from scratch, so everything else for us is an increase.

Vodafone has around 10,000 customers on One Net Express and we’re looking to improve on that figure.”

Daisy Distribution head of marketing Julien Parven (pictured left) added: “This is part of a transitional journey that will migrate our partners from purely mobile-centric to recognising the drive towards converged communications and the complete interaction of wireless and wired environments.

“It’s about understanding the way the market is evolving, with products such as One Net Express becoming available to them.

It is challenging and inviting them to consider their business models and see how they can be adapted in reflection of the changing environment.”

Vodafone UK head of partner services Dale Parkinson said there are no immediate plans to open up the partner programme to any other distributors.

Parkinson stated: “This represents a significant investment for Daisy Distribution and Vodafone. Our commitment at present is to
developing this programme with Daisy Distribution and the benefits that can be provided to its partner base.”