Home → Unified Communications Reseller Opportunity: Why it Pays to Put Constant Evolution at the Heart of Vendor Partnership Leading hosted telephony provider NTA on adopting, adapting, and improving 3 Sponsored Post Unified Communications Insights Published: November 21, 2024 Simon Wright Technology Journalist The answer is yes. Now, what’s the question? It’s a mantra that demonstrates businesses’ unequivocal ability to do right by their customers, regardless of the demands placed upon them. It speaks to agility, adaptability, and constant improvement: precisely the kind of qualities which organisations of all types crave from their technology service providers. After all, the unified nature of today’s modern communications stack is nothing if not fast-evolving. For Managed Service Providers (MSPs), Value Added Resellers (VARs) and System Integrators (SIs), helping their customers keep pace can be a challenge. After all, businesses that depend upon cutting edge, fully-unified technological processes are increasingly reliant on their providers to keep them not only up and running 24/7, but also sufficiently able to deliver new functionality. The key to success? Partnering with a vendor that can not only provide the solutions and the commercial models to enable all parties to thrive, but also the ‘can do’ collaborative culture needed to quickly and effectively address those businesses’ changing demands. “Organisations must communicate in ways that their customers communicate; there isn’t a single magic bullet for all – that means MSPs, VARs and SI’s must be able to offer multiple means of solving multiple challenges,” says Stephen Glaister, Channel Development Manager at leading UK-based hosted telephony provider NTA, whose white-label suite of solutions is backed by an ‘adopt, adapt, improve’ attitude towards fostering mutually-beneficial partnership. Often, we can develop products and fixes which enable partners to satisfy those customer requirements; however, sometimes we are limited by what is possible. But our aim is always the same: to produce more and more functionality and products all of the time so that our reseller partners maximize their potential to succeed.” To that end, NTA has a dedicated email address via which its partners can submit requests or suggestions. Also, it provides partners access to its constantly-evolving roadmap; enabling them to trial and test upcoming or in-development technologies and assess their value to customers existing and new. And, at least every two weeks or so, it conducts what it calls ‘sprints’ – updates or changes to existing solutions designed to enhance effectiveness. “Sometimes it might just be a minor change to something and other times it will be something much more significant,” says Cliff Chandler, NTA’s Head of Sales. “It is an approach we know is reassuring to our partners because they know we are constantly striving to improve the offer. They can also add value to a solution or product by repackaging or rebranding to make it more than just the sum of its parts. In many cases that means they are able to enhance their profitability, which is of course great.” It all works so well because the omnichannel, multi-functional NTA hosted platform is its own: developed by its own experts and supported by its own engineers. A dedicated NTA onboarding team provides training in deployment, functionality, sales, and marketing. There is also free access to NTA’s own integrated billing platform. Fully-ticketed support is provided 24/7 and there’s a telephone number whenever specialist help is needed. “It’s all possible because what we do is ours,” says Chandler.