The VAR Guy

Like many of its larger rivals, Digium is launching specializations within the company’s global channel partner program. If the strategy works as advertised, Digium’s open source IP PBX partners will gain deeper expertise in unified communications and VoIP telephony solutions. Here’s a look at Digium’s strategy and the implications for VARs.

First, a little background: Digium‘s channel partner program has been in growth mode and now ranks near the top of The Open Source 50, which tracks the most successful open source channel partner programs. In fact, partners now drive nearly 70 percent of Digium’s revenue.

Still, Digium isn’t resting on its laurels. The new Digium Channel Certification program recognizes partners for their specializations in Digium’s Switchvox unified communications offering and/or Asterisk telephony solutions, according to the company.

Digium’s Select and Registered Channel Partners may now become Certified Switchvox Partners by completing the Switchvox online training requirements. The certification helps VARs to sell, configure, and support Digium’s Switchvox SMB solutions, Digium says.

Moreover, Digium adds, organizations that wish to be recognized as Certified Asterisk Integration Partners must execute a Digium Select or Registered Channel Partner Agreement and pass the Digium Certified Asterisk Professional (dCAP) exam and online Digium product training. Integration partners are trained to design, implement and support Digium telephony solutions based on Asterisk — the open source IP PBX platform, Digium notes.

And here’s a rather interesting twist: Integration partners will also be featured on the Digium AsteriskExchange, an online marketplace that connects customers with Asterisk-related products and services.

Small But Disruptive

Admittedly, Digium faces massive entrenched rivals like Avaya, Cisco Systems, and Hewlett-Packard. Plus, emerging companies like ShoreTel seem to be enjoing VoIP and unified communications success.

Still, Digium continues to show momentum on multiple fronts. In addition to growing its partner program, Digium says the company’s AstriCon conference (scheduled for Oct. 26-28 in Maryland) has attracted more than 20 partner sponsors.

During a 2009 interview, Digium CEO Danny Windham assured partners that Digium was profitable and channel-driven. That mindset helped Digium to attract a distribution agreement with Synnex in March 2010.

Now, Digium is further expanding its partner program effort. The VAR Guy wonders: Are networking industry giant’s taking notice?

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