Ruckus Networks Channel Chief Kritzer On Stoking Channel Growth With New Program

'We've seen that there are partners looking for an alternative solution and are really keen to do more with Ruckus,' says Ruckus Networks Global Channel Chief Raelyn Kritzer.

Cloud Focus

Ruckus Networks Global Channel Chief Raelyn Kritzer is eyeing rapid growth in the company's partner ranks as it launches a new cloud-focused partner specialization program designed to both encourage existing partners and win over partners from competing vendors.

Ruckus launched its new Ruckus Cloud Wi-Fi specialization program Thursday to capitalize on the early success of its Ruckus Cloud Wi-Fi solution launched about 18 months ago. The company has about 200 partners selling the cloud Wi-Fi solution today, and that number is growing rapidly, executives say.

Kritzer said there's been a lot of interest in the solution from existing partners that have used traditional on-prem Ruckus solutions and now want to transition to cloud and recurring revenue streams. The company also plans to set targets next year for new partners coming into the program who haven't sold Ruckus in the past, Kritzer said.

"We've seen that there are partners looking for an alternative solution and are really keen to do more with Ruckus," Kritzer said. "Cloud Wi-Fi presents a really good opportunity for them to do that. We're also looking for net-new, partners that are expanding into retail, perhaps, and looking for a low-cost, high-quality solution."

What follows is an edited excerpt of Kritzer's conversation with CRN.

What are your hopes for the new Cloud Wi-Fi Specialization program? What do you want to see from partners?

We'd like to see more of our existing partners who are already starting to expand their skillsets into cloud to be more engaged with us on this technology. We know there's another channel out there that is more of a cloud-based model, so we're looking to get new partnerships out of this, as well. Those can be partners that are hosting, or doing a cloud resale model. We're really looking to expand the ecosystem. We're looking for those combinations over the next six- to nine months.

W here do you anticipate new partners coming from?

It's a combination of partners that are working with some of our competitors today. We've seen that there are partners looking for an alternative solution and are really keen to do more with Ruckus. Cloud Wi-Fi presents a really good opportunity for them to do that. We're also looking for net-new, partners that are expanding into retail, perhaps, and looking for a low-cost, high-quality solution.

How successful have your partners been in adopting a public cloud strategy? Is it mainstream at this point?

I think it has to be. The whole third platform has kind of forced that onto partners. We've been saying for years now that you have to evolve or die. I think a lot of partners have come a long way. Cloud Wi-Fi presents a great opportunity for partners who may be doing more of the initial design with the customer, but aren't necessarily providing the services on the backend. It's a great way for partners who are making that move, but maybe not as aggressively as others, to get into this space and partner with a great vendor like Ruckus that's going to hand-hold them through the process.

How do the new program elements stack up against competing vendors' programs?

One of the areas where our program is especially strong is we have a focused overlay team that specifically targeted to working with partners in these opportunities. We've added resources to help support this. In addition, a lot of specialization programs are designed for the vendors' top tier partners. We're recognizing that partners will come in, but not necessarily make the revenue requirements of some of those top tiers. We're more interested in the profile of those partners versus their revenue out of the gate. We've designed the benefits to complement that. It's more of an upfront investment in dollars, leads and the overlay team. Resources focused on the initiative are always a huge benefit to the partners so they feel like they're being truly supported.