VirtualBox introduces ‘whitelabeling’ for partner channels

Whitelabeling allows VirtualBox partners to brand the services as their own

November 14, 2009

Whitelabeling allows VirtualBox partners to brand the services as their own

With over 1000 users already making use of its Software as a Service (SaaS) offerings, Internet applications specialist VirtualBox is ready for much higher volumes. VirtualBox is introducing a ‘whitelabeling’ option for its partner channel and expects to reach a far greater audience than ever before.

Whitelabeling allows partners to brand and offer underlying VirtualBox services as their own solutions.

According to Pankaj Pema, VirtualBox managing director, since its launch in March this year, the company has steadily picked up clients which are ready to put SaaS to use in their organisations. “These really are the early adopters; we entered the market fairly slowly and steadily as this provides the ability to test in practice what is accepted in theory.”

The concept of SaaS is viewed by many as the future of application delivery; in terms of this model, the service provider takes responsibility for all aspects of the application, including hosting and maintenance, while the user accesses it over the Internet.

“Apart from a few minor hiccups, we have demonstrated that SaaS works very well. We have large corporations using our services successfully and as a result, we’re now ready to take it to a broader market,” Pema confirms.

Explaining its partner channel, Pema says three levels of partnership are offered. “Affiliate partners provide referrals; Specialist partners have expertise in a particular service area, such as CRM or enterprise project management; and Premier partners offer highly specialised niche expertise.”

Whitelabeling is aimed at the third level. Pema says organisations such as banks, online retailers and other companies which have large customer bases fall into this category.

“Whitelabeling VirtualBox services effectively equips these companies to offer own-branded value-added services to their existing client base. Banks, for example, are increasingly looking to differentiate themselves through the provision of additional online services such as business support tools. VirtualBox provides the ability to deliver application services, too. It is something our partners have requested and which we believe will further advance the market for SaaS applications.”

With 60 existing partners, Pema says the intention is to develop the channel further. “Whitelabeling effectively extends VirtualBox further into the market as each Premier partner which is approved for this model effectively replicates our company and opens up an existing customer base to our services. We retain responsibility for the underlying infrastructure and service levels, while the partner retains the customer relationship with its own branding of the services delivered.”

“We’re ready to take on large numbers of users; if we were to add three to five thousand new users overnight, we have the resources to support and manage them effectively,” Pema concludes.