Wasp Barcode Creates Buzz Around VAR StrategyWasp Barcode Creates Buzz Around VAR Strategy

To deliver innovative solutions to its broad array of SMBs, Wasp Barcode Technologies relies on a diverse base of channel partners. Now those solution providers and integrators are getting some face time with Chris Wilkes, the company's newly named national channels manager.From these conversations, Wilkes hopes to glean the information he needs to fine-tune Wasp's partner initiatives. Currently, the Plano, Texas-based company has a single program, called WaspLink, which is designed to help VARs "profitably serve small businesses" via barcode solutions that include asset management, point-of-sale, attendance tracking, and asset management.

Wasp solution providers are a varied bunch, and so are the customers they serve, so the goal here is to get familiar with partners and move away from a "one size fits all" channel approach, instead developing structured, tiered programs that allow VARs to pick and choose the Wasp solutions and services they need, Wilkes says. "These partners aren't just delivering IT solutions to their customers," he says. "They have relationships with their clients; they know each client's business and how it works, and their goal is to drive efficiencies across the board. If a VAR sells an asset-tracking solution to a customer with 20 to 30 users, they can look a little deeper into the business to see if there are other ways to improve day-to-day processes. Maybe the customer is still using an old-fashioned time clock and would benefit from an updated attendance-tracking system."

Grant Wickes, vice president of marketing at Wasp, says that 50% of the company's customers have between 5 and 99 employees and 80% have fewer than 250, so, in most cases, these clients are leaning on solution providers for some kind of managed services. More and more, VARs are becoming MSPs, and Wasp is developing its partner programs with that evolution in mind.

Once Wilkes has completed the information-gathering process, he hopes to use that knowledge to develop an "in-depth VAR strategy that the company will put in place later this year." Wilkes, who boasts 20 years of experience working with the reseller community, has held executive posts at Incentra, Sterling Software, Stornet, SANZ, Pioneer-Standard Electronics, and Southwestern Bell Telephone.

"I joined the Wasp management team because I was impressed with the strong demand for Wasp's complete small-business solutions, as well as the company's dedication to the VAR channel," Wilkes says. "I'm excited to take our solutions even deeper for VARs…."

Apparently, Wilkes' reputation precedes him. "Chris is a recognized channel leader and reseller advocate," says Jeff Romick, vice president of HBR Technologies, a Wasp VAR partner in Carrollton, Texas. "I look forward to positive changes to the channel program and to the overall leadership that he will provide for Wasp."

Don't Miss: More Firms Outsourcing Security to MSSPs

Michele Pepe-Warren was an editor and reporter for CRN and VARBusiness and has 10 years of experience covering the technology channel.