Playbook Volume 10 - ChannelVision Magazine

Campbell, right down to the licensing model. “We don’t offer expensive, multi-year licensing plans,” Campbell said. “Ours is month-to-month and totally scalable with your business. If your business grows, your bill grows. If your business shrinks, your bill shrinks.” Ultimately, Multapplied puts the service provider in the driver’s seat with SD-WAN, said Campbell. “You brand it yourself,” he added. “You pick what firewall you put in. You pick what appliances you put in. You choose your own data centers. You choose what traffic comes back. You choose what works and what doesn’t. It’s your choice as the service provider. That’s what pro- viders want – and we’re delivering it, along with unrivaled connectivity.” Perhaps the best part, for the service provider, is the ability to control pricing. “The big difference between us and big SD-WAN manufacturers is that with big manufacturers you’re selling their brand. They are setting the MSRP and paying you a commission. Therefore, they offer incentives. I give you wholesale pricing and the freedom to mark it up to whatever you want it to be. “I have one partner that only marks it up 20 percent,” Campbell concluded. “I have another partner that marks it up 600 percent. At the end of the day, it’s your call – and that feels pretty great.” The needs of service providers, meanwhile, continue to get overlooked when it comes to SD-WAN. Service providers investigating SD- WAN discover that most platforms don’t scale well, cost more than they appear to over the long term and don’t provide the flexibility service providers need. “Most providers won’t let you open their box and let you do what you want with it,” said Logan Campbell, vice pres- ident of sales at Multapplied. “It’s their box, their solution, their pricing and their way – or the highway.” Multapplied is unique in that the company offers a software-only, white label and subscription-based SD-WAN solution built by service providers, for service providers, said Campbell. The company was started by Johan Arnet, a man who knows a thing or two about the needs of service providers; Arnet has founded, launched and grown six internet and telecom companies since 1995. As the story goes, Arnet started developing a proprietary packet- based load balancing algorithm back in 2009 – long before SD-WAN was a buzzword. That algorithm is now the main underlying engine behind Mul- tapplied’s current SD-WAN software. As Campbell explained, Multa- pplied was created to be a bonding and link aggregation company. It was a happy coincidence when SD-WAN caught fire around 2015. Multapplied, Campell said, had everything in place already to be an SD-WAN company. “Our SD-WAN solution breaks up all of our data and sprays the individ- ual packets across multiple circuits,” said Campbell. “Even when handling a voice call, we break up and piece that data back together. That’s how we achieve high-bonding efficiency. It’s all packet-based. Most other players are session-based.” Global service providers use Multapplied’s closed source, open architecture platform to provide white label SD-WAN. Multapplied gives its customers the power to license, man- age and control their own SD-WAN offerings and deliver application qual- ity, end-user performance and busi- ness continuity over private, hybrid or internet-based networks. The result is a solution that is tailor-made for service provides, said B usinesses today have no shortage of SD-WAN vendors to choose from. Indeed, the market is becoming satu- rated in terms of competitive SD-WAN solutions. SD-WAN for Service Providers, by Service Providers By Gerald Baldino 26 THE CHANNEL MANAGER’S PLAYBOOK