‘7 Minutes’ with Cambium Networks President and CEO Atul Bhatnagar

**Editor’s Note: “7 Minutes” is a feature where we ask channel executives from startups – or companies that may be new to the Channel Partners audience – a series of quick questions about their businesses and channel programs.**

The Internet of Things is a sales boon for Cambium Networks, which provides wireless narrowband and broadband gear and management software through its global partner network. Connecting remote nodes, whether an oil rig, livestock or remote location, plays to Cambium’s history of supporting industrial IoT communications — in fact, the company says it has connected 5.6 million devices to date.

As we’ve discussed, IoT innovations can help partners revolutionize SMBs and branch offices, but only if they can achieve reliable connectivity.

Cambium Networks’ Atul Bhatnagar

While competitors including Proxim, Ruckus and Xirrus might be better known, Cambium President and CEO Atul Bhatnagar, who joined the company in 2013 from Ixia Communications, sees growth potential thanks to growing demand for dependable, affordable backhaul.

Channel Partners: Tell us what customers love about your product or service. What’s the secret selling sauce?

Atul Bhatnagar: Our customers love Cambium’s compelling quality and the durability of the products. The products have been installed all over the world, and they have been working, in many cases, for seven or eight years without any intervention. We have shipped 7 million radios worldwide, connecting about 100 million people in 130 countries. So, that’s one.

The second thing our customers like about our products is that our innovation has enabled a very high degree of affordability, and hence we are able to fulfill our vision of connecting the unconnected: people, places and things. So in summary, what they like about us is affordable, yet compelling quality through cutting-edge innovation.

CP: Describe your channel program — metal levels, heavy on certifications, open or selective, unique features?

AB: The program, as it exists today, has three levels of achievement: authorized, gold and platinum. The levels are primarily determined by sales achievement and are rewarded with upfront discounts at the time of purchase. It is mostly an open system with some selective components for specific vertical markets.

We are different than most of our competitors because of our strong enforcement of MAP and minimum-resale policies. We also offer deal registration for qualified opportunities that can add as much as 12 percent additional margin for some products. These two elements allow our partners to operate in a more predictable margin environment.

CP: Quick-hit answers: Percentage of sales through the channel, number of partners, average margin. Go.

AB: Our channel program is global; 95 percent of our worldwide sales go through a two-tier channel model. Worldwide, we have about 3,200 channel partners, about 300 distributors and 10,000 customers.

Margins scale from 13-27 percent, depending on products and deal registration.

CP: Who are your main competitors, and what makes your offering better? 

AB: I would say our differentiation against our competition is three key points.

No.1, our quality is proven with those 7 million radios installed worldwide. Our ability to handle tough terrain and tough weather is proven from +50 Celsius to -50 Celsius, all over the world. We provide 24-by-7 support, and that support of mission-critical network deployments is what customers …