American Tower Launches First Data Center Channel Program with 'Pure Channel' Approach

American Tower has unveiled its first data center channel program for master agents and agents to support its edge data center solution.

American Tower developed the program as demand for infrastructure at the edge is rapidly increasing due mostly to the pandemic. The data center channel program allows designated agents to play a key role in helping customers collocate in the company’s six edge data centers. They’re in Atlanta; Austin, Texas; Boulder and Denver, Colorado; Jacksonville, Florida; and Pittsburgh.

David Fox is American Tower’s director of business development.

American Tower’s David Fox

“Our new data center business targets enterprises, which is a new audience for American Tower,” he said. “The enterprise market has a strong need for edge data centers. And to be able to reach the large amount of enterprises customers, we must take on a channel strategy.”

The company had relationships with agents to help build its program, Fox said. They also helped ensure it would be competitive and advantageous for agents.

First Master Agent Agreement

American Tower has signed its first master agent agreement with XaaS1. The two will work together to bring data center collocation at the edge for improved enterprise network elasticity and optimized low-latency 5G applications.

“We are looking to work with a full spectrum of master agents, from large, midsize, to small and individual agents who can help us provide exceptional customer service in the enterprise space,” Fox said.

American Tower also launched its new partner relationship management (PRM) tool. Agents can access technical training and marketing resources. They can also register and track prospective customers, and streamline payment and workflow, all in a single online platform.

Designated agents can reach out to customers on behalf of American Tower to provide site information. That includes cabinet space, cross-connects, connectivity options and IT support, including remote hands offerings.

“Our selling strategy for data centers is a pure channel approach,” Fox said. “There will be no inside sales competition from American Tower. We are fully committed to supporting our agents with what they need to be successful.”