Software Developer Squirrels Rolls Out First Partner Program

Squirrels, the software developer focused on wireless audio and video transmission, has launched its first partner program.

The Squirrels Partner Program invites a range of partners to sell its wireless collaboration and digital signage software to customers. They include MSPs, VARs, affiliate partners, distributors and consultants.

Squirrels technology available to channel partners includes Ditto, an all-in-one screen mirroring and digital signage solution; Reflector, an AirPlay, Google Cast and Miracast software receiver; and AirParrot, software that adds AirPlay and Google Cast mirroring and streaming to computers.

Tom Crilley is Squirrels’ communications director.

Squirrels’ Tom Crilley

“We have had unannounced OEM relationships with hardware manufacturers integrating our software into products and some informal referral relationships in the past,” he said. “But nothing previously has been organized and planned like this new partner program.”

Big Demand for Squirrels’ Technology

Squirrels‘ technology solves a problem that nearly every organization experiences, Crilley said.

“People need an easy and effective way to collaborate in their spaces,” he said. “Customers rave about our technology. But we need the regional connections and expertise channel partners provide to effectively bring that technology to more people. We see an opportunity not only for ourselves, but partners and their customers, too.”

In 2018, Squirrels had some one-off reseller agreements that provided beneficial insight, Crilley said.

“We completed a channel partner audit in the second quarter of this year with the help of an agency,” he said. “Additionally, we reached out to a number of partners and received valuable feedback. That whole process allowed us to gain an in-depth understanding of what it takes to develop a successful channel partner program. It solidified our need for a partner portal, the margins we will provide and the overall structure as we move forward.”

Competitive Advantage

Both Squirrels and its partners will gain a competitive advantage from the program, Crilley said.

“Partners have the ability to create customizable service packages with enterprise-class screen mirroring, streaming and digital signage technology that have been developed and refined for a decade,” he said. “Our technology can be used as a complete AV solution or a complementary piece in existing AV offerings. With our SaaS retention rates of 90%-plus, partners can create service and management packages that allow them to enjoy growing and recurring revenue.”

Emily Carle-Hafer is Squirrels’ director of channel relationships. She said the new program allows the software developer to foster relationships with more AV/IT experts

“Squirrels partners will have the ability to offer customers our enterprise-level AV solutions and build customizable service packages complete with remote, centralized management to generate recurring revenue,” she said. “Our partners will be able to complement their existing product offerings, and Squirrels will expand its footprint to underserved markets.”