How to Partner with Virgin and BT for Managed SD-WAN

How to Partner with Virgin Media and BT to offer SD-WAN as a managed service.

Across the UK, we're seeing the managed SD-WAN market continuing to expand, with businesses placing an increasing reliance on their network for supporting daily operations, smart systems (such as Internet of Things devices) and remote/hybrid working models. For resellers, this continuous growth in demand creates opportunities for those looking to partner with established providers (such as BT and Virgin Media Business), utilising their service portfolios to offer proven, enterprise-grade solutions.

The Market Size of SD-WAN continues to grow year on year, with managed services becoming increasingly popular.

Given that both BT and Virgin Media Business offer managed SD-WAN services, prospective resellers often wonder which to resell, or whether they should resell both. In this market guide, we'll cover the advantages of each programme's infrastructure, partnership models and operational capabilities - allowing your reselling business to make informed decisions about market entry and growth strategies regardless of who you partner with.

Why Partner with The Network Union?

As the first SD-WAN and SASE security comparison marketplace, as well as an award-winning authorised partner of BT, we at The Network Union are expert advisors to assist with managed SD-WAN solution requirements and this extends into our partnerships.

With experience since 2009 in the telecoms industry, as well as vast knowledge of SD-WAN services, The Network Union can provide your reselling business with expert advice, removing the complexity that comes with leveraging multiple partnership programmes individually. Rather than managing separate relationships with BT and Virgin Media Business, partners can access both providers' services through a single relationship with The Network Union, utilising our SD-WAN specialists. This leads to faster market entry, reduced administrative overhead and access to competitive pricing structures that might otherwise require significant volume commitments or qualification processes.

Which Vendors do BT and Virgin Media offer as Managed SD-WAN Services?

For end users, choosing the right SD-WAN solution is essential and therefore resellers need to consider which SD-WAN technology best suites their clients.

Firstly, it's important to evaluate which managed SD-WAN services both of BT and Virgin Media provide. Whilst the table below lists the vendors available, if you're not sure about the benefits of each and how it affects network infrastructure, we'd recommend taking a look at our SD-WAN Market Guide. Some managed SD-WAN providers, such as Prisma from Palo Alto Networks, are available in Secure Access Service Edge (SASE) models, offering more network security or are cloud-native, for better access to cloud services.

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BT's multi-vendor approach provides flexibility through partnerships with Cisco, Fortinet, Nokia Nuage Networks, and Palo Alto Networks, allowing customers to select SD-WAN platforms that align with existing infrastructure and expertise. This diversity enables BT to match specific customer requirements with appropriate technology stacks, particularly beneficial for enterprises with established vendor relationships.

Conversely, Virgin Media Business has strategically focused on Versa Networks as their primary SD-WAN platform, creating deeper expertise and streamlined operations. This focused approach enables Virgin to offer more specialised Versa capabilities, including advanced analytics and cloud-native management through Versa's Cloud IP platform, whilst reducing complexity in training and support operations.

BT's approach is particularly beneficial for enterprises with existing Cisco or Fortinet infrastructure who want to leverage current technical expertise and vendor relationships, whilst Virgin Media is ideal for condensing operations and cloud-native analytics without the complexity of leveraging multiple vendors.

Partnership Models with BT and Virgin Media (Reseller, Referral, White-Label)

As with many managed SD-WAN services, both BT and Virgin Media Business offer multiple partnership models for different capabilities - Reseller, Referral and White-Labelling. Whilst this is excellent for accommodating different reseller business needs and technical capabilities, these tiers differ between BT and Virgin Media, therefore prospective resellers should consider these differences and which better aligns with their managed SD-WAN service offerings and customer objectives.

Reseller Partnerships

Reseller partnerships are the most basic form of reselling, where smaller prospective resellers typically fall under, leveraging larger aggregators and resellers. The least involved option, Reseller partnerships don't require network management capabilities, therefore leaving handling of network services up to the managed service provider.

For example, BT's reseller structure uses a tiered system where resellers typically sign up under existing BT Authorised Partners or distributors - such as The Network Union. Whilst this does mean that resellers receive commission splits rather than full commissions, this model comes with the benefit of all business transactions being processed through the master partner (order administration and primary relationship management) and doesn\'t require the same volume commitments that higher tier partnerships require.

In a similar fashion to BT but slightly more direct, Virgin Media Business offers managed SD-WAN service referral partnerships through their \"Refer a Business\" programme, providing commission-based compensation for successful lead generation and conversion.

Referral/Agent (Commission-Based) Partnerships

The next step up from simple reseller partnerships, BT\'s Authorised Partner programme operates on an agency model where partners maintain customer relationships through the sales process, whilst BT retains the end-customer contract, handles billing and provides direct support. This model suits organisations with strong sales capabilities due to the commitments involved, however is more favourable than reseller partnerships as Authorised Partners gain 100% of commission offered by BT for sales.

Whilst Virgin Media also offers an Agent style approach for reselling, where Virgin Media handles service delivery and billing, partners focus on SD-WAN sales activities. Unlike BT, Virgin Media splits their reseller partnerships up into Approved, Gold and Platinum Tiers. This distinguishes reseller status based on sales volume and offers the incentive for partners to grow by providing access to more resources, dedicated support and better terms as they do more business with Virgin Media. Specific commission structures are negotiated directly with Virgin Media based on partnership scale and market focus.

White-Label (Wholesale) Partnerships

Often seen as the ultimate level of reselling, white-labelling usually allows resellers to wholesale products under their own brand name, or if they want to utilise the providers branding, co-branding is typically an option.

As resellers become more adept at supporting customers, opportunities become available to offer SD-WAN as a fully managed service, or alternatively as a co-managed service for greater control of the customer relationship.

BT\'s wholesale channel is no different, enabling partners to purchase services in bulk and rebrand them as their own offerings. This does come with quite a barrier to entry, as partners assume full responsibility for customer relationships, billing and frontline support, effectively becoming service providers using BT\'s infrastructure. Due to this, BT\'s wholesale model requires significant technical and operational capabilities, including support desk operations, billing systems and often installation of aggregation circuits, therefore we\'d have to stress that it is most suitable for larger organisations with established service delivery capabilities.

Virgin\'s wholesale programme offers flexibility in partnership terms, including commission structures, support responsibilities and discount arrangements that can be tailored to specific partnership requirements - requiring partners to provide customer support and service integration capabilities.

Other Partnership Options

Besides the three standard models, BT does also offer a fourth partnership model through BT Local Business (BTLB) - their franchising model, where independent businesses exclusively sell BT services within defined geographic territories. Franchisees invest in local branding rights and receive an existing customer base to develop. This model provides territorial exclusivity and established customer relationships but requires significant investment and focus on BT services exclusively.

This model, however, is limited to BT as Virgin Media Business does not offer equivalent franchise opportunities, focusing instead on wholesale and referral partnerships.

Managed SD-WAN Partner Onboarding and Engagement Process

When first joining a partner programme, partner onboarding can be the make or break of your reseller business and therefore it's important to consider your business preparedness before applying and the amount of training/support you'll receive early on.

BT's onboarding process for Authorised Partners involves application review based on business credentials, including minimum turnover requirements and demonstrated telecommunications sales capability. Successful applicants receive a wide range of training on BT's product portfolio and are assigned quarterly sales targets to maintain partnership status.

Meanwhile, Virgin's onboarding approach emphasises consultation and relationship development. Interested companies register through online forms, triggering outreach from VMB's wholesale team to assess partnership requirements and determine suitable models.

BT Wholesale onboarding is more extensive, requiring establishment of interconnects, billing systems, and support structures. Virgin particularly values systems integrators, network consultants and IT service providers who complement their telecommunications services, whilst their flexible approach allows customisation of partnership terms based on individual organisational capabilities and market objectives.

Considerations Before Partnering With A Managed SD-WAN Provider

For many prospective resellers, commission rates will be the primary factor that determine which they partner with, however we'd recommend considering each of the following to make a well-informed decision.

Level of Control vs Effort

Is the level of work required translated into reward? Partnership model selection requires careful consideration of desired control levels against operational commitment. White-label partnerships provide maximum control over customer relationships, branding and service delivery but demand significant technical and support capabilities, often eating into potential profits.

On the other hand, agent and referral models offer reduced operational complexity but limit your control over customer contracts and service delivery processes, as well as reducing the potential profit on offer.

Many organisations select models based on core competencies - consultancies often prefer referral commissions to complement existing services, whilst managed service providers may leverage wholesale arrangements to integrate telecommunications services into established offerings. The key to these are that they take what the organisations are already good at and merge that ability with the most complimentary reselling model.

Technical Integration Requirements

It's easy to suggest that if you choose a model that handles technical integrations, to be prepared to integrate it, but given that managed SD-WAN services can provide complete network transformations, we'd recommend considering the technical requirements for integrating SD-WAN solutions tailored to your clients needs, alongside any of your other complimentary offerings or managed services in your existing (or future) portfolio.

For example, BT's managed SD-WAN solutions integrate with their cloud services and SASE capabilities, whilst Virgin's Versa-based managed SD-WAN solution provides specific management and analytics capabilities that partners should understand for customer engagement. Further to this, partners should evaluate integration capabilities of SD-WAN services with existing CRM and provisioning systems, API availability for automated processes and network security add-ons. Given the wealth of connectivity options and enablement of remote access that SD-WAN offers when moving from traditional WAN, this provides opportunities within resellers broader portfolio (such as reselling cloud based services, integrated data centres and other bundled value-added services) for potential cost savings to distributed enterprises.

BT's SD-WAN solutions offer varied API capabilities depending on the chosen vendor platform - Cisco Meraki provides REST APIs for device management and network monitoring, whilst Fortinet's FortiManager APIs enable automated policy deployment and configuration management. BT's enterprise customers can integrate these APIs with existing ITSM platforms for automated provisioning and fault management.

On the other hand, Virgin Media's Versa-focused approach provides access to Versa's RESTful APIs, enabling integration with customer portals for real-time network analytics, automated policy changes and performance monitoring. Virgin's API framework particularly excels in multi-tenant environments, allowing managed service providers to offer white-label portals with customer access controls and customised reporting dashboards.

For end users, we'd recommend choosing BT when their have existing relationships with Cisco, Fortinet, or Nokia vendors and want to maintain consistency with current network management practices - which resellers can reflect in their own offerings if their customerbase already leverage these vendors.

Financial Considerations and Targets

Whilst we've covered how the different partnership models carry varying financial implications and commitments, there are more financial considerations beyond commission-based compensation.

For example, BT Authorised Partners face quarterly or annual sales targets that affect partnership status and tier positioning. On top of this, wholesale arrangements often require minimum volume commitments and upfront investments in infrastructure and support capabilities, therefore your business needs to be able to handle all aspects of reselling. However, exact minimum turnover requirements vary based on territory and market focus for resellers.

Further to these, financial stability requirements vary significantly between models – wholesale partnerships require cash flow management for service purchase and customer billing cycles, whilst commission-based models provide more predictable revenue streams with lower capital requirements.

As a Partner, you would receive 100% of the commissions provided by BT, while as a Reseller, you will receive a commission split which varies across the channel. The programme typically expects partners to maintain quarterly sales targets across BT's portfolio, with territory coverage spanning the UK and Northern Ireland. Partners receive dedicated support through assigned Partner Managers and Sales Specialists but must demonstrate sufficient business scale to justify BT's investment in the relationship and training resources provided.

Resellers working through intermediary partners receive commission splits that vary across the channel. Commission structures typically range from 8-15% for standard connectivity services, with enhanced rates for value-added services like managed SD-WAN solutions. Virgin Media Business operates a tiered commission structure through their Approved, Gold, and Platinum partner levels, with commission rates increasing based on sales volume and partnership maturity. Both providers offer additional incentives for strategic accounts and new technology adoption, with SD-WAN solutions often carrying premium commission rates due to their managed service complexity and higher contract values compared to traditional connectivity services.

Support Capabilities

When applying and onboarding to become a reseller, we mentioned that both BT and Virgin Media will consider your support capabilities and for good reason. Realistic assessment of support capabilities is essential before partnership commitment, with the level of support your business can provide often being a limiting factor for gaining Agent partnerships. Partners offering these SD-WAN solutions primarily require relationship management and basic customer communication capabilities and so even while technical support is handled by the provider, resellers still need to show competency with supporting customers.

This aspect is only emphasised at wholesale level, with wholesale partnerships requiring vast support infrastructure, including 24/7 helpdesk operations, technical troubleshooting capabilities and potentially field service coordination. Some partners have been known to implement hybrid approaches, handling first-line support whilst escalating technical issues to provider teams, therefore to compete, prospective wholesale resellers should look to match this level of support.

When considering operations centres that support SD-WAN management, BT operates multiple UK-based Network Operations Centres (NOCs) providing 24/7 monitoring and support. With primary facilities in London, Birmingham and Manchester, BT offers nationwide coverage and resilience. BT's support structure includes dedicated technical teams for different vendor platforms, allowing for complex troubleshooting capabilities and alleviating management stresses from resellers.

SLA and Support Offerings

Both BT and Virgin Media Business provide SLAs and support offerings for their managed SD-WAN solutions to ensure high network performance and system uptime.

The Differences Between Latency, Jitter and Packet Loss.

Typically providers offer Service Level Agreements for network resilience, measuring application performance and deterioration metrics such as Latency, Jitter and Packet Loss for enhanced performance and overall improved application performance.

For example, BT's managed network services include Service Level Agreements for network performance, reflecting their carrier-grade positioning. BTnet leased lines, commonly used as underlay infrastructure for SD-WAN services, offer 100% target availability (creating a reliable network for end users) with service credit compensation for downtime incidents. On the other hand, Virgin Media provides SLAs for Dedicated Internet Access services supporting SD-WAN solution implementations with availability targets that reach 99.9% monthly for single links and 100% for resilient dual-link configurations - also offering their own reliable network performance.

With little to separate the two, BT's performance metrics include specific latency and packet loss thresholds, ensuring SD-WAN underlay networks meet business-grade requirements. BT provides 24/7 support through UK-based operations centres with unified service desks handling both connectivity and SD-WAN appliance issues. Standard response times include 5-hour fix targets for BTnet circuit faults, with options available for further redundancy requirements.

Virgin Media's offerings provide service credit mechanisms as compensation should an SLA not be met (typically 10% of monthly fees), providing fault response targets such as 6-hour restoration times for standard dedicated access services, with escalating service credits for extended outages. Virgin's support model includes 24/7 technical assistance with on-site engineering dispatch capabilities during business hours and escalation procedures ensure that persistent issues receive senior management attention when standard processes cannot resolve the issue.

Given the subtle differences in these offerings, it's important to consider if any of these factors will be of greater importance to your potential clientele.

Deployment Models and Operational Delivery of Managed SD-WAN

Managed SD-WAN is designed to take the management complexity and responsibility off the consumer but what does that mean for you as a reseller? Managed SD-WAN deployments with both BT and Virgin Media Business typically include SD-WAN edge devices that are deployed to customer sites and connected to cloud-based orchestration/management platforms. These solutions differ between the two, with BT's solutions able to utilise Cisco, Fortinet or other vendor appliances connecting over BT's network infrastructure and internet connections. Alternatively, Virgin's SD-WAN implementations use Versa Networks appliances at customer premises, connecting to Virgin's core network with Versa's Cloud IP platform providing orchestration and policy management. Luckily for resellers, both providers handle solution design and configuration to meet specific customer requirements, including application prioritisation, quality of service policies and security rule implementation, therefore alleviating them of a lot of the deployment responsibilities.

However, it's still worth noting that co-managed options still exist. BT's co-managed solution enables customers or authorised partners to access SD-WAN management portals for application performance monitoring, creating secure SD-WAN connections to the likes of cloud services and limited configuration changes whilst maintaining provider oversight and support. Virgin's approach maintains customer control over network usage decisions and policy requests whilst Virgin's technical teams handle complex configuration and ongoing management tasks. Therefore for both BT and Virgin, partners with appropriate technical capabilities may receive authorisation for specific configuration changes on behalf of customers.

Where resellers are considering white-label or wholesale partnerships, partners assume full responsibility for customer relationships, billing and frontline support - which does increase delivery complexity.

Time to Deployment

BT's deployment process typically begins with site surveys conducted 2-3 weeks before installation, assessing power requirements, rack space and network integration points for chosen SD-WAN appliances. Installation timelines generally range from 4-8 weeks depending on circuit availability and customer complexity, with Cisco and Fortinet appliances requiring different preparation approaches.

Meanwhile Virgin Media's deployment streamlines the survey process through standardised hardware requirements, often reducing pre-installation assessment time to 1-2 weeks. Virgin's installation typically completes within 3-6 weeks, benefiting from their focused technology approach and established Versa deployment procedures.

Both providers offer expedited timelines for urgent requirements, though Virgin's standardised approach often enables faster deployment scheduling for standard configurations.

Customer Handovers

BT's handover process varies by chosen SD-WAN vendor, with Cisco deployments including Meraki dashboard training and Fortinet implementations covering FortiManager access procedures. Customers receive documentation packages, including network diagrams, configuration details and operational procedures specific to their chosen platform.

Virgin Media's handover emphasises Versa's Cloud IP management portal, providing standardised training modules and documentation sets. Virgin's approach includes detailed analytics dashboard orientation and policy management training.

Both providers offer post-deployment support periods, but Virgin's consistent platform approach enables more structured knowledge transfer sessions. BT's multi-vendor approach requires more customised handover procedures but provides flexibility for customers with existing vendor relationships and internal expertise.

Partner Involvement Levels in Service Delivery

Under the standard managed SD-WAN model, both BT and Virgin Media Business assume responsibility for the majority of service delivery tasks - unless reselling under a white-label or co-managed model. This means that the majority of tasks are already handled, including solution design, hardware provisioning, installation of SD-WAN edge devices at customer sites and ongoing management of the orchestration platform. For partners, this means minimal hands-on involvement is required during the deployment phase, allowing them to focus on customer acquisition and relationship management.

Despite this low level of involvement, both BT and Virgin Media Business provide extensive training for their SD-WAN solutions, as well as documentation and ongoing support to enable partners at every level. For standard and co-managed SD-WAN models, partners benefit from access to provider-led support teams, which can significantly benefit partner involved tasks, such as creating secure SD-WAN connections for protecting network traffic and ensuring that SD-WAN solutions network management are correctly configured to meet end user needs (such as performance and connection to cloud based applications, branch offices and data centres.

Conclusion

When choosing to resell Virgin Media or BT managed SD-WAN services, it's important to consider every aspect of your capabilities, the financial compensation on offer, support levels required and your customers needs.

Whilst network underlay often plays a common factor in choosing a managed SD-WAN provider, resellers should consider whether end users will want access to BT's broader portfolio or Virgin's focused approach, or if a combined (aggregated) approach is most beneficial.