In 2004, True Context was approached by Rogers who were looking for a specific package of forms (e.g. to handle sales orders, work orders, service orders, time sheets, etc) that could form a value-added part of their wireless service offering. Rogers' business solutions group was looking for fairly simple, yet powerful, product that was easy to sell and get going. They also bought HP to the table to provide the hosting facilities. The result was a commercial agreement between True Context, Rogers and HP in late 2005. True Context trained the Rogers sales force and sales started on a subscription basis in early 2006 under the Rogers brand name of mForms.

The benefits for True Context was profitable revenue growth, but more importantly they increased their understanding of what is required of a product in the market place and learned what is required by carriers in order to sell it. As a result, they have now entered into a joint marketing agreement with Alltel in the US as a result of an introduction by Microsoft who provides the software platform for their products under the TrueContext Pronto brandname. They have also secured product certification as the first step towards a similar agreement with AT&T. Furthermore, HP is actively marketing their product in other geographies. Incidentally, True Context also has a partnership with RIM who has also helped in the marketing activities (more on this in a later article).

What was clear from an interview with Alvaro Pombo is that developing carrier relationships is not for the faint of heart, nor does it provide a vehicle for getting unproven products to market. It is a long process and does not happen overnight. However, once you have "cracked the code" of how to deal with the carriers it can lead to rewarding and sustained market success. Alvaro's key words of advice to others wanting to follow in his footsteps are:

Cash, cash, cash. Be prepared to finance a process that takes considerable time and resources. You are dealing with big partners and it takes time to line up all of the pieces.

Proven product. Make sure you have a proven product with significant customers who have bought, and are happy with, the product. Carriers are good at replicating a product with a proven track record but less so with generating initial sales.

Carrier strengths. Related to this is the need to understand carrier strengths. For example, they can be powerful marketing and sales engines for products requiring a "light touch" to implement, but less so for products with a high implementation support requirement.

Rock solid product. Make sure your product is rock solid or support costs can kill you. Take the example of a subscription product costing $40 per month and a typical $25 support call and it is clear to see that massive support costs can undermine product viability.

Value add. In getting the right partners, it is important to understand how you add value to their business while still making money yourself. Have a good sense of this when you approach them.