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Re: In the past - there's been
If you did not charge for setup support, you left money on the table. Postini charged for setup, charged for premium support.
Postini also had minimum direct purchase requirements and if not met, were passed on to channel partners. This still applies to the new services for premium support.
The new program may not lower margins if packaged correctly showing value in your expertise and support knowledge.
Plenty of companies have created businesses out of consulting fees in regards to Google's AdSense and AdWords programs, the same will go for Messaging Services.