Wildix Appoints Telecom Veteran Michael Bubernack as First-Ever Partner Spokesperson, Reinforcing Channel-First Strategy
Wildix, a global leader in AI-powered Unified Communications (UC) solutions, has taken a bold and unconventional step to reinforce its long-standing commitment to the channel ecosystem by appointing Michael Bubernack as its first-ever official Partner Spokesperson. This strategic move distinguishes Wildix as one of the few technology vendors worldwide to entrust its public voice not to an internal executive, but to a channel partner actively working in the field.
The appointment signals more than a symbolic gesture—it reflects a deeper alignment between Wildix’s business philosophy and its operational decisions. As a company that operates on a 100% channel-only model, Wildix has consistently emphasized the importance of empowering its partner network. By elevating a partner to represent the brand on a global stage, the company is translating that philosophy into tangible action.
Michael Bubernack, Co-CEO of ET&T, brings with him over four decades of experience in the telecommunications industry. His career journey mirrors the broader evolution of the sector itself—from legacy premise-based systems to modern cloud-native and AI-driven communication platforms. Through this appointment, Wildix is not only recognizing Bubernack’s expertise but also spotlighting the critical role partners play in driving innovation and delivering real-world results for customers.
A Veteran Voice for a Transforming Industry
Bubernack describes himself as an “old school PBX guy,” a label that reflects both his deep-rooted experience and his adaptability in an industry that has undergone dramatic transformation. Over the past 40 years, he has witnessed—and actively participated in—the shift from hardware-centric telephony systems to software-defined, cloud-based communications powered by artificial intelligence.
As Co-CEO of ET&T, a managed services provider with a team of 20 professionals, Bubernack oversees operations that support more than 250 clients across Pennsylvania, New Jersey, and Delaware. The company serves a diverse range of sectors, including state and local government, education, hospitality, logistics, and transportation—industries where communication infrastructure is mission-critical.
Since becoming a Wildix partner in 2020, ET&T has embraced the company’s cloud-native platform to expand its service offerings and redefine its value proposition. According to Bubernack, the transition marked a turning point not only for his business but also for how he views the role of service providers in the communications landscape.
“We saw the light during our company’s expansion into the MSP space,” Bubernack explained. “I was fascinated with the Wildix solution, mainly with CLASSOUND. After 40 years of selling and maintaining premise-based equipment, I realized we could become the phone company for our customers. That level of transformation simply wouldn’t be possible without a cloud-native platform like Wildix.”
Giving the Channel a Genuine Voice
The creation of the Wildix Spokesperson Program reflects a deliberate effort to reshape how the company communicates with the market. Rather than relying solely on corporate messaging, Wildix aims to amplify authentic, real-world perspectives from its partner community.
Under this initiative, Bubernack will serve as the public face of the Wildix partner ecosystem for one year. His responsibilities will include participating in media interviews, representing the company at global industry events, contributing to press coverage, and engaging in social media campaigns. More importantly, he will share firsthand insights and customer success stories that illustrate how Wildix solutions are being deployed in real-world scenarios.
Emiliano Tomasoni, Chief Marketing Officer at Wildix, emphasized the significance of this approach. “For years, we’ve said we’re 100% channel-only. This is us proving it,” he said. “We’re giving the channel a real voice—not a scripted one. Michael was chosen because he embodies everything our partner ecosystem stands for: deep experience, openness to innovation, and a proven ability to solve real customer challenges.”
This initiative also highlights a broader shift within the technology industry, where customers increasingly value authenticity and practical expertise over polished corporate narratives. By putting a partner at the forefront, Wildix is aligning its messaging with the realities faced by businesses on the ground.
Sharing Expertise on a Global Stage
As part of his new role, Bubernack will take center stage at key industry events, beginning with the Channel Partners Conference & Expo in Las Vegas on April 15. There, he will lead a session titled “Accelerating Sales Success: How Vendors Can Help Partners Close More Deals.”
The topic draws directly from Bubernack’s decades of experience in helping organizations leverage communication technologies as a competitive advantage. His insights are expected to resonate with partners navigating an increasingly complex market, where success depends not only on technology but also on strategy, execution, and customer engagement.
Through such engagements, Wildix aims to foster a more collaborative relationship between vendors and partners—one where knowledge flows in both directions and innovation is driven by real-world needs.
A Real-World Example: Transforming Public Transit with AI
Bubernack’s appointment comes at a time when ET&T is gaining recognition for its innovative use of AI in addressing operational challenges. One standout example is the deployment of Wildix’s AI-powered communication platform for Delaware County’s public transit service, DelGo.
DelGo operates up to 21 hours a day, providing essential transportation services to a predominantly elderly population. For many riders, phone-based scheduling is the primary—and often only—means of arranging trips to medical appointments and other critical destinations.
However, the system was under significant strain. With only four to five agents handling all incoming calls, the service struggled to keep up with demand. Long wait times and high call abandonment rates were becoming increasingly problematic, impacting both operational efficiency and customer satisfaction.
Recognizing the need for a scalable solution, ET&T adopted a phased implementation strategy. The first step involved deploying Wildix’s x-caracal analytics tool alongside a callback queue system. This allowed the team to gather detailed insights into call volumes, wait times, and abandonment rates, providing a clear picture of the underlying challenges.
Once the data confirmed the extent of the issue, ET&T introduced Wildix’s agentic AI voice agent, part of the company’s Wilma AI platform. The AI was designed to handle a range of tasks, including ride scheduling, cancellations, status updates, and trip modifications.
Measurable Impact Through AI Integration
The rollout of the AI solution was carefully managed to ensure a smooth transition. Initially, callers were given the option to interact with the AI agent rather than being automatically routed to it. This approach allowed both the service provider and its users to build confidence in the technology.
The results were immediate and compelling. Within the first three days, the AI handled 350 calls with a 95% success rate. Encouraged by this performance, DelGo moved the AI agent to the front of the call flow, making it the primary point of contact for incoming calls.
Over the following two weeks, the system processed more than 5,000 calls, delivering significant improvements across multiple performance metrics:
- Abandoned calls decreased by 38.7%
- Calls requiring human intervention dropped by 37.4%
- Average hold times were reduced by four minutes
- Morning peak response rates improved by 74%
- Maximum simultaneous callers waiting for service fell from 81 to fewer than 40
Additionally, the AI-enabled system introduced 24/7 functionality, allowing riders to cancel trips at any time, regardless of operating hours. This capability proved particularly valuable for a user base that relies heavily on consistent and accessible communication channels.
Why This Deployment Matters
The DelGo project serves as a powerful example of how AI-driven communication solutions can address real-world challenges in critical sectors. For public transit services, particularly those serving vulnerable populations, reliable communication is not merely a convenience—it is a necessity.
By reducing wait times and improving response rates, the deployment has had a direct impact on the quality of service experienced by riders. For elderly individuals who depend on timely transportation for healthcare and daily activities, these improvements can significantly enhance overall well-being.
From a broader perspective, the project highlights the potential of partner-led innovation. It demonstrates how channel partners, equipped with the right tools and insights, can deliver transformative solutions tailored to specific customer needs.
Reinforcing a Channel-Driven Future
Wildix’s decision to appoint a partner spokesperson underscores its confidence in the channel model as a driver of growth and innovation. By elevating voices like Bubernack’s, the company is not only strengthening its partner relationships but also redefining how technology vendors engage with the market.
As the communications industry continues to evolve, the ability to combine advanced technology with practical expertise will be critical. Through initiatives like the Spokesperson Program and real-world deployments such as DelGo, Wildix is positioning itself—and its partners—at the forefront of this transformation.
In doing so, the company is sending a clear message: the future of unified communications will be shaped not just by technology, but by the people who bring it to life.
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