Intelligent Tech Channels Issue 06 | Page 50

EDITOR’S QUESTION Why participation in partner programmes is key The different components of a partner programme should lead to business growth says Osama AlHaj-Issa at Aruba, a Hewlett Packard Enterprise company. A s a networking vendor selling enterprise wireless LAN and edge access networking equipment, describe the ongoing regional market opportunities for channel partners and the partners’ programme. A s mobility trends continue to transform the way we communicate, collaborate and access information, customers are taking a wireless-first approach to connectivity. They need mobile networking solutions that allow enterprises to easily accommodate smartphones, tablets and other personal devices on internal networks, while keeping them safe with the most robust security features available. All of this creates a tremendous opportunity in the channel. The Mobility Engagement solution for public-facing enterprises is a revolutionary technology, which every enterprise serving the public in one way or another has immediately endorsed and requested to test in their premises. The Mobility Engagement solution is comprised of several components, such as the ‘way finding’ solution, mobility analytical engine and targeted advertising system. Customers such as hospitals, large educational institutes, malls, airports, stadiums and similar organisations need this solution to enhance customer service, 50 satisfaction and loyalty. This is another big channel opportunity. On service delivery, I expect Managed Service Providers (MSPs) in the region to take more of a direct role through managed Customer-Premises Equipment (CPE) or other managed services. We engage with our partners using this approach and support both our partners and the MSPs to achieve their business targets. Another service delivery that is growing is government smart services. Again, government entities are approaching us through our channels, or MSPs, to deliver a complete solution. Finally, cloud is becoming a more and more important service delivery model and the channel needs to align with vendors that have introduced cloud-based offerings. Product margin is always an area of attack by many factors, so service is the top margin source for channels and they need to gear up to effectively deliver services through proper training and readiness to deliver the right service with high quality and to customer satisfaction. As for partner programmes, they should aim for several objectives. Firstly, a programme is a structured approach for the vendor’s relationship with the channel. Secondly, it makes the benefits and requirements crisp for the channel, such that expectations are set at the right level for both vendor and partners. Thirdly, and this may be the most important objective of any partner programme, is business Osama AlHaj-Issa, Regional Channel Director, Middle East and Turkey at Aruba. growth. The different components of a partner programme should eventually lead to growing business. Last but not least, partner programmes differentiate and reward partners according to their loyalty and performance. Partners certainly need to participate in channel programmes and ask for them. They, like any other business, need to understand their rights, discounts, benefits, requirements, cost and so on. The only way to be specific in helping partners learn all of this with specific terms and according to the achievement of certain criteria or thresholds is through a partner programme. Otherwise a reseller who is not part of a partner programme will be following an opportunistic approach. In business, every entity strives to be strategically focused and doesn’t like to be perceived as ‘hit-and-run’, which not only risk its reputation, but it’ll never get repeat business. ¢ Issue 06 INTELLIGENT TECH CHANNELS