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D-Link unveils new channel program

D-Link unveils new channel program

Vendor to focus on stronger relationships with resellers and top-tier partners

Networking vendor, D-Link, has unveiled a new channel partner program that aims to work directly with resellers.

All previous channels will be integrated into the program, which was soft-launched on June 1.

Under the new system, the vendor will provide a refreshed partner portal and a single world-wide approach to marketing materials. D-Link will also monitor distributor/reseller relationships and group all existing partners into one of four tiers.

The Business Partner tier is the lowest and can be reached by all distributors. The Elite, Silver and Gold tiers are restricted and partners must be invited by D-Link to take part.

D-Link marketing director, Maurice Famularo, said disties will be asked to join the higher tiers based on their levels of commitment, certification and whether or not they fit the vendor’s overall strategy in one of two areas.

“We recruit those partners if they’re specialised in a particular key vertical we’re working towards or they’re technology partners that bring a technology solution to our portfolio of products,” he said.

Limiting top-end partner numbers will allow for a more intimate working relationship, according to Famularo. The vendor will link individual resellers to their preferred distributor to make personalised offers, monitor what distributors offer their clients and act as a mediator when problems arise.

“The distributors are being enticed to recruit as many resellers as they can. We’re using Q3 as the benchmark for the program as to establish the baseline for recruitment and financial data,” he said.

The marketing director claimed the changes were part of D-Link’s plan to identify the best practices from its global offices and that the streamlining is matched by an improving economy.

“Everybody complains about the economic times, but I think that’s becoming a little-bit of a broken-record type excuse,” Famularo said. “I think we just need to be positive about this and from the news I’ve been hearing in the last few days, we might be recovering faster than other places.”


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