The rising of the importance of digital content in unified communications (UC) is driving Polycom to create a new partner category, aimed at recruiting developers to embed video into applications.
Polycom’s managing director Gary Denman says the company is now looking for new types of partners, namely developers that can work into embedding video solutions into applications to increase the potential for collaboration in UC.
“We are starting to identify areas of opportunity in NZ, from an industry standpoint. The government is interested, and so is the financial sector, with its 'branch of the future' concepts,” he says. “We don’t necessarily want them to sell our technology, we want to build video into the applications.”
Denman adds that the company is still working on how it will support this new type of partner but says it is definitely an exciting time for the vendor and its channel community. “You don’t get an opportunity very often to create a new category of partnership.”
According to Denman, the Microsoft Lync business for UC is “really starting to become a significant growth area” and it will remain one of the company’s key areas of focus in the next few months. He says people are looking to “modernise their platforms” and looking at room-based or immersive solutions, beyond the traditional desktop UC solution. “We’re still social animals, we like getting together. People see the value in room engagement. They want the richer, more personal experience,” he says, adding that “allowing people to stay connected is not just about cost-savings, it’s also about efficiency”.
Polycom’s MD says he sees users as the main drivers for adoption of new solutions and urges partners to specialise, in order to provide the maximum amount of value to customers. “We want to make sure we are focused on the customer adopting the technology properly and getting the most value out of it. It’s a cultural change. How do you train people to think differently?”
Denman suggests that “partners know where their specialisation is and really focus on that”.
“Understand your specialisation, segment your customers, remain there,” he says. “Don’t try to do everything.”