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Symbol turns to indirect model

Symbol turns to indirect model

Mobility manufacturer Symbol is determined to direct as much of its business through the channel as possible.

To achieve this, the company has introduced a number of measures designed to power up its channel.

Jan Burton, Symbol vice president of worldwide channels, says her company changed its channel strategy around three years ago.

“Since then Symbol has been rolling out that strategy and building a partner ecosystem. The company has invested massively in systems to make this possible,” she says.

Burton says the plan is clearly working; in the last three years Symbol has moved from 40% channel business to 84% in 2005.

Now, says Burton, the plan is to help Symbol partners develop business opportunities through its partner select programme, which targets both resellers and ISVs.

“Symbol will continue to bring on ISV partners developing applications for mobility products. The next step is to offer a match-making service to connect ISVs to resellers through our partner link.”

Symbol has 25 partners in New Zealand but currently has no ISVs on board.

Vince Chiappazzo, Symbol director channels and marketing ANZ, says he has seen great traction with the programme in Australia and is eager to sign ISV partners in New Zealand.

“We are on the lookout for targeted applications for specific vertical markets such as manufacturing and logistics,” he says.

While Symbol does sell direct Chiappazzo says trends point towards a channel model.

“The desire is to have no direct accounts in this region. Symbol products need solutions around them so partners can wrap a range of services around a hardware sale.”


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