Symbol Tech overhauls direct model

Symbol Tech overhauls direct model

MOBILITY solutions vendor Symbol Techno-logies is overhauling its predominantly direct model to a more channel-focused approach in getting product to market.

In a step towards this global initiative, the vendor has introduced the PartnerSelect programme to the New Zealand and Australian markets.

The Australia/New Zealand (ANZ) region employs a hybrid sales model with a 60% direct and 40% indirect ratio, but it is moving towards an 80:20 ratio in the channel’s favour.

“It is a more planned and systematic approach in involving those business partners,” says Kurt Hansen, Symbol managing director for ANZ. “Ideally I’d like it to be 100% channel but some of the larger customers like to deal with us direct.”

The reasoning behind the change is to tap into growth opportunities within the enterprise arena. “There are new segments opening up for us, such as health and government. And we’re getting growth in vertical markets like retail; we’re getting new solutions for those current vertical markets,” Hansen says.

According to a company statement, channel partners contributed 75% to Symbol revenues in 2003 and Symbol’s channel plans for Asia Pacific will more than double its current channel strength in the next 12 months.

In New Zealand the traditional revenue is more like 90% channel generated, Hansen says. “We have had a very channel-centric model and we’re expanding the opportunity for other channel partners because of growth in other markets,” he says.

“It is just not possible to grow and [take advantage] of the opportunities that present themselves by keeping the old model.”

Provenco and Walker Data Vision are the predominant New Zealand partners. “We only want to get involved with new partners — like Provenco and Walker Data — that get involved in training and certification,” he says.

Symbol offers three main products: data capture devices such as barcode scanners, PDA-type handhelds, and 802.11-type wireless LAN infrastructure.

PartnerSelect was launched last year in North America, Latin America and Europe.

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