Extreme Networks, aims to become even more strategic with its partners. So says, Nicky Choo, regional director of Channels, Alliances & Services of Extreme Networks, Asia Pacific & Japan. Elaborating, he says that in the past, the company was like Hard Rock Cafe, with the philosophy, “Love all, and serve all”. Now, he says Extreme Networks has adopted a much more selective approach, describing it as the ‘Animal Farm’ philosophy: All partners are equal but some are more equal than others.
2009 was all about identifying key partners and gaps Extreme Networks had to fill in its channel ecosystem. 2010’s focus will not be too different. Choo shares that a key focus area for the company this year is investing in loyal partners. “We want to put ourselves in our partners’ shoes. We want them to make money and be profitable. We also want to grow market share together with our partners and ensure we do not forget them as this growth happens,” he says. “We’ve implemented a partnering strategy that covers gaps as a strategic focus. At the same time we are filling these gaps, we are also ensuring that we are not compromising our relationship with existing partners. “
Just what are these gaps that Choo is talking about? According to him, these gaps differ from country to country. “For example, in some countries in the region, our partners may be more focused on services while in others, it might be finance & banking. Therefore gaps need to be filled here,” he elaborates. In addition, Extreme Networks is looking at any area with a gap in which partners can value-add. “We work closely with each country manager to locate the gaps and value propositions from both sides are crucial here. This is why it is very important to have common business objectives whether they are vertical, horizontal or account focused.”
Choo believes that creating the market for their partners in the Asia Pacific is key to driving end-user demand in 2010. “There is a need to push partners and create a pull in the market for our, as well as our partners’ products and services. In this way, it is a win-win for all. We’ll achieve this by working closely with our partners and adding target markets,” he says.
Dedication is vital. Moreover, partners should be able to value-add, invest in Extreme Networks and their technology and work towards a win-win scenario. “We value quality over quantity,” stresses Choo.
Engagement is something which the company is also zooming in on. In fact, Choo cites re-engagement with partners’ as a key milestone he’s proud they’ve achieved in 2009. In addition, Extreme Networks launched an APAC partner program and a channels incentives program that were tailored and streamlined specifically for the region. The channel program was launched during their 2009 Channel Awards in the region while the incentives program was introduced in the 2nd quarter. Both these programs were to ensure that no inertia set in as well as to drive opportunities and motivate partners. “We have a very hands-on approach. Making a difference with your channels can only be achieved through close engagement,” he observes. “The whole organization has to back this so that partners know they are being invested in. We don’t believe in shoving anything down our partners’ throats. Instead, it is very important to us that they completely understand the benefits/advantages we bring to the table.”
He shares that Extreme wanted a channel program that would work well in the region. “It had to be a simple, flexile, achievable, useful and usable program that can be easily customized as well as localized. We didn’t want anything complicated and we didn’t want it to look good only from a presentation angle. What we wanted was for it to drive our and our partners’ growth and ensure loyalty amongst our partners,” Choo explains.
In addition, Extreme made sure that its services strategy is integrated very tightly with its channel strategy. “Very often in many companies, there is conflict here, “he observes. “ This is why all services at Extreme Networks are fronted by our partners. We want our partners to make as much margins as they possibly can and to achieve this, services is the way.”
All this seems to have worked Extreme’s way. The company enjoyed 20% growth in the region last year and there is no looking back now. Just expect more engagement, more dedicated partners and even bigger revenue growth. “The pie has to grow for all and here’s where we are different,” concludes Choo.
By Shanti Anne Morais
| < Prev | Next > |
|---|
