Channel plays vital role for storage suppliers

Reach to SMBs proves crucial

More than 80 per cent of all security software in ANZ was sold through the channel in 2007, according to a review conducted by IDC.

"The channel is crucial to the security vendor community as it is at the frontline of understanding customer needs and they often own the customer relationship. This is particularly true in the SMB market. Unlike the enterprise market in which vendors can closely manage the relationships with their largest clients, the majority of SMBs are managed indirectly through partners," said Patrik Bihammar, IDC's senior analyst for security solutions in ANZ.

IDC's study showed the importance of small and medium sized businesses (SMBs) in the channel as they constitute a major part of the economic fabric in ANZ, making it vital for vendors to build strong and sustainable partner strategies and relationships to gain and maintain market share.

"An effective partner strategy is critical for security vendors to be successful in maintaining and growing market share. Failure to achieve this will ultimately limit the ability to be successful in today's competitive marketplace and cost effectively target the mid-market," Bihammar said.

The study, Australia and New Zealand Security Channel Review 2007, provides insights into ANZ security channel partner management and engagement by providing an analysis of a sample of security vendors' local channel partner management strategies and programs.

The report also explores how to engage with the channel partner community in ANZ more successfully.

Len Rust is publisher of The Rust Report

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