Symbol restructures local operation

Symbol Technologies has embarked on a massive restructuring project that it hopes will boost its market share and allow it to capitalise on the growing popularity of mobile computing solutions.

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By  Matthew Southwell Published  June 17, 2003

Symbol Technologies has embarked on a massive restructuring project that it hopes will boost its market share and allow it to capitalise on the growing popularity of mobile computing solutions. While the three stage plan is still in its infancy, the vendor hopes to have completed the bulk of it by the end of 2003 before embarking on an investment drive in early 2004.

“By the end of this month we will have gone internal with our blueprint for the EMEA region and this will deliver what our expectations are. By the end of this calendar year I expect us to have finished the physical restructuring… and then we will be looking at how to drive investment and where best to invest,” explains Steve Priestley, area vice president, EMEA operations, Symbol Technologies.

The vendor’s restructuring programme will address three key areas in which Symbol has previously struggled, namely local coverage, sales, and the ability maximise its vertical knowledge in a wider market.

“If you look at the history of [Symbol] then there is a significant amount of knowledge that we are not leveraging. We are not sharing best practices and we are unable to do so because of our organisational structure… [There has been] a lack of investment in the field force and not enough hands to touch our customers with,” explains Priestley.

“Symbol is a good technology company, it has good product leadership and a lot of very smart people… However, we need to address the coverage of local accounts and develop the channel to support those customers,” he adds.

Just how this will be done in the local market is unclear as yet. For instance, Priestley says that headcount within the Middle East will increase, but is unable to specify a timeframe for the recruitment of additional employees.

“You will see a continued investment in the Middle East from Symbol. We will put more people here; we will restructure how we verticalise [sic] and how we touch the market… However, while I can say that we will have more heads here in the region, I can’t say how many,” he admits.

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