Motorola makes case for wireless growth

Motorola might be more synonymous with mobile phones than wireless LAN equipment, but that's a perception its Advanced Technologies unit is determined to change

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By  Andrew Seymour Published  May 3, 2009

"To make this very lucrative for the VAR we are putting in place certain campaigns, promotions and back-end rebate programmes for them to get special pricing so that they can get into these accounts," explained Dow. "They will have the opportunity to earn additional margin because they are opening up new verticals for us.

So they will be making more margin than the average VAR that is focusing on the traditional markets because there will be an incentive on the amount of verticals and the business they sell in the new verticals."

Motorola isn't alone in vying for the Middle East channel's attention. Aruba and Meru remain active players in the wireless market, while networking goliath Cisco also looms large.

But Dow is adamant that Motorola has a proposition resellers will find unique: "Cisco is really not a competitor when you start looking at what we provide versus them. Cisco owns a wired infrastructure so traditionally they just walk in and people give them the network. But they look at the wireless infrastructure as nothing more than a commoditised access layer; we look at it as the core of wireless enterprise and mobility."

Dow continued: "When we bring these partners on, a lot of them, ironically enough, are ex-Meru or Cisco partners and they are interested in coming to us for a couple of reasons.

One of the reasons is that their margins are being heavily squeezed by Cisco. It is basically what we call the ‘golden handcuffs' - Cisco controls their life, tells them what margin they can make and basically decides what deals they can go into, so they are looking for alternatives. The Merus and Arubas of the world don't have physical presence here, for the most part they have one person."

Having engaged with Westcon customers in the UAE, Motorola intends to repeat its sales and technical roadshow in other markets such as Bahrain, Lebanon, Jordan and Egypt.

It also plans to invite executives from the verticals that its resellers are trying to target so that it can pitch them the benefits of using its solutions. "Everybody knows the Motorola name - what we need to do now is just let people know we are in the wireless business," said Dow.

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