Upping the tempo

Channel Middle East speaks to Anil Kumar regional director, Nuance Middle East and Balkans, about how the speech and document imaging solutions mainstay is ramping up its business to gain a bigger stake of the regional market.

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Upping the tempo
By  Manda Banda Published  May 14, 2012

Channel Middle East speaks to Anil Kumar regional director, Nuance Middle East and Balkans, about how the speech and document imaging solutions mainstay is ramping up its business to gain a bigger stake of the regional market.

As Nuance Communications has started investing in new resources for the channel in the Middle East, as part of its wider strategy to re-launch the brand and strengthen the company’s channel reach, the speech and document imaging solutions major is promising a myriad of channel initiatives aimed at helping partners to engage more with customers across the region.

Top of the agenda for Nuance is to get channel partners across the region on board and ensure that they get trained and certified through the Nuance Partner Program. The channel programme is active in UAE, Qatar, Kuwait, Oman, Bahrain, Saudi Arabia, Egypt, Turkey, Jordan, Lebanon and through global partners that include: IBM, Genesis, Avaya, Cerner and other OEM embedded partners.

Despite the potential that Nuance’s solutions have in the Middle East region, brand recognition and penetration is still low and it is something that the vendor is looking to change as it introduces an array channel initiatives and marketing campaigns.

The company is looking at building a channel programme which will be adopted to suit the market dynamics of the various countries across the region. In addition, Nuance through its distribution partner network, will offer dealer training, demand generation activities and other joint marketing schemes that will help partners to sell its products and solutions in the market.

Anil Kumar, regional director, Nuance Middle East and Balkans, said it’s been a cautious and well researched process of revaluating the kind of partners that the company sees as the ‘true’ representatives of the Nuance vision. Kumar said partner maturity level from an ability to articulate the value is the underlying philosophy. “It has been a successful and very thorough partner on-boarding process because the partner is an extension of Nuance and the value proposition and messaging has to be consistent and comprehensive,” he said. “Overall, I am very satisfied how the partners are shaping up to a whole new world led by inspiring and highly exciting technology possibilities.”

Kumar pointed out that Nuance’s vision for the channel is to get to a point where demand is driven by customer pull rather than push. “It’s inevitable but I guess my major challenge is crunching the time involved,” he noted.

That said, Kumar outlined that what most people don’t know is that Nuance is amongst the most sold software licences and most people are invariably using these products in their daily life especially as users of mobile devices. “The channel has been active for years and it’s just not been communicated properly,” he noted. “We have recognised this and that’s why we want to work with a multi-tier distribution model to reaffirm ourselves and commit to the region. We are also looking at improving our overall support and services to channel partners and end-users in the Middle East.”

Nuance Communications produces a range of solutions from speech technologies that help companies to offer superior customer service experiences, to healthcare solutions that help physicians focus on patient care instead of documentation, to imaging technologies that convert physical documents into searchable digital files.

The vendor’s speech solutions allow the most human, natural, intuitive ways to use voice to take command of information, ceaselessly perfecting the ability for machines to recognise and emulate the human voice.

The vendor’s product portfolio offerings include: Dragon Voice Recognition and Dictation Software, PDF Converter, Natural Language Processing, and Mobility and Home solutions.

From the Dubai regional office, Nuance covers the Middle East, North Africa, Turkey and the Balkans, and the company believes these are the key growth markets being driven by higher spending on technology to fulfil customer demands that are becoming more and more discerning and based on changing profiles and demographics.

Kumar said channel partners that see the Nuance opportunity are quickly building their businesses around the company’s value proposition. “The ubiquity of voice and the power of communication have been fuelled by Nuances contribution to the Apple 4S experience. It’s a major shift in how we access information. The experience is simply a shift in ones technology expectations and that’s what the partners need to see as a growing phenomenon in the market,” he said.

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