Building a solid channel
Peter Lambrecht, VP, Sales IT and Finance Segment for EMEA at Emerson Nework Power, talks about how the company is building its channel ecosystem.
Peter Lambrecht, vice president, Sales IT and Finance Segment for Europe, Middle East and Africa at Emerson Nework Power, talks about how the company is building its channel ecosystem in the Middle East.
CME: Talk us through what Emerson Network Power is all about and what business strategy the company has adopted for the Middle East channel?
PETER LAMBRECHT: For Emerson Network Power, the Middle East is a very important market. Our Network Power business has been a leading player in the Precision Cooling and AC Power markets in the region for more than 25 years. In this time we have built up a strong partnership through our distribution network.
CME: When did Emerson Network power tie-up with Mindware and what was the main motivation of partnering with this distributor?
PL: We have been working with the Midis Group for a number of years and we have built up an extremely strong relationship with them over this time.
CME: How is Emerson Network Power raising its brand awareness in the Middle East IT market?
PL: Taking part in GITEX is one step towards raising our brand awareness. Emerson Network Power’s participation in GITEX is a strong sign of our commitment to investing in the region and sending a clear message that we intend on making a significant impact. This is of course only the beginning.
CME: What channel initiatives has Emerson Network Power lined-up for channel partners this year?
PL: First of all, we will begin an important reseller acquisition process that will last 6 to 12 months. During this time frame, we will also launch our Innovation Partnership Program in the region. In addition to this, we are planning to run a number of promotions and attractive initiatives for our reseller base.
CME:Does Emerson Network Power have a channel programme in the Middle East region? If yes, how can reseller partners go about joining the programme?
PL: As stated above, our programme will be introduced in the coming months. A large-scale communications campaign will announce the official launch of the programme in the region.
CME: What support is Emerson Network Power giving Mindware to enhance visibility, product and solution awareness in the Middle East channel?
PL: Emerson Network Power is investing a large amount of resources in the IT channel launch. We are committed to supporting the resellers with product training, as well as application and technical support all from within the region.
CME: What key verticals is Emerson Network Power targeting in the Middle East region?
PL: Rather than targeting a specific vertical market segment, with our products and solutions we address the entire ICT critical infrastructure space, regardless of the end-user sector.
CME:What do you consider as your main rivals in the Middle East market when you poll your resellers?
PL: The Middle East market is rapidly evolving and whilst on one hand there are traditional competitors that can also be found in the USA and Western Europe, on the other hand, there seem to also be various new players to the market. The market is nevertheless in good shape, sufficiently large and growing for us to say that we do not feel threatened by any specific competitor here in the region.
CME: How do you rate the Middle East IT channel in terms of business opportunities and potential for the solutions that Emerson Network Power offers?
PL: The regional channel poses a major opportunity for Emerson Network Power to aggressively enter the market. The careful selection of a major player in the market as a partner, coupled with our technically advanced products, quality and having the right distribution channel and support will see Emerson Network Power achieve double digit growth over the next five years.
CME:Where will majority of your growth come from for Emerson Network Power in the Middle East?
PL: The majority of growth for Emerson Network Power in the Middle East market will be generated out of the following areas: IT channel market, selling value-add solutions combined with our technically advanced product offering for the data centre market, specific strategic actions to increase our footprint, customer relationship and marketing efforts.
CME: What can your channel partners expect from Emerson in the next 12 to 18 months?
PL: Our partners can expect Emerson to take a very determined approach in pursuing the SMB space by offering a fast portfolio of products and services, are well supported.