Creating Niche value

Valued added distributor (VAD), Spectrami has finally established a channel foundation in the Middle East region

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Creating Niche value Choudha says Spectrami has limited the number of channel partners it works with per country.
By  Manda Banda Published  November 28, 2012

Valued added distributor (VAD), Spectrami has finally established a channel foundation in the Middle East region. After setting up in the regional IT distribution space at the start of the year, Spectrami is building niche value for itself in the channel.

Anand Choudha, managing director, at Spectrami is aware that starting an IT VAD business or any other business is not easy and takes time to gain customer confidence and loyalty. It is precisely for this reason that Choudha has been under no illusion that Spectrami’s success will come overnight. He knows that for Spectrami to succeed in the high competitive yet lucrative VAD space, it must have a solid channel business strategy, a competent enthusiastic channel ecosystem and have best-of-breed vendor solutions.

With a solid channel strategy, and comprehensive portfolio of products, Spectrami is steadily building a channel ecosystem it believes will help it to develop niche value for all it solutions it offers into the region.

Choudha said at spectrami, the company has endeavored to adopt the vendor extension model, where in it replicates the same model as a principal vendor would, for the vendors that don’t have a direct presence in Middle East.

While business has grown tremendously since Spectrami opened its doors in Dubai, Choudha acknowledged that it is never easy to start a business.  “We had a very clear plan from the day we started our business and that was to create a niche value and brand name for ourselves and the vendors that we represent,” he said. “We had to put in a lot of effort in order to do so and to provide some high level of services to our partners and customers. This was done to ensure a very good experience with the solutions that we represent in the market.”

With vendor brands that include: Actifio (copy data management), Logrhythm (SIEM), Verdasys (enterprise information protection), Fidelis (advanced persistent threat protection), Solera (network forensics), Titus (message classification) and Tenable (vulnerability management), Spectrami has on board the most comprehensive IT threat management solutions.

Choudha said one of the key things about these technologies is the fact that all of them are rated as leaders or scored highly by industry analysts like Gartner in their respective domains. “We have been very clear with our vendor partners from the start and that is to provide key support in partner and customer enablement initiatives,” he said. With the ‘new age’ distributor being urged to go the extra mile, Spectrami has from the onset invested in channel programmes based on the investment channel partners devote in the technologies and the commitment. “We certify them accordingly and this is over and above the vendor partner programmes that we also carry. We primarily have two levels in our partner programmes: Gold and Silver tier,” he said.

Choudha added that the company’s market focus is primarily in security and availability areas with APT protection, EIP, SIEM, network forensics and copy data management high on the company’s solutions offerings. “We feel that with the current security attacks the region is witnessing, there is need for new generation protection and that is exactly what our security solutions do. Besides this, our Copy Data Management solution from Actifio also helps customer to reduce their storage spending by upto 90% by decoupling and collapsing various copy data silos that exist in their IT infrastructure,” he said.

Aside from the vertical focus, Choudha said Spectrami’s key business divisions are Sales, Marketing, Pre-sales and Post-Sales. “Each division is focused on creating and providing value to customers and partners,” he says.

With the VAD philosophy right at the centre of Spectrami’s core offering, Choudha added that: “We provide value in each engagement process that we work on whether be sales or the pre-sales and post-sales team enabling technical delivery for solutions.”

Despite the challenging channel environment, Choudha said there are opportunities in areas of security and copy data management in the region.

However, Choudha explained that there is a definitive gap in the customer business environment in areas of advanced security protection and copy data management.

Aside from growth and vertical specialisations, Spectrami is also exploring the possibility of setting up subsidiaries in the MENA region. “As a matter of fact, we have recently setup a subsidiary in Morocco to cater to the North and West Africa, and we are engaging with partners in East Africa as well. We believe this will give us to give us a larger footprint in the MEA region.

Choudha said the company is upbeat that Saudi Arabia, Qatar, UAE, Morocco and Kenya would be the biggest markets for Spectrami in the immediate future. “Our channel partners can expect higher service levels, a bigger, better team and some exciting new products in line with our commitment to be one of the top VADs in the region,” he concluded.

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