Cementing channel alliances

Peter Lambrecht, vice president, Sales IT and Finance for Europe, Middle East and Africa at Emerson Network Power, talks about how the company is strengthening its channel alliances in the region

Tags: Emerson Network Powe (www.emersonnetworkpower.com)
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Cementing channel alliances Lambrecht says the Middle East offers a major opportunity for Emerson Network Power.
By  Manda Banda Published  November 29, 2013

Peter Lambrecht, vice president, Sales IT and Finance for Europe, Middle East and Africa at Emerson Network Power, talks about how the company is strengthening its channel alliances in the region.

Channel: What has been your company’s focus and business strategy for the Middle East channel in 2013?

PL: The focus for the Middle East channel business in 2013 has been strongly orientated towards addressing the SME segment of the IT market. Partnering with Mindware in UAE, Saudi, Jordan, Lebanon and Qatar has received great reseller response and growth in the region.

Channel: How is the company helping its channel partners to take advantage of the improving business climate in the Middle East?

PL: Emerson Network Power encourages partners to expand their portfolio and explore up-selling opportunities. Our top priority is working closely with partners to provide them with the necessary support in delivering any solution required by the market, be it for small, medium or large applications ranging from UPS installation, thermal management, DCIM as well as racks and solutions.

Channel: What channel initiatives is Emerson Power rolling out in the Middle East region?

PL: The main initiative planned for the Middle East region is the launch of our Innovation Partnership Program (IPP). The programme is designed to enable resellers to address key customer challenges in terms of IT applications while maximising their revenue and opportunity potential. As part of the programme, partners receive access to extensive training, information and a full suite of configuration tools.

This initiative has been running in the US for a number of years now with great success. For the second consecutive year it has been selected as the best partner programme in the US. With the imminent launch across EMEA, the Middle East will be one of the first regions to join the strategic IPP initiative. In addition to this launch, we are planning to run a number of promotions and initiatives to benefit our local reseller base.

Channel: What is the state of the Middle East IT channel in terms of business opportunities and potential for the solutions you offer to the market?

PL: The Middle East IT channel offers a major opportunity for Emerson Network Power to aggressively enter the market. The careful selection of a major player in the market as our 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.

Channel: What role are your distribution and reseller partners expected to play going forward?

PL: Mindware as out distributor is as a strategic partner with local market knowledge, the technical skills and ability to provide access to their very broad reseller base. They are helping us present our complete offering for the SMB market to the IT reseller base across the Middle East region. We rely on Mindware’s network of vendors to evaluate all opportunities in which we can jointly deliver on cloud-related initiatives in the region.

Channel: What would you say will be your major highlight at this year’s GITEX Technology Week?

PL: The launch of the Innovation Partnership Program (IPP) is without a doubt the highlight of this year’s GITEX event, coupled with the introduction of the optimised 19-inch DCF rack system and the Liebert APS UPS which have proven to be strategic additions to our IT reseller’s portfolio. GITEX is the ICT event for excellence in the region where ICT professionals meet. We as technology providers are very enthusiastic about participating in this great event.

Channel: What can your channel partners (distributors & resellers) expect from Emerson Network Power in the next 12 months in the Middle East region?

PL: The launch of IPP clearly marks a milestone in the relationship between Emerson Network Power and Mindware. As part of Emerson’s ongoing commitment to its partners, we offer new tools to ensure the partners’ success will result in the launch of new interactive material, a new online configurator and a wealth of additional marketing promotional tools and resources.

Channel: What technology or business trends is your company tracting in the next two years?

PL: At Emerson Network Power, we constantly invest in technology advancements to be able to meet the growing demands of a dynamic market where business uptime is not negotiable. For this reason you can expect a series of IT related evolutions in the course of the coming year.

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