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TP-Link Middle East readies SMB partner programme

Networking vendor to launch a blitz of SMB products in Q4 2016

Jiang says TP-Link is working closely with its distribution partners to increase visibility in the SMB segment.
Jiang says TP-Link is working closely with its distribution partners to increase visibility in the SMB segment.

TP-Link Technologies Co Ltd, a global provider of SOHO, SMB networking products and wireless LAN solutions, has announced that it is readying a new SMB-focused partner programme as the company prepares to launch new products aimed at this segment in the Middle East and Africa (MEA) market.

According to the company, the channel partner initiatives are targeted at systems integrators serving the SMB market and will include training, certifications and rebate schemes.

Lucas Jiang, assistant general manager, TP-Link Middle East and Africa (MEA), said since the formation of the SMB division, the company's focus has been on the systems integration sector and IT projects implemented in this sought after market. "We will be launching a new partner programme this quarter for SMB products to support reseller partners through marketing, training, proof of concept (PoC) and pricing," he said. "In order to aid partners across the Middle East, we have decided to introduce a dedicated SMB partner programme."

Jiang said TP-Link is working closely with its distribution partners that already have dedicated teams for SMB products. "Together with our distributors in MEA, we are trying to achieve one common goal and that's to grow the share of TP-Link's SMB business in the region," he explained. "We have a very positive outlook on the SI market as we see a lot of upcoming infrastructure investments from the government sector and the technological opportunities these will present. On the other hand, the rapid technology changes are compelling small businesses to upgrade their existing IT and networking infrastructure.

He pointed out that major factors driving the SMB market in MEA is the rise in government investment in IT, growth in technology and population, and the increasing need for industrial growth. "Events like the Dubai Expo 2020 are giving the SMB sector an additional boost and that's why the company is giving channel partners resources and tools to help them succeed in this market," he added.

Jiang said as SIs are warming up to becoming full-fledged IT managed services providers, it is important for TP-Link to come to the market with offerings that help partners to stand out. "Although the Middle East channel is still in the initial stages of offering managed services, most solution providers are already providing integration and professional services," he observed. "This will be the driving force for most partners especially those targeting smaller businesses.

He said that as part of the SMB Partner Programme, TP-Link will be conducting sales and technical training, product training and certifying partners that go through the programme. "We believe training is key for the product success and we continuously monitor market trends and change strategies as per market requirements," he said.

Jiang explained that in today's market, channel partners cannot survive with basic product fulfilment as they are expected to add value and the programme has been designed with that in mind.