Siemens develops indirect channel model

Distribution approach adopted to provide enhanced support and service to partners, increase market share and enable partners to win more business.

Siemens Enterprise Communications is migrating to a pure distribution model having previously had both a one- and two-tier approach.  The move will allow Siemens to focus on delivering partner support through sales, marketing and support activities, which in turn will allow accredited partners to maximise the value of sales opportunities to their customers. 

Since the highly successful launch of our Go Forward! partner programme, we have been monitoring market developments, particularly in relation to our evolving product portfolio, and also analysed feedback from our partner satisfaction survey.  The main challenge, according to the survey, was to provide our partners with a satisfactory logistics and supply process that in turn would help them drive new business.  The shift to a pure distribution model will enable us to focus on providing exactly this, said Leon Mangan (pictured), sales director, Indirect Channel, Siemens Enterprise Communications.

From a market perspective, distribution organisations have significantly developed their offerings and capabilities over the last few years.  They are no longer box-shifters but solution providers, and now offer the range of value added services that our channel partners demand.  Furthermore, when aligned with slick logistics performance they are best positioned to serve the reseller community.  This will also allow us to continue developing and marketing award-winning products while driving market awareness of new application areas, such as Unified Communications and Fixed Mobile Convenience.

With the Siemens product portfolio already boasting solutions specifically designed for the channel, such as HiPath OpenOffice ME, and coupled with increased support, partners will be in a stronger position to serve the needs of the ever demanding end user. HiPath OpenOffice ME is the first Unified Communications solution developed purposefully for the channel.  Its productivity and collaboration features, such as intuitive presence-aware management and drag-and-drop conferencing, provide SMEs with the tools to optimise both internal and external communications.

Go Forward! focuses on delivering expert support and service to partners, allowing them to fully maximise the breadth of Siemens award-winning product portfolio, as well as utilising its training programme.  With the emphasis being on retaining and attracting partners that are committed to solutions-led sales to end users, Siemens will ensure that partners can differentiate themselves by delivering open communications products and applications that reduce costs and increase organisational efficiency and productivity.

Adopting a pure distribution approach demonstrates our confidence in our product portfolio and the Go Forward! partner programme itself.  We recognise the value our distribution partners bring in providing a complete range of services that satisfy the needs of the market, concluded Mangan.

Dave Dyer, Channel Marketing Director at Siemens, commented: Adopting a purely distribution model is a really positive step for Siemens and our partners. In the past we have operated a mixed one and two tier model, and this made it difficult to focus on adding value to our partners in the right areas - such as in raising market awareness with the end user communities we all serve. Now we will be able to focus on doing what we do best - delivering market leading Unified Communications and Mobility Solutions whilst utilising the fully developed value add services which distribution organisations are best positioned to provide. It is a win for Siemens, a win for the Reseller or VAR and a win for our Distribution partners - we will all be able to drive for market growth in the months ahead.

About Siemens Enterprise Communications

Siemens Enterprise Communications is one of the worlds leading vendors of Open Communications solutions for enterprises of all sizes, enabling business processes to be more productive, faster and more secure with any device, network or information technology infrastructure.  The company is a wholly owned subsidiary of Siemens AG with 15,000 employees globally and headquarters in Munich.

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