Email, file archiving and storage management solutions major Waterford Technologies is seeking to expand its partner ecosystem with a meticulously executed plan that will see the company recruit SI partners in the Middle East and Africa (MEA) region.
The plan by Waterford Technologies comes as the vendor plans to build its own channel ecosystem in the MEA region. The company wants to capitalise on the anticipated data storage growth in the Middle East and believes having solid channel presence will help it grow its footprint in the region.
Bradon Nolan, CEO at Waterford Technologies says currently, the company is in the process of recruiting channel partners in Middle East region through its distributor LQ Secure. Nolan says Waterford Technologies has three levels of partnership and the alliance levels are based on partner commitment and the benefits a partner receives. “We work very closely with our partners and once we sign them up, Waterford Technologies provides training to their sales and technical people to ensure that they in turn offer pre- and post-sales support to their end-user clients,” he says.
Nolan points out that at the moment, Waterford Technologies has one distributor in the Middle East region and will be appointing a distributor in South Africa to cover the entire African region. “We are in discussions with South African-based distributors as our strategy is to not have more than one distributor in a region,” he says.
He adds that because the company offers email, file archiving and storage management solutions to the channel, it is vital for distributors and channel partners that come on board to have sales and technical expertise on board. “We prefer to work with VADs that can offer pre- and post-sales support, presentations to customers, proof of concept, level one support, lead generation activities, pro-active sales, in-house training, channel recruitment management and enablement,” he remarks. “Email, file archiving and management solutions have huge potential in MEA region especially with growing email and file data requirements on a daily, weekly and monthly basis.
Nolan adds that Waterford Technologies will be addressing the whole region however the company’s main focus at the moment is on the UAE, Saudi Arabia, Qatar and Kuwait in the Middle East region.
He adds that although the broader strategy is to address email, file archiving and storage management solutions, presently Waterford Technologies is focusing on email archiving and storage management solutions for the Middle East. “We will be expanding with the focus on file archiving later,” he says.
Commenting on channel initiatives for the next year, Nolan explains that Waterford’s channel training programme for channel partners in 2011 is quite busy. “We will have one-on–one training sessions for partners and end-user customers, classroom training and Web-based training for sales and technical people,” he says. “We have already started to conduct multiple sales and technical training sessions in the region and we will continue to do this as we value the importance of training channel partners.”
Looking ahead, Nolan says Waterford Technologies’ major challenge as it sets up its channel is to create awareness of the brand and its products so that partners and end-user customers can gain a clearer understanding of the company’s technology offerings. “With what we have started doing, it won’t take long to get the balance and right channel mix,” he concludes.
Reseller Middle East (RME) recently spoke to Brandon Nolan, CEO, at Waterford Technologies, an email, file archiving and storage management solutions vendor on the company?s plans to build a sustainable channel model in the Middle East region.