Nick Jheng, regional manager, Middle East, Synology elaborates on the firm’s channel strategy and how partners can best capitalise its offerings in the region.
Organisations are increasingly realising the importance of being data-driven in their businesses. The growing data deluge continues to pose huge challenges as well as opportunities for companies today. Customers are overwhelmed by the sheer volume of data being created and struggle to manage it yet alone optimise it.
Specialising in Network-Attached Storage (NAS) appliances, Synology is a Taiwanese firm that has rapidly grown its operations across the globe. Besides NAS products, the company also offers a number of applications; public cloud services and boasts its own wireless routers.
According to Synology’s regional manager for the Middle East, Nick Jheng, because the company truly understands the nuances of managing and storing data, it is able to anticipate customers’ challenges and offer innovative solutions.
“Customers can use Synology NAS as a portal and sync files to our public cloud service. We also have our own routers. We know how important it is to have stable and secure Internet environment for NAS users.”
Jheng adds that the company’s focus for the region will continue to be on the SMB market.
He says, “The regional SMB market generates more than 50 percent of UAE’s total GDP. This is also why we see our entry-level 4-bay NAS DiskStation as the most requested model in this market. However, we have observed that many users still use our NAS simply as storage. Our priority is to educate our users that they can go beyond just storage to optimise its data security, collaboration and surveillance features.”
Customers have to go to the company’s package centre and download Virtual Machine Manager (VMS) as an add-on package to expand the functionality of the NAS. This way they can effortlessly convert their NAS into a Network Video Recorder (NVR) system or take advantage of the data protection features.
“When customers use our NAS as storage, they don’t have to worry about paying for third party software. They only have to undertake one-time expense of purchasing the NAS and drive. All the other features are add-ons and free of charge,” he explains.
Jheng emphasises that while the company is primarily a NAS storage vendor, its three main pillars continue to be backup, cloud and networking.
“These three focuses will remain our priority going forward.”
Synology operates in a two-tier channel model in the region and works with distributors such as FDC for the UAE market and Hiperdist for the African territory.
Over the next few months, we will see the firm training partners to focus on the different functionalities of its NAS offering when positioning it to customers.
“Our focus for our channel for the rest of this year is to enhance their capabilities and direct them to become more familiar with the business they are doing and the products they are dealing with. Additionally, we will also be looking to expand our channel network by selecting partners who have similar growth objectives and relevant technology expertise.”
Jheng adds that the company is excited about the Middle East region and it plays a significant part in its overall business goals and strategy.
“We will continue to follow the trends and technologies in this market and deliver pioneering offerings through our dedicated partner ecosystem. We have been growing 20 percent year-on-year in this geography and expect to close the year with similar figures.”