GEC NEWS WIREWhat is you channel strategy for the Middle East region? How do you cover this huge geography?
Guardian One Technologies DMCC has come a long way in Channel Strategy segment. We have transformed from a Customer to a Service Provider in a period of 6 months, which is commendable.
Even though we are new to the market, being in the customer side in the UAE for decades, has helped us to understand the customer mindset and needs. We have always tried to provide tailor made product options to our customers. As channel partners we concentrate on providing 360 degree solutions to our customers which will cover the organizations complete IT requirements which includes On-Premise infrastructure, CLOUD services, Business Applications, Security and Forensic solutions ERP Systems, Financial Products, ELV solutions Storage etc.
What is the state of Channel Partner Network is the region? How have you managed to remain focused in a rapidly evolving region like the Middle East?
Right now the market is facing a huge drop in the demand when it comes to product and services. Many partners are losing their loyal customers.
We at Guardian One Technologies, focus on providing services to the BFSI, Healthcare, Education, Logistics and the F&B sectors and we have been able to create a standard demand within our customers.
Our motto is to provide:
- In-a-Box solution: customers should be able to customize the services according to their needs. There is always an option to CUT what is irrelevant and ADD what is required
- Capex to Opex Model: We don’t want any business to have operating issues because they don’t have enough cash flow to spend on IT on one occasion. We provide, with the help of our financial partners, leasing options which is a huge relief for any entities.
With the channel partner market constantly evolving, what are the key elements that a partner should incorporate?
A partner should be flexible as per the needs of the customer rather than being rigid. We should be able to provide what customer need, not what we can provide.
Also, the partner should have complete portfolio of system integration which will help the customer to have a one stop solution when it comes to their IT requirements.
What is the biggest challenge that the Middle East channel partners are facing?
One of the biggest challenges is to understand the diverse and constantly changing customer expectations. Since customers can be diverse by gender, race, age, generation, and so on, it is very critical to speak to your customers to understand their specific problems.
Also, consistency is probably the most difficult challenge to achieve. Great customer service must be delivered to all customers, across all business channels, 24/7.
And, Channel Partners should be able to provided flexibilities to the customers when it comes to payment terms and this should be applicable to the vendors as well.
Sometimes Channel partners don’t receive the support that they expect from the Manufactures and the vendors that they expect.
Now-a-days, vendors are demanding more from channel partners. How challenging is it to keep up to their expectations?
Vendors always expect more sales from the channel partners. Sometimes it is challenging as there will be targets and it’s not always necessary that the targets are achieved. Obviously, the best way to handle the challenge is to generate more sales. Also, having a better relationship with the vendor will help.
How are you adding value to your vendors whose products you represent?
We at Guardian One Technologies we always try to promote Vendor’s name along with their products.
Also, channel partner-vendor relationship provides an opportunity to promote certain products or services which we believe is a value adds. Also as channel partners, we have direct contact with the customers, which help us to closely analyze and understand the exact requirements of the customers. We are able to give timely feedback and suggestions to our vendors, which helps them to customize their solutions exactly as per customer requirements.
How does effective partner programs help you grow your business?
- Partner programs help to grow trust among the customers and potential future collaborators.
- It also helps to expand the customer base. It helps to create customer centric sales processes.
- It also helps you to get a cutting edge against your competitors as well.
If could you improve one thing in the channel business, what would that be?
Quality of product and services. Customers should not be mislead with false promises and numbers. There should always be transparency in the business.
What product or technology should the channel watch out for this year?
Artificial Intelligence, Cyber Security and Virtual Reality, Block chain are some of the technologies that will create an impact in 2019.
How are you raising your brand across this region?
We are mainly concentrating on Cloud Solutions and Security & Forensics. Our aim is to provide quality products and services to all our customers.
Starting with the UAE, we are planning to expand across Muscat, Bahrain & Saudi. Also, next year we are planning to cover the markets of Kuwait, Qatar and APAC region.
