Shadi Bakhour, B2B Business Unit Director at Canon Middle East, shares how Canon is redefining partner success in the UAE through its unified ONE-PRINT strategy, enhanced incentives, and a strong focus on SME growth and digital transformation.
Canon has always been a trusted name in imaging and printing. How is your strategy evolving in the UAE to empower and support your resellers more effectively in today’s competitive market?
Our strategy in the UAE has evolved significantly to create a more integrated and supportive ecosystem for our partners. Our SI-VAR program is the centerpiece of this evolution, consolidating Canon’s entire product range under one roof. This positions us as the ultimate one-stop shop for all printing and scanning needs, allowing our partners to represent Canon as ONE-PRINT with a comprehensive lineup serving everyone from small office/home office environments to large enterprise organizations.
We’re particularly focused on the growing SME/SMB segment, which presents abundant opportunities within the UAE market supported by various government initiatives. We’ve also introduced a revised rebate structure, enhanced engagement activities, and expanded service enablement opportunities to empower our partners. This approach has already yielded remarkable results, as evidenced by our recent SI-VAR Gala Awards event, where we celebrated the exceptional performance of our partners throughout 2024.
Could you walk us through the revised rebate structure and how this new model is designed to benefit partners and drive growth?
Our revised rebate structure is designed with a clear focus on driving mutual growth while rewarding partner excellence and commitment. The new model creates a more transparent and attainable path to higher tier status within our partner program, as demonstrated by our recent recognition of several new Platinum and Gold tier partners at our Gala Awards event.
The structure rewards partners based on a combination of performance metrics, including sales achievements, service quality, technical expertise, and customer satisfaction. This holistic approach ensures that our partners are incentivized not just to sell more but to deliver exceptional value to customers. The model specifically includes enhanced rewards for partners who excel in strategic growth areas like Managed Print Services (MPS) and the SME/SMB segment. We’ve seen partners like Fanar Solutions, who earned our MPS Partner of the Year award, thrive under this structure by securing high-value deals and demonstrating unwavering dedication to excellence.
Beyond financial incentives, what specific initiatives or programs is Canon currently implementing to strengthen reseller capabilities and foster long-term collaboration?
One of our most significant initiatives is the Canon Certified Printing Consultant (CCPC) program, which we recently launched to cultivate a new generation of printing experts. This program goes beyond traditional training, combining in-depth theoretical knowledge with hands-on practical experience across a spectrum of topics crucial for today’s printing professionals.
We’re also enhancing partner engagement through regular events like our “Celebrating You” customer recognition series and the SI-VAR Gala Awards. These events not only recognize achievement but also strengthen our collaborative vision for the future. Additionally, we’re expanding service enablement opportunities to help partners develop recurring revenue streams and deepen customer relationships.
How are you leveraging Canon’s global resources and innovations to create localized value for partners in the UAE and wider Middle East region?
Our substantial R&D investment, yielding over 3,000 US patents annually, drives innovation throughout our portfolio. This translates to enhanced AI capabilities in cameras, advanced medical imaging solutions and semi-conductor chipmaking capability. This commitment to innovation propels our B2B solutions to the forefront of technological advancement, equipping our partners with the tools to remain competitive and agile amidst evolving market trends.
Since establishing our presence in Saudi Arabia in 2018, we’ve maintained a consistent 30% annual growth rate and invested over 50 million dollars in strategic facilities across the region1. These investments ensure our partners can access the latest Canon technologies and expertise locally.
Canon also continues to demonstrate partner support through a comprehensive approach to collaboration, like exclusive sneak peek of technologies ahead of market launch, flying key customers to global and regional events like DRUPA, ISE, and FESPA, and hosting specialized workshops
The ‘ONE-PRINT’ strategy has generated significant buzz. Can you explain what this approach entails and how it simplifies Canon’s product offerings for partners and end customers?
The ONE-PRINT strategy represents a fundamental shift in how we present our product portfolio to the market. Instead of segmenting our offerings into distinct product categories, we’ve consolidated our entire range under a unified approach that positions Canon as the ultimate one-stop shop for all printing and scanning needs.
This comprehensive approach allows our partners to represent Canon with a complete lineup that spans all segments, including A4 laser (i-Sensys), business inkjet (Maxify), A3 laser (Office/Workspace), large format printers, very light production (VLP) machines, document scanning solutions, and much more.
For partners, ONE-PRINT simplifies their go-to-market approach and expands their potential customer base. For end customers, it ensures they can meet all their printing and document management needs through a single trusted provider, creating a more seamless experience and enabling a more strategic approach to their printing infrastructure.
In a rapidly evolving digital and hybrid work environment, how is Canon adapting its printing solutions to meet the shifting needs of businesses—and how do resellers play a role in this transformation?
Canon has evolved beyond being just a provider of printing hardware to become a strategic partner in businesses’ digital transformation journeys. Our Managed Print Services (MPS) empower organizations to embrace digital transformation by seamlessly integrating state-of-the-art technologies for print and scan infrastructure management, ensuring efficiency, security, and sustainability.Our services are specifically designed to promote seamless collaboration between remote and office environments under a unified contract, facilitating efficient workflows anytime, anywhere.
Resellers play a pivotal role in this transformation as trusted advisors who can guide businesses through the complexities of modern printing ecosystems. Through programs like our CCPC initiative, we’re equipping our partners with the knowledge and skills to help customers leverage these technologies to drive efficiency, reduce costs, and create new revenue streams. Our partners are evolving from equipment suppliers to consultants who can help businesses navigate the convergence of print and digital technologies.
What kind of support and training does Canon offer to ensure its resellers stay ahead in terms of product knowledge, sales skills, and service capabilities?
Our flagship training initiative is the Canon Certified Printing Consultant (CCPC) program, representing our investment in the printing industry’s future. This comprehensive program equips consultants with technical expertise to optimize printing workflows for various business needs while developing their sales and presentation skills to communicate value to decision-makers effectively.
Beyond the CCPC program, we offer our partners regular product training, sales enablement resources, and technical certification paths. We’ve also expanded our service enablement opportunities, providing partners with the tools and knowledge to develop their service capabilities and create additional revenue streams.
Looking ahead, what are your key priorities for the Canon reseller ecosystem in the UAE, and what can partners expect from Canon in the coming year?
Our key priority is to strengthen our reseller ecosystem by focusing on growth in the SME/SMB segment and delivering greater customer value. Partners can expect expanded support through the CCPC program, enhanced digital tools, and more regional events to drive collaboration and recognition. Sustainability remains a core focus, with continued progress toward our 2030 CO2 reduction goals and the introduction of greener solutions. Canon is committed to innovation, expertise, and empowering partners to succeed in a dynamic market.
