XChange Events

XAM Day 3, Aug 12, 2011

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THE OFFICIAL SHOW DAILY DAY THREE NEWS AND EVENTS FROM XCHANGE AMERICAS Samsung’s A Real Team Player Partners In Innovation program includes new membership levels, incentives, training By Jennifer Hagendorf Follett Samsung wants channel partners to know they all play for the same team. Following Samsung’s XChange dress code, Peter Richardson donned a blue Samsung soccer uniform and told solu- tion providers that Samsung is commit- ted to being a good partner. “We’re on your team. We’re al- ways going to be your partner; we’re never going to be your competitor,” said Richardson, manager of printer marketing, enterprise business divi- sion. “We are a global B2B presence and we want to go to market with you, 100 percent channel focused.” Richardson spotlighted Samsung’s new Partners In Innovation program, which created new partner member- ship levels, introduced new incentives and offered new training and educa- tion resources to solution providers. New levels include Select Business Clear Goal In Mind: ‘We want to go to market with you,’ says Samsung’s Richardson. Partner for solution providers earn- ing less than 50,000 annual points; Signature Business Partner for 50,000 to 600,000 annual points; and Stra- tegic Business Partner for more than 600,000 annual points, Richardson said. Samsung gives solution providers points based on partner product sales, giving more points per dollar sold for Do You Know Who Your Core Customer Is? By Rob Wright When he asks businesses who their core customers are, Patrick Thean usually hears familiar terms like SMBs or trans- portation and health-care verticals. But that’s not good enough. Thean, CEO of management consulting firm Gazelle Systems, said businesses, es- pecially solution providers, have to go deeper than just market generalizations and really find what makes their specific core customers different. “Do you know your core customer —the one that you can’t live without?” Thean asked the audience. “I want you to know what your core custom- ers need. To do that you need to get down to a human [level].” Thean, who also co-chairs the MIT Entrepreneur’s Masters Program, pre- sented three key questions for busi- nesses looking to grow: How do you differentiate yourself for core custom- ers? How do you execute at 20 feet instead of 20,000 feet? And how do you win more often? Thean said once solution providers identify the businesses they believe are their core clients, they must find unique ways to deliver solutions so they stand out from the competition. He said an easy exercise is to look for things that customers hate. Thean used the exam- ple of Hostopia, a Web services firm that discovered most of its clients hated doing Web site migrations and decided to guarantee successful migrations ser- vices or they’d pay the customer. In addition, Thean said it’s impor- Gazelle’s Thean: Chart how well you’re identifying, connecting with customers. tant to build in some kind of perfor- mance metrics to chart how well you are identifying, branding and connect- ing with those core customers. Saturday, August 13, 2011 Hyatt Regency Convention Center Denver, Colorado certain technology categories, such as PCs, printers, memory and storage, to incent partners that may traditionally only have carried the vendor’s display products to expand their portfolios. Greg Jones, network engineer and systems integration administrator for Autosoft International, a Coeur d’Alene, Idaho, ISV solution provider that specializes in car dealerships, said he wants to take a closer look at Samsung’s printer lineup because he’s looking for a new vendor in that space. “They are dirty environments so we need an in- dustrial-type printer partner,” he said. Richardson also pointed to several of Samsung’s products as a means of enticing solution providers to team with the company. Samsung’s Series 9 notebooks are slim and light, making for a powerful executive notebook alternative to non- Windows thin notebooks, Richardson said, in a thinly veiled reference to Apple’s MacBook Air. He also touted Samsung’s Sync- master line of PC-over-IP monitors, built for virtual desktop environments. Photos by Gene Fedele

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