Siemens distributors get VAR thumbs-up

Siemens Enterprise Communications claims its move to a two-tier channel model last year has proved a big hit with resellers so far.

Last summer, the vendor opted to go down the distribution route and signed UK deals with DataSharp, Scansource Communications Europe, (formerly MTV Telecom), Nimans and Rocom. The move was prompted by a desire to improve management of stock and logistics.

The firm recently surveyed 38 of its resellers and found the majority reported being "satisfied" or "absolutely satisfied" with the new model. Most also claimed there was "more" or "a lot more" value in their relationship with Siemens than with other communications manufacturers.

Siemens claims the two-tier strategy has allowed it to concentrate on developing new unified communications products and ameliorating its GoForward! reseller support programme. One VAR initiative recently launched is a cashback scheme to encourage end users to upgrade legacy equipment.

Depending on the product sold, resellers can receive payments of up to £1,000 and the scheme runs until September. Leon Mangan, indirect channel director for Siemens Enterprise Communications, said:

“Our reseller survey vindicates our decision to change to a distributor-focused channel last year to enhance supply chain support. We are pleased that reseller satisfaction levels on the key indicators were substantially up on levels seen last autumn.

"This is enabling us to not only innovate in unified communications product offerings but also to support partners’ business modes, whether by setting up revised credit streams or joint new business development tools. The cashback incentive has the potential to kick-start end user buying decisions, even in the current trading conditions.”