Collaboration is the Cisco buzzword, as the networking giant unveiled a new channel programme centred on globalisation.

At its Cisco Channel Exchange event in Lisbon, the vendor claimed that a $34bn opportunity awaits it and its partners in the collaboration space over the coming year and now is the time to capitalise on that opportunity.

In his keynote, Keith Goodwin, senior vice president worldwide channels at Cisco, said: “We will continue to look at growth a profitability of Cisco and its partners in the long term. Ten years ago 60 to 70 per cent of Cisco’s revenue was generated through partners and it was more of a fulfilment model where the Cisco sales force created demand and partners fulfilled that.

“We then saw the need to move from fulfilment to enablement and our partners have really caught on to this. In 2009, we have an opportunity to go to partners and really look at new areas such as small business. However, one of the most important things is the second phase of the internet: collaboration and Web 2.0. Together with our partners we are going to realise this second phase.”

The vendor’s latest programme, named the Cisco Global Resale Agent model, will enable resellers from different countries to locate suitable partners to work together on different projects, such as a firm in a host country looking to upgrade its satellite office in another, for example.

Using Cisco’s Partner Exchange – which is a virtual environment, similar to a social networking site such as Facebook or Myspace, partners can log on and find, connect with and collaborate with other partners offering complementary technology, services and industry expertise.

According to Cisco figures, 31 per cent of its partners’ revenues already comes from collaboration.

“Globalisation is a concept that we hear from customers around the world and they are all looking for growth outside their own country,” Goodwin said. “Cust omers are globalising and are going multinational. We need to evolve our partner programme to help partners to do that.”

The vendor played down concerns that the scheme could lead to price wars and fierce competition in different regions.

“There is always the opportunity for channel conflict. We want to try and educate customers of the value of individual partners and encourage them to make their own choice,” Goodwin added.