Network video vendor Axis Communications has streamlined its UK reseller application process in an attempt to more than double its VAR numbers by the end of the year.
Axis has a three-tiered UK channel programme with Authorised, Premium and Solution levels. The vendor told CRN that it hopes to increase the number of resellers in its lowest level, Authorised, from 270 to 800 across the UK and Ireland.
Steve Gorski, managing director of Axis, said it will formally unveil the reseller recruitment drive at the security trade show IFSEC, which takes place in Birmingham later this week.
“Our UK channel programme is a stepping stone,” Gorski said. “We are trying to make it easier for partners to come on board, and starting at the Authorised level will give them a number of benefits, such as advanced news of what we are doing.”
Any potential VAR will first be required to provide Axis with an account number from one of Axis’s distributors, including Micro Peripherals or Tech Data, together with details about its business. Once this has been satisfactorily completed, the reseller will be sent a welcome letter within 48 hours.
Gorski added that its decision to expand to 800 resellers was taken carefully.
“Eight hundred is a good number for co-existence, without having a situation where resellers step on each others’ toes,” he said.
However, Keith Bloodworth, managing director of system integrator Computer Network, a Solution level Axis partner, was sceptical about the benefits of an increase in reseller numbers.
“This level of dilution could be damaging to the Axis brand, and automatically have an effect on sales volumes and margin,” he said.
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