Blue Coat scheme aims to increase reseller support

WAN specialist launches partner programme on the heels of its acquisition of Packeteer

Nigel Hawthorn: Many small resellers are not that great at marketing themselves.

Content security and WAN optimisation vendor Blue Coat has launched a channel partner programme following its recent acquisition of traffic management vendor Packeteer.

However, fears that Blue Coat resellers could be swamped by arrivistes from the Packeteer channel have so far proved unfounded.

The aim of the Blue Coat Channel Advantage programme, explained Nigel Hawthorn, Blue Coat’s vice president of marketing, is to provide top- and bottom-line growth opportunities.“We have been growing at 20 per cent every quarter, but our channel has not kept pace,” he said. “They are missing out on opportunities and, ultimately, so are we.”

Among the new attractions offered to Blue Coat resellers will be
higher discounts on demonstration kit, deal registration and a global marketing programme to give resellers sales support.

“It is a marketing initiative that resellers can hijack and rebadge as their own,” said Hawthorn. “Many smaller resellers are not that great at marketing themselves, so this could be the boost they need.”

One Blue Coat reseller dismissed fears that the merging of Packeteer’s and Blue Coat’s channels could undermine its brand, and dilute the potency of the Blue Coat reseller.

“On the contrary, it has given us a massive boost,” explained Nick Garlick, managing director of Nebulas. “As Blue Coat integrates Packeteer’s functions, we will be able to prioritise traffic for our clients.”

He added that Packeteer resellers will have a steeper learning curve in taking on Blue Coat’s product lines.
“Being on the side of the acquirer gives us a competitive advantage,” said Garlick.