Cisco turns attention towards vertical VARs
Vertical Select Programme is targeted at partners with specific knowledge of vertical markets
Cisco may look to recruit more vertically focused channel partners in the UK, following the launch of a vertical strategy in the US.
The Cisco Vertical Select Programme is designed for channel partners that understand specific vertical markets. Those that qualify for the programme will receive additional support, which includes access to marketing and demand-generation programmes, industry consultants, sales training and resources.
The programme is aimed at the financial services, education, healthcare, state and local government markets, with plans to extend into retail next year. Cisco said the US-only programme is expected “to roll out in other regions”.
Chuck Robbins, segment vice-president for US and Canada channels at Cisco, said: “Today’s customer wants to work with a channel partner that understands their market and business needs. This makes it critical that we develop a channel partner community with vertical expertise.
“The new Cisco Vertical Select Programme is one way we can identify, reward and help channel partners that have a vertically focused business practice.”
Mark O’Hara, managing director of Cisco reseller Hydra, said: “Anything that sees Cisco focus on specialist VARs is a good idea.”
Keith Humphreys, managing consultant at research firm EuroLAN, said: “This is a positive move by Cisco and the programme is certainly applicable in the UK. End-users are looking for solutions for their specific market and they expect a reseller to deliver this.”
Humphreys said he expects Cisco to use the US programme to give existing partners a chance to specialise and to also recruit new partners.
“In the UK, Cisco is strong in the financial services, insurance, retail, manufacturing and public defence markets,” he said.
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