STEP up for Samsung UK channel focus
Emphasis on the channel reflected in new programme due later this year
Samsung's latest channel programme announced 1 April in the US will be rolled out to the UK later in 2014, sources have confirmed.
The programme, Samsung Team of Empowered Partners (STEP), is meant to make it easier for third-party providers to get product and support that will increase sales.
"Currently, Samsung's channel effort is divided by regions and product lines. By consolidating, Samsung is making a concerted effort to bring more partners in and expose more opportunities to channel partners," it said.
Samsung UK has not revealed further details locally as yet but will be in touch with further details when it is able, a vendor spokesperson told ChannelWeb.
According to Channelnomics' chief executive and industry pundit Larry Walsh, the move suggests a "channelification" of the Korean manufacturer.
"Samsung does much of its business through partners, but in a fractured way. STEP and its complementary support programmes are designed to not just simplify and expand support, but make Samsung more approachable," Walsh (pictured, right) wrote.
The first step, Samsung US enterprise channel director Richard Hutton told Channelnomics, is rolling out STEP to its 13,000 partners in North America, with priority given to the top resellers.
In the second half of 2014, Samsung will launch a channel recruitment campaign. In 2015, it will aim to give greater clarity to partners on product and services opportunities, he said.
"We are focused solely on a channel sales approach and continuously look for ways to improve our channel offerings by identifying new tools, technical expertise and marketing strategies to help our partners elevate their businesses competencies," Hutton said.
Channelnomics' Walsh speculated that Samsung's desire to drive more indirect sales would put it on a "collision course" with companies such as Dell, HP and Lenovo, "which are all leaning on their channels to drive growth".
"Samsung's advantage is brand leadership in smartphones and tablets, as well as a strong presence in ultrabooks," he said.
The Seoul-headquartered parent company Samsung Electronics - a subsidiary of Samsung Group - forecast a drop in profits for the second quarter in a row yesterday.
It now predicts an operating profit of 8.4tn won (£4.8bn) for the quarter ending 31 March 2014, four per cent lower than the year-ago quarter.
The quarter ending 30 December 2013 saw a six per cent decline. Analysts have suggested that the vendor is struggling to increase revenues as prices for its market-leading mobile phones continue to fall.