Aptronics a black empowerment success for Compaq

Black empowerment has spelled success for Compaq channel partner, Aptronics, and has proved that partnerships between vendor and reseller are the most effective method of supporting customers.

"Established in 1992, Aptronics has been a Compaq reseller since 1995," says Aptronics MD Anil `Appie` Pema.

"Although originally operating in the AS400 and peripherals market, we moved to the Intel market with a product focus primarily on desktops. Our aim has always been to keep up with the developments in the IT industry and offer new technologies and solutions to our customers as they become available. This formula has so far proved to be the right one as the customers, many which operate in industries such as insurance, electronics and pharmaceuticals, and who were with us from the start are still customers today.

"In 1997 Compaq introduced its black economic empowerment (BEE) initiative which aimed at bringing black-owned and managed IT companies into the Compaq channel. Its Diamond Partner Programme for BEE companies does away with the perception that empowerment in IT is mere window dressing by not only identifying BEE candidates, but also building their businesses through training and support.

"In order to qualify as a Compaq Diamond Partner, we had to comply with a number of strict requirements. For example, our company had to be at least 80% owned and managed by previously disadvantaged individuals (PDI) as well as maintain a staff complement that reflected positive empowerment. At the same time we, like other Compaq partners, were required to meet certain sales targets linked to incentives if the targets are beaten. Aptronics has managed to consistently beat its sales targets every year.

"It is in the area of incentives that our partnership with Compaq has proved the most valuable. Training for any IT company is a major expense. Not only must staff be fully qualified to support the solutions we provide our customers, they must also continually update their training as new technologies and new products are introduced. Part of the Diamond Partner programme, as well as part of the incentive scheme, includes training from Compaq.

"To date, Compaq has contributed to our training costs, enabling us to build our business while at the same time improve the skills of our staff. The value that Compaq adds in this area is critical to our business and as a result has enabled us to grow from selling desktop systems to the sales and support of almost the entire rang of Compaq products and solutions, from handhelds and desktops to servers and storage. In fact, the only Compaq products that we do not handle are the Alpha and Himalaya systems. Incidentally, Aptronics is the first Diamond Partner to have a staff member achieve the Compaq StorageWorks EVA Certified Partnership qualification. Our expertise combined with a wide product set make us a truly one-stop solutions provider.

"I believe that the relationship between vendor and reseller is the cornerstone to success for both companies. Compaq has proved to be an easy company to work with, lacking the arrogance that I have seen with other vendors.

"Its people and departments are easy to approach and we are assured of their full support for every project we enter into. Compaq`s new sales model which combines CRM and direct customer contact has often been seen as direct competition with the sales channel. However, this perception is wrong. Instead it has provided us with an additional sales and marketing force that generates new opportunities for us while providing our customers with a single point of contact. We win through new business and the customer wins through direct contact with Compaq - a factor which is becoming more important in a market where customers demand accountability and direct involvement from their suppliers."

Adds Pema: "IT is a fast-changing industry with new technology developed almost on a daily basis. In order to survive, the sales channel has to keep abreast of what is happening and in order to achieve this, they need a closer relationship with their suppliers. Through Compaq we have managed to grow our company considerably both in terms of revenue as well as in the skills we offer our customers. As a result we have a staff of self-motivated people who are highly skilled and prepared to over-deliver to the customer backed by the support of a global technology leader that is committed to its channel partners."