Technical training, lead generation programmes, and affinity programmes are critical areas for partner program investment for technology vendors targeting the highly coveted value-added reseller community, according to a study by International Data Corporation (IDC).
IDC is represented in SA by BMI-TechKnowledge Group.
Using an innovative new methodology to segment the partnering community, the IDC study provides a critical understanding of partner requirements according to the specific business needs of partners.
IDC`s new model enables vendors to re-evaluate their approach to recruiting and supporting partners by identifying which types of partners are likely to be most effective in delivering access to key markets.
These latest research findings provide new insight into the services and resale companies that reach into small, medium, and large businesses, defying conventional partner recruitment wisdom along the way.
"Our research found that traditional segmentation methodology can yield mistaken notions regarding market reach," says Stephen Graham, vice-president of IDC`s Software Channel and Alliance Strategies research programme.
"Our results imply, for example, that logistic-oriented resellers have an important role as a product supply pipeline to large firms, particularly those customers with annual revenues of more than $1 billion. The focus of value-added resellers and service firms on midmarket opportunity is most likely the result of these firms having the domain expertise required by this market."
Share
International Data Corporation (IDC)
BMI-T has established a long-standing business relationship with the International Data Corporation (IDC). With research centres in over 40 countries and more than 500 research analysts and 3 900 clients world-wide, IDC provides a global market perspective on IT market and technology trends.
As the exclusive South African partner of IDC, BMI-T has instant access to IDC`s formidable knowledge base and consulting skills, and is positioned to offer African clients access to the full range of IDC `s global research.
For more information on IDC products and services, please visit IDCSA on http://www.info@bmi-t.co.za.
BMI-TechKnowledge Group (BMI-T)
BMI-TechKnowledge (BMI-T) is Africa `s leading supplier of market intelligence and knowledge-based consulting in the areas of IT, telecommunications and broadcasting.
Formed over fourteen years ago, BMI-T provides its clients with an unmatched and comprehensive range of unbiased market knowledge. BMI-T conducts more than 20 000 market research business-to-business and business-to-consumer interviews and more than 100 focus group projects every year.
BMI-T has an active ongoing research publications business that has consistently published research-based market analysis covering many facets of the IT, telecommunications and emerging media sectors. This knowledge base provides the platform on which we build our customised research and consulting, including assignments such as market entry strategies, product entry strategies, channel and distribution analysis and African research.