Sustaining growth with partners


D-link is focusing on strengthening its channel and enabling them
Sakkeer Hussain, Sales & Marketing Director at D-Link MEA discusses the company’s focus across consumer and Business segments and the strong partner proposition

further with new solutions, across soho and SMBsegments. The vendor’s channel program is designed to help channel partners capitalize in the fast-growing networking market.

Sakkeer Hussain, Sales & Marketing Director at D-Link MEA says, “As a channel-oriented company, we view our partners as an extension of our team, playing a key-role in the go-to-market strategy and the overall success of our company. Lead-sharing, early product information and technical/sales training are among the many benefits of this program, designed to give D-Link´s channel partners a distinct sales advantage.”

Right through the year, the vendor conducts several promotion campaigns and incentive programs to help channel partners and merchandisers reach their sales targets. Education on the latest networking-related key trends, technologies and products is a strong focus at D-Link and following, quarterly trainings are hosted at D-Link’s premises during the year.

The networking vendor has in recent months enhanced its focus in the SMB segment and sees that as a great opportunity for its partners. According to the company, despite the tough prevailing market conditions in the Middle East IT industry, the SMB networking segment remains one of the fast growing sectors, offering more opportunities for solution providers to provide products and services to their clients.

Sakkeer says, “We have been rolling out training initiatives and certification programs for resellers to help them develop domain expertise that aid them to implement our solutions at the end user competently and with confidence. It is critical that partners get individual and company certifications and this demonstrates the competence a partner has. D-Link remains committed to offering its channel partners products, solutions and services that differentiate them from the competition and competitor brands. The schemes are offered through the umbrella D-Link Partner Program, which is augmented with regular product, pre- and post-sales, and technical training conducted by certified D-Link training instructors at our facility in Jebel Ali in Dubai. In addition, we have a robust incentive program that runs quarterly with different offers and promotions.”

Sakkeer elaborates that the SMB market is receiving a lot of focus not just from a D-Link standpoint, but also from a majority of its competitors, especially in the Middle East, who are also eyeing to have an increased share of business in this segment.

He adds, “The SMB market is one of the strongest segments in this region and there are a lot small and medium sized companies spread throughout the region. The SMB is by far the strongest performing sector for D-Link and for this reason, we have got a partner program dedicated to the SMB segment. Along with that, we have a lot of incentive programs and training schemes for partners that play in the SMB space.”

D-Link has been working to train and develop capabilities of its existing partners in the volume segment to tap into the new opportunities in SMB segment.

“We have not approached the SMB market by going after established VARs or systems integrators, but rather going after resellers we believe we can develop and share the same desire with us to succeed in the SMB market,” says Sakkeer.

The networking brand offers a comprehensive suite of business class switches that provide the foundation for a full range of high-value network solutions. Soon, D-Link will be launching the data center 5000 series switches which support 25GbE and 100GbE including SFP+ (10GbE), SFP28 (25GbE), QSFP+ (40GbE) and QSFP28 (100GbE) featured in four switch models.

These switches offer versatility and flexibility and are compatible with Open Compute Project components like Open Network Install Environment (ONIE) & Open Network Linux (ONL). All models are equipped with fully-loaded, hot-swappable, front-to-back airflow AC PSUs and fans.

In the home segment, the vendor is looking to launch new range of products including the latest wave-2 wireless products along with multiple versions of mydlink-enabled cameras. One of these models would be the recently launched Apple Omna 180 Cam HD. D-Link will also have battery-powered, Wireless indoor/outdoor, 2 megapixel, mydlink-enabled Full HD day & night cameras with IR LED, 2-way audio and mobile app support.

“They are powerful and versatile, yet small enough to fit just about anywhere at your home where cabling or power are difficult to reach. Connected to a D-Link NVR, these cameras allow you to build your own complete security system.

While the UAE remains the key growth market this year, D-Link also sights Oman and Kuwait as territories showing good growth potential for the year. The focus on the opportunity in the telecom segment is also rising.

Sakkeer adds, “They are coming up quite strongly with opportunities opening up in the consumer, ISP and SMB sector. The ISP is a very important segment for our business. D-Link has a dedicated team and warehousing facility in Dubai that stocks products for the ISP segment. We also have technical support people and I must say that without sounding like I am bragging, I am so proud of the achievements we have accomplished in the ISP space in the Middle East.”