Channel-centric message abounds at Xerox annual event

Printing hardware vendor Xerox has Middle East channel together for its annual partner conference, held recently in the UAE.

The firm clearly asserted that its path to success in the region will only be secured in 2009 through the continued assistance of its regional channel. It is for this reason that it conducted the event under the theme of ‘growth through partnerships’.

Dan Smith, general manager for Integrated Marketing for the Middle East and Africa region of Xerox’s Developing Markets Operations, said at the event: “One of our objectives for 2009 is to continue to seek partnerships to strengthen our value proposition to our customers.”

More than 120 of the vendor’s partners from across the MEA markets attended the meet where Xerox reviewed the past year's milestones and market trends, as well as detail strategies, focus areas and upcoming technology innovations for 2009 that its partner base can hope to capitalise on.

“The company is very much a partner-centric company, bringing a broader array of offerings and revenue growth opportunities to value added resellers and independent agent,” asserted Smith. “Our regular training and constant support for Xerox’s ever expanding partner network underlines our commitment to the region and to be the best partner in the document domain.”

Xerox says that the number of partners that make up its Middle East channel ecosystem has rapidly increased over the last year and in the same period the company has delivered on the promise made to partners at last year’s conference to follow an indirect business model as opposed to a direct sales strategy.

This has meant that it has had to work hard over the previous 12 months to implement in-depth and considered channel structures such as a strong partner programme to complement its partner-centric approach.

“Our channel programme is enhanced on an annual basis and takes into account a combination of factors – market dynamics, intended market share growth, new product launches, input from channel partners, benchmarking of activity and corporate objectives,” concluded Smith.

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