Elitecore Techno-logies, which owns the Cyberoam brand of unified threat
management (UTM) solutions, has decided to create a new channel network for its
newly launched UTM for the SOHO/SMB market-the Cyberoam CR15i. Till now the
company had one national distributor-Redington India, who then had its own
channel network for selling
the company's security solutions. But, the vendor felt that it needed to
engage with the larger channel players in key cities of the country
directly to evangelize its latest offerings.
“We will appoint value added distributors (VADs) in 16 cities, who will bill
only to the channel and not to end customers. These VADs will comprise the
prominent partners in the city, who are already offering networking and storage
products, but lack security in their portfolio,” explained Tushar Sighat, VP-
Operations, Cyberoam. The business to these VADs will be routed through
Redington in the 16 cities where they will be appointed. Redington will directly
sell CR15i to the dealers in other cities of the country.
Elitecore has already signed up Hilink Computers in Mumbai, Tatva Networks in
Bengaluru and is negotiating with five other partners in the country. It will
target only the metros, A and select B-class cities initially and over time,
these VADs will be given the option of expanding their network to neighboring
cities as well.
The company has adopted this model only for the CR15i, because it feels that
a systems integrator or a dealer is best suited to meet the needs of SMB
customers, who look at him for all their IT related needs. They are confident
that if adequately sensitised, these partners can easily convince the target
customers to plug the UTM device which can offer them content monitoring, access
authorisation, bandwidth management, because content security.
CR15i has a list price of Rs 31,000 and Elitecore plans to ensure that its
last mile dealers will get at least 10 percent margins. “This product does not
need any advanced technical skillsets from the partners' end as it can be easily
deployed. We also have a toll free number which they can call if they require
any assistance during installation,” added Sighat.
To help them realize recurring business, Elitecore will encourage its dealers
to take up security maintenance of their SMB clients. “With the CR15i, dealers
can easily configure the device and set up policies to suit the need of their
clients, for which we can train them,” noted Sighat. The vendor has also put in
place a team which reminds partners when their customers contracts need to be
renewed, which acts as an additional lead generating tool for the dealers.