Motorola Revamps, Rebrands Channel Program

Moves enterprise mobile and public sector channel partners under one umbrella, focuses on growth, specialization and value.

Motorola Inc. said it has revamped its channel partner program, branding it under a new name and structuring it to include all of the vendor’s partners under one, multi-tiered framework.

The vendor presented the program, which it is calling PartnerEmpower, to attendees at its partner conference in Las Vegas, NV.

The PartnerEmpower banner encompasses both a brand and a program, said Janet Schijns, Motorola EMS vice president, global channels.

“With a single channel program, Motorola is enhancing our relationship with channel partners, focusing our attention on benefits and resources that offer the most value to partners, and establishing processes and competency programs that help partners go to market more profitably,” Schijns said.

“At the same time, PartnerEmpower will help us build greater marketing momentum to support partner demand generation and more easily promote the critical role that our channel partners play in driving better information and better results for customers with our solutions.”

Motorola officials said that the PartnerEmpower program will house ISVs and resellers from its enterprise mobility and government and public safety units, both of which the vendor brought into its Enterprise Mobility Solutions folder early last year.

The company said that the PartnerEmpower program will segment participants by three tiers, and feature tracks in network solutions, mobility and radio. Partners will be financially supplemented for attaining measured sales levels, achieving certifications, driving demand and building customer satisfaction.

The vendor said that during the next year and a half it will phase in existing channel partners to the program, assigning them to a level based on certifications and specializations attained.

Channel partners will be offered two higher level designations, PartnerEmpower Specialist and PartnerEmpower Elite Specialist, both of which carry a greater degree of commitment but also provide more marketing and financial support from Motorola.

Schijns said in an online video that the Motorola brand is “strong in the industry” and that the vendor’s intention was to offer its channel partners a program that is “just as strong.”

She said that Motorola will use the PartnerEmpower emblem not only as a naming convention but also to communicate to channel partners that the program’s foundation is the “value that our partners receive from the program and provide to the market.”

Program features three dimensions

Schijns described the PartnerEmpower program as a “platform built on a three-dimensional model,” referring to the vendor’s plan to provide benefits that map to partners’ business models, and reward resellers that attain certifications and competencies, create demand for Motorola’s products and services, and foster customer satisfaction.

Motorola said that the PartnerEmpower program will provide participants with marketing, sales and technical support, tools and demand generation promotions. Partners will be urged to collaborate with one another to deliver solutions to customers.

One channel partner praised the program as an evolutionary step in Motorola’s relationship with its channel partners.

“The PartnerEmpower Program is an important evolution in the relationship between Motorola and its partners,” said Gary Fish, FishNet Security chief executive.

“By making it easier for us to conduct business with Motorola and gain recognition for our investment in developing specialization, PartnerEmpower will help us build sales momentum, enhance our position in the marketplace and pave a path toward growth,” Fish said.

“All together, PartnerEmpower is about one thing—our partners,” Schijns said.

TAGS: mobile,Enterprise,Motorola,channel partner,specialization

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