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Ingram divides licensing efforts

Ingram divides licensing efforts

Ingram Micro has separated its licensing team into two in a bid to boost sales opportunities with mid-tier resellers.

National licensing manager, Angela Logan-Bell, said Ingram's top 30 licensing resellers currently accounted for about two-thirds of the division's revenues. That figure for the year ended June was about $140 million.

The challenge now, she said, was to develop the mid-tier.

"In the past we have operated one team for all licensing customers but now we will have one for the top 30 and another for the rest," she said.

"The two groups need to be serviced a little bit differently. Our top customers can do licensing in their sleep, whereas those servicing the SMB market need more help with technical recommendations.

"We want to help SMB resellers develop their businesses and get them comfortable with licensing."

Ingram launched a national licensing roadshow this week with an event in Canberra on August 9. It will also visit Brisbane, Sydney, Melbourne, Perth, Adelaide, Dubbo and Newcastle during the next couple of months but dates are yet to be finalised.

Ingram will also run focus months in conjunction with major software partners - Microsoft, Symantec and Computer Associates - and is forming a Licensing Council that will see its key resellers meeting those vendors twice a year.

Since launching an online software renewals system back in April, Logan-Bell said Ingram had seen significant uptake. Where renewals had accounted for 20 per cent of its software business prior to the launch of the new system, it was now almost half of the distributor's software revenues.

Ingram is one of several distributors to announce a licensing push during recent months. LAN Systems and Alstom IT are also looking to offer serious competition to Express Data, which has dominated that market to date.

Sales director, John Walters, said his two main areas of focus in the current financial year would be to drive improved performance in Ingram's licensing and enterprise divisions. The latter, Enterprise Technology Solutions (ETS), is headed up by Stuart Ellis, who ran the Tech Pacific enterprise team prior to its merger with Ingram.

ETS has just appointed technical engineers in Brisbane, Melbourne and Adelaide. It recently fulfilled a couple of major deals in the city based around IBM and HP infrastructure, according to Walters. He said both contracts were won by tier-two integrators.

Ingram has also added a technical engineer to its Melbourne ETS team, and is looking to recruit additional engineers in Sydney.

As an incentive to its licensing resellers, Ingram will take 20 partners to South Africa next February. Those that achieve the highest growth rates in their licensing business between May and December will be rewarded with seats on the plane.


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