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Motorola adopts Symbol partner program

Motorola adopts Symbol partner program

New bundling and market opportunities on the cards for Symbol partners following its move into Motorola

Symbol Technologies has assured partners that it will retain its channel strategy after being acquired by Motorola in January.

Managing director, enterprise mobility, Paul Blinkhorn, said Symbol would continue to run as a separate unit within the Motorola networks and enterprise business.

The Symbol Partner Select program had been adopted within Motorola's infrastructure to ensure business continuity, he said.

"Importantly, it is very much business as usual and we are still in the line of capturing, moving and managing data. We are continuing to engage with our channel partners in exactly the same way, despite the acquisition," Blinkhorn said. "With 95 per cent of business now going through channel, our direction is very clear."

Motorola director of channel and marketing, Vince Chiappazzo, said he was putting together an engagement model to provide consistency and predictability on how it dealt with partners. The company currently had 250 resellers in A/NZ.

"Globally, we have introduced a business planning methodology, where our account managers work with partners on formally structured joint business plans, which brings some structure and formality around what we do together," he said.

Blinkhorn said the next step was to look into the types of opportunities the acquisition presented to Symbol partners. This could include penetrating new markets areas which Motorola traditionally had a strong presence, such as public services.

He would also look at combining appropriate product sets and outline what skills partners would require to sell them. As an example, Chiappazzo said bundles could include digital radios and two-way radio systems. These were expected to roll out over the next few months.

"The merge gives us tremendous reach and additional branding weight that is going to take us into new markets," Blinkhorn said. "Where we have been strong in retail, manufacturing, transport and logistics, Motorola has not and vice-versa."

Blinkhorn said he was keen to grow geographically into rural areas such as Queensland. The company also wanted to enhance its presence in the healthcare sector and further develop its wireless business.


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