Antivirus solutions vendor Trend Micro has introduced a new channel program with "flat margin structure" that is "divorced from accreditation levels".
All resellers will receive the same margin and as will all distributors in a move that is designed "eliminate unnecessary discount wars" according to a press statement.
"Other suppliers offer various degrees of margin, which allows some resellers tosignificantly undercut others in retail price," the statement said. "It was felt that this type of situation brought nothing but instability to the channel, and Trend Microbelieves it's paramount to remove this uncertainty."
The program also includes an updated rebate sytem wih "relatively modest" targets.
Trend Micro's distribution manager, Paul Da Silva, said in the release: "Our goal ofstructuring a level playing field was well received.
"While there are still two levels of Trend Micro resellers - accredited andnon-accredited - each level has its own flat margin rate. This means thatthere is still an advantage to being accredited, but that no accreditedreseller is 'favoured' over another at the outset."
Features of the new Reseller Program include:
* Pricing equality between resellers
* Increased marketing support
* New margin structure
* Quarterly rebate system
* A simplified program
* Three levels of accreditation - Silver, Gold and Platinum - allsharing the common price structure but with increasing benefits linked tomore stringent requirements.