As part of a recently launched program targeting the small and medium business (SMB) sector, Emerson Network Power Australia has created a new channel manager role for its low-end product distribution.
Emerson sells its SMB uninterruptible power supply (UPS) product under the Liebert brand name.
Former Nortel channel manager, Peter Spiteri, has been tasked with winning market share in the competitive mid-range market.
"We have built a channel program that gives everyone a good deal," Spiteri said. "It's called 20/20 vision, which means the reseller makes 20 per cent margin and we're 20 per cent lower at list price against any competitor's comparable product. The end-user pays less and the reseller makes a chunk of margin."
Long-time distribution partner J Mills covers WA and SA. It has been joined by Ingram Micro which will be responsible for the Liebert Micro UPS range across the rest of the country.
To help educate the market on the need for emergency power, Emerson will deploy 20 technical sales people to accompany distributor business development managers in the field.
The SMB channel program will target companies with 20 seats or lower in mission critical areas such as medical and legal practices where UPS offers assurance against data loss.
"We're in the business of selling insurance," Spiteri said. "As smaller companies start to deploy VoIP, where power protection has got a higher level of importance, its really perfect timing for us."
But he said it was going to be a tough sell to a market with low UPS penetration, awareness and cheap no-name brands.
However, Emerson's competitive entry level price of about $100 and its global brand quality were key differentiators, he said.