Trend Micro announces major advances to its partner programme in EMEA

Implementing Affinity - a single partner framework throughout EMEA - p partners with cross-European focus will enjoy the consistency the programme offers, while continuing to benefit from the local expertise and cultural benefits Trend Micro's regional programme already provides.

"From day one, the foundation of our business has been the two tier channels model," said Anthony O'Mara, VP Sales & Operations EMEA. "Building on the success and momentum created by earlier versions of the programme, we're continuing to address the distinct needs of our loyal base of security VARs whilst scaling to support the many thousands of Smaller Resellers so crucial to the expansion of our SMB business. The programme will also provide the flexibility and customisation necessary to support our Solution VARs and Systems Integrators".

Process improvements within the programme include a new Partner Relationship Management system - Affinity PartnerWeb - that greatly improves and simplifies the mechanics of channel, including the distribution of leads, registration of opportunities plus access to host a host of marketing solutions.

"Over the last two years we've been developing new channels around solutions developed with customer segments in mind. For our Worry Free solution we've recruited in the region of 10,000 partners across EMEA. Alongside our partnership with Cisco and their distributors we've been helping networking/solution VARs to develop new security businesses," added Justin Doo, Managing Director, Trend Micro Middle East and Africa. "The Affinity Partner programme will help us to serve partners diverse needs and interests in a way to match their way of doing business."