Vertical experts drive Zebra channel success

This complements the partner base that is the backbone of the Zebra channel.

PartnersFirst was launched one year ago to differentiate between distributors, resellers buying through distribution and direct resellers. The programme defines the company's relationship with the different groups and delivers a high level of support to each of them accordingly; either directly or via a specific Authorised Distributor track. As such it recognises the support expected by resellers that buy through distribution. The scheme also now identifies a number of other partner specialities including Technology Partners, of which there are now 50 across EMEA, selling vertical solutions designed to complement Zebra's products.

"The AutoID industry has seen some significant developments over the last 12 months, and PartnersFirst has done well to reflect this through its transparent structure and clear information channels," said Mike Pullon, managing director at Varlink. "Our commitment to Zebra is recognised in the support we receive, including training, marketing information and technical know-how."

"There is a fresh focus in the industry on using Zebra technology to make business more efficient, rather than simply for compliance purposes," said Paul Garner-Evans, regional sales manager at Zebra Technologies. "Mobile applications in particular have opened up opportunities outside the traditional Auto ID space. This has attracted new types of partners to join our programme, including IT-centric resellers."

During PartnersFirst's second year, Garner-Evans plans to further develop and refine the programme, with particular focus on training. He continued: "Our channel is complex, and 860 partners across Europe, Middle East and Africa is a significant network to manage. We work with different partners for different reasons, and it's important to recognise the contribution they all make. We'll continue to grow PartnersFirst by rewarding our partners for their particular market skills and experience, in line with their commitment to Zebra."