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Sonicwall Launches Channel Program In Brazil


By Silvia Noara Paladino, CRN Brazil
3:54 PM EDT Wed. Jun. 11, 2008
Although SonicWall has done business in Brazil since 2001, the company now has developed a structured program for the channel. Called the Medallion Program, the initiative is designed to meet the local partners' needs and add up to 100 channel partners.

The official launch of the program marks a new focus as the company ramps up partner activities, SonicWall officials said. "We made some changes related to goals and benefits," said Daniel Kanaoka, SonicWall's indirect sales strategy leader in Brazil. The program is SonicWall's first official channel offering in Latin America.

The program divides partners in three levels, according to volume, and the total of technical and commercial certifications. The company hopes to add, by the end of 2008, 40 to 45 partnerships to Silver and Gold company designations that award companies offering more solid solutions.

"In 2009, this group will include 100 channel partners," Kanaoka predicted. SonicWall is currently negotiating with integrators, and Kanaoka estimated that about 20 more companies will be able to join the higher company partner designations.

SonicWall has a base of 200 active resellers, and will evaluate the group during the next two to three quarters to move the partners to the new company designations, which also includes a registered partners category.

Related to the planned program benefits, SonicWall will offer discount analysis relative to specific negotiations and product acquisitions, investments in regional events, marketing support, and the providing of equipment for demonstrations. Such advantages are directed, mainly, to top level partners.

SonicWall is hoping that a focus on strategic agreements will lead to gains in enterprise market share. "Until 2007, we were focused on small groups," Kanoaka said. "Since early 2008, we began to aim at the big companies. This way, we had developed new products, and acquired companies that are dedicated to this segment."

Also offering local network qualification is SonicWall's Company Certification Center, started in February 2008 and based on the partnership with Alerta Security. Kanaoka said the company has thus far trained 20 people.

Additionaly, a Web-based partner registration program will be available in the second half of 2008. Meanwhile, the channel partners can report directly to the SonicWall team in Brazil.

SonicWall is also working with Ingram Micro and Network 1 to develop partner programs with the Brazilian channels.

Kanaoka said that partner margins in Brazil range from 20 percent to 30 percent. With a growth estimated at 50 percent for 2008, SonicWall has shipped 42,000 units in the national market.

This story originally appeared in Portuguese here.


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