Intelligent Tech Channels Issue 20 | Page 19

ENTERPRISE TECHNOLOGY Partnerships at the heart of business success ha n, Networking and Wi-Fi leader Linksys has built its success on its strong channel partnerships. ITC speaks to Amanulla Khan, Managing Director Linksys Middle East, Turkey and Africa, about the company’s continuing success story with a network of distributors. L inksys is a leader in networking and WiFi innovation for the home and business, offering its leading innovation and engineering strategies, and best-in-class technology, design and customer service. The company enables a connected lifestyle for people at home, at work and on the move, and with its award- winning products, simplifies home control, entertainment, security and Internet access through innovative features and a growing application and partner ecosystem. The company works to enable the Digital Transformation of its channel partners and grow its channel market in the Middle East. Some of the distributors it works with are: Silicon 21 in Egypt, Techno Blue WLL in Qatar and Al Jammaz Telecom in KSA. But there are many more organisations working with the company to enable its continuing success. Here we speak to INTELLIGENT TECH CHANNELS Issue 20 Our business model is we only work through a distribution partner. Amanulla Khan, Managing Director Linksys Middle East, Turkey and Africa, about the operations of its channel partners. Can you explain the four different parts to the Linksys business? There are four different channels that we work with. One channel is focused on the consumer business of Linksys. We work with traditional retail as well as the online Ma na gin g Di rector, Linksys, Middle t, E as ey rk Tu retailers. So for example, in our region those could be Virgin Megastore, Sharif DG, Emax or Gerry’s Bookstore. These are not pure online players. But then there are pure online players like which has been acquired by Amazon, so we work with them as well. So that’s the retail part of our business which is one channel. Another channel that we work with is the reseller channels. These are mainly shops on the streets where people come and buy IT products. They buy our product, they stock and they resell. Then we work with the system integration channel. These are managed service partners or system integration partners. These are the people who mainly work on our commercial products. They take our products, integrate them into the wider solution and then offer it as a solution. It 19