Security Market Segment LS
Monday, 17 February 2020 13:54

Trend Micro expands Asia Pacific, Middle East, Africa channel programs

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Cybersecurity firm Trend Micro is launching a newly expanded and enhanced channel partner program in Asia Pacific, Middle East, and Africa (AMEA).

Trend Micro says that underpinning the program are several key initiatives designed to help channel partners generate more margins, capture new revenue streams, and drive tighter alignment with the company in the field by taking a customer-centric approach.

“Our channel-first business model has reaped immense success over the years, cementing Trend Micro’s channel leadership position in the industry. After 30 years in this business, we continue to stay true to our unfaltering commitment of making our partners successful and achieving growth together”, said Dhanya Thakkar, senior vice president, Trend Micro, AMEA.

“With the AMEA channel program, we aim to reward performing partners with extended benefits, and the right tools to create and close more business opportunities.”

Trend Micro says the major enhancements include:

  • Higher profitability and margins: Streamlined discount structures based on deal registration; sales and marketing incentives across all partner tiers and distributors; and new rebate schemes for gold and platinum partners
  • Customer-centric approach: Highly-subsidised and strategically-curated not-for-resale (NFR) packages of Trend Micro’s solutions for partners to better address real-world customer cybersecurity pain points
  • Cybersecurity talent development: Complimentary training series delivered through the TRENDs Campus – Trend Micro’s new channel sales and technical enablement initiative designed to educate partners in the latest cybersecurity knowledge and trends, Trend Micro’s industry-leading solutions, and the art of opportunity discovery
  • Tighter collaboration: A set of enhanced business tools, including a refreshed partner portal, a new mobile app, and a business analytics dashboard, to drive joint field activities

Trend Micro says channel partners in AMEA can get in touch with their local Trend Micro channel account managers to receive more information on how to maximise the new program and drive more business together.

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Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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