A10 Networks has introduced a new partner programme in Europe called Affinity, giving partners access to deal registration which EMEA channel director Chris Gale says will give him deeper insights into the state of its pipeline.
With enterprise sales in the ascendency A10 Networks has a core of around 20 UK specialist partners in network security and product bundling.
With the new programme in place, Gale is looking to do mutual demand creation, recognising that there is a limited number of potential partners with the right customer base and skills to play here, but he is also looking at the US market which is about a year ahead and foresees the expected growth in EMEA.
With the EMEA programme, he expects the European market to have just slightly fewer partners - perhaps 160 compared to the 200 in the US. Service providers can also be both partners and end users, so represent another part of the market.
"In the last six months we have come to recognise the need for a better partner programme and training. Customers expect partners with a certain knowledge and who can solve problems," said Gale.
The new A10 Affinity Partner Programme offers three tiers, Platinum, Gold, and Bronze that specify investments, discounts, and enablement levels.
Kirsten Lee, A10 Networks vice president of worldwide channels: "Our data shows that a significant part of our customer base will buy in excess of eight times their initial purchase. That says a lot about the value we give partners."