According to the application network company, its new Ten4A10 programme will have a maximum 10 members with one distributor, two Gold, three Silver and four Bronze, which it hopes means that partners will gain more support and be given a clearer picture of the channel landscape.
The new programme has been formed following feedback from the company’s current partners as well as the current state of the Application Delivery Controller (ADC) market.
Andre Stewart, Vice President Sales EMEA for A10 Networks said that by looking at the
vendor landscape, the company had identified there was networks with an “over extended channel that was fighting over margin while selling an overpriced product.”
He said Cisco had “deserted” the ADC sector and was pushing its channel to compete with Citrix partners in offering NetScaler, while smaller rivals such as Radware and Kemp didn’t offer in- depth products that enterprise customers required.
Ten4A10 programme means that a maximum of 10 per country will be supported directly through a channel manager with an associated set of benefits around training, support and marketing.
The company also said that it will increase margins by approximately 10 percent across all tiers with additional margin uplift through deal registration and customer reference programmes.
It has also promised an agreed set of target accounts per partner as well as free use of A10 Virtual appliance software for demonstration purposes
The new Ten4A10 strategy and supporting programme will be implemented in A10’s highest revenue producing EMEA regions including the UK, France, Germany, Spain and the Netherlands.