Building Smarter Security Solutions

Network security is a cause of concern for most of the organizations in
countries worldwide. At the same time, the constant change in the security
threat landscape, which introduces the new security attacks on various modes on
a continuous pace, seem to make it more prominent.

Enterprises have now started realizing the need to deploy security
technologies that will not only help them in protecting themselves from various
kinds of security threats, which are constantly evolving, but also of the fact
that the technologies have become more sophisticated and complicated.

It is also equally important for enterprises to reduce the complexity of the
solution, which will make it easier to manage and keep a tab on their
operational costs. That is why, they are more focused on innovating smarter
security solutions, which include the most timely and effective threat
protection for their customers. One such vendor is Trend Micro.

Trend Micro has an expertise of over two decades in the Web security,
end-point and messaging segments. The company celebrated its 20th anniversary
two years back by launching the Trend Micro Smart Protection Network.

In order to provide a strong platform for marketing, sales, training support
and also enabling partners to build closer working relationship, the company has
introduced the Affinity Partner program.

"Everything we undertake is governed by the Affinity Partner program. There
are different kinds of partners in the program and consequently, they are also
rewarded with various benefits. In order to build relationships with partners,
we do a lot of Web research and customized training with them," added Nath.

Trend Micro's partner program is classified arounnd different tiers-Affinity
One Partner, Affinity Plus and Affinity Partner. The Affinity One program
includes four partners, whereas Affinity Plus has 30 partners and the Affinity
Partner program accounts for 15 partners in total.

The Affinity Partner program is available for different kinds of partners.
They are differentiated on the basis of the solutions they are working upon.
Systems integrators fall in the Affinity One Partner category, while security
VARs are under the Affinity Plus segment and retail partners form the Affinity
Partner section.

Affinity One Partner

Partners who qualify for the Affinity One program, offer the best technical
support to their customers and are eligible for the highest level of benefits
from Trend Micro. The major quality that differentiates them from other partners
is that they are highly qualified and committed organizations, which are able to
drive the revenue of Trend Micro within their markets.

Affinity Plus

This portal is for value-added resellers (VARs), who manage projects and
businesses with medium complexity and size. Generally, Trend Micro's
distribution partners offer support to Affinity Plus partners. Also, the
integration with other solutions is a part of their qualifications in offfering
trustworthy services to their customers.

Affinity Partner

Trend Micro engages with the Affinity Partners program, which helps them
grow high levels of engagement. Here again, the support is offered through the
distribution partners of Trend Micro.

Go-to-market strategy

Trend Micro works according to the 5C model for selecting partners, with
whom they want to work. "We pick up a model, based on their technology
capability, credibility in the market, customer initiative, financial capability
and commitment to Trend Micro. We also do a constant study and watch over the
partners, who are upgrading themselves on new technologies. It is also important
to manage their relationships with the customers in a particular vertical. We
also believe that these partners need to be mentored and coached accordingly,"
said Nath.

In order to manage their partner portals, they also do a forecast for their
partners to keep a check on appropriate scores.

Channel Tree

Trend Micro deals proactively with all partners to increase their footprint
in the market and also cater to a wider section of clients and garner a national
presence.

Sanjay Singh, Head-Channel, Trend Micro, co-ordinates with a full-fledged
team including channel managers in all cities. Channel managers are further
supported by sales and marketing teams, who deal with the appropriate channel
partners in the respective cities. Ingram Micro and Select Technologies are the
distributors for Trend Micro.

The company, as part of its channel strategies, undertakes regular
initiatives to motivate the channel eco-system.

Virtualization is another technology on which Trend Micro is aggressively
focusing upon. It has already started recruiting channel partners for
virtualization and are launching channel teams for sales of virtualization
products. The company is currently associated with around 300 resellers.

Minakshi Shetty

minakshis@cybermedia.co.in