Trend Micro gets aggressive over channel expansion

Trend Micro is looking at maximizing its channel base in India by expanding
across verticals and doubling its channel base. The anti-virus major has been in
India for the last 12 years.

Speaking about the company's plans to expand their base in the consumer
verticals Amit Nath, Country Manager, Trend Micro explained, “We conducted a
study of the markets and have selected 25 cities in India where we can build a
strong base. We are already strong in the BFSI, telecom, BPO, ITES and retail
sector and besides maintaining our strong hold in these sectors; we might add
more sectors in our portfolio this FY.”

Talking about the companies channel policies Nath added, “Trend Micro India's
has a comprehensive partner program and there are different kinds of partners in
the program. This partner program is based on a 5C model of coverage,
credibility, competence, credit rating, and commitment.”

Amit Nath, Country Manager Trend Micro

In the channel structure, the company has three prominent layers; Affinity
One, Affinity Plus and Affinity, where each type of its channel partner handles
different profiles of customers and has different value propositions and
benefits from Trend Micro on the same.

The company recently announced that it will conduct channel events across
India and wil focus on training channel partners to make them understand the
products better.

Elaborating about the plans Nath said, “India is an important market for us.
In our attempt to maximize our channel base, we will be holding training
programs and channel events across India this FY and will be exploring new
verticals. For the next 12 months, we will continue to reinforce our plans of
adding new channel partners across India.”