D-Link adds physical security specialization to partner program

Networking vendor D-Link Systems Inc. has added a new specialization to its partner program, a move that is part of the second phase of its revamped program.

The company is now offering an IP Surveillance Technology Specialization to its channel partners. Through the specialization, partners can receive an upfront discount on IP surveillance products, priority access to surveillance sales leads, and D-Link branding as an IP Surveillance Preferred Partner.

“Really what this does is actually helps us a great deal in helping partners understand the breadth of our portfolio,” said Steve Ryan, director of D-Link’s North American channel programs, based in Mississauga, Ont. In April, the company announced changes to its Value in Partnership (VIP) program in Canada, in an attempt to make the company more channel-friendly. Part of that change included technology specializations.

Related story: D-Link Canada expands channel program

The IP surveillance area is experiencing a lot of buzz, Ryan said. Ingram Micro, one of its distribution partners, recently expanded its own physical security division in Canada. “We think that D-Link is uniquely positioned , not just with the IP surveillance,” he said, but also because of its networking offerings. “D-link has been involved in this for a while,” he said. “I think we’re more one of the leaders.”

“That is huge greenfield opportunity,” he said. “A lot of the resellers that come from that physical security background, they aren’t familiar with IP technologies.” It’s a new area where traditional resellers can add new revenue. “They (partners) can resell our services as they take training and get up to speed on the IP technologies,” he said.

It’s also an opportunity for traditional physical security companies. “They don’t know who Ingram Micro is; they buy from established distribution within that area.” IP surveillance is really going the way that telephony did a decade ago, he said. In the same way that legacy PBX providers moved toward voice over IP (VoIP), providers of physical security offerings can move toward IP surveillance.

As with the rest of D-Link’s program, all qualifications are training-based and partners don’t have a revenue target to hit before gaining certification. For the certification, two representatives from the D-Link partner must complete the D-Link Certified Specialist training and two need to complete the D-Link Certified Professional training. Since the DCS certification is a pre-requisite to DCP, it can be the same two people. All of D-Link’s training is also online, on-demand and free. “That’s a huge differentiator for us,” Ryan said.

Businesses of all sizes can take advantage of IP surveillance and even consumers have been in on the action, installing monitoring systems to keep an eye on their pets while at work.  “Especially with proliferation of devices and putting some of these devices on wireless, it resonates with a lot of people,” he said.

Since the new specialization was introduced last week, the vendor has seen great feedback, Ryan said. One partner has already obtained the certification and several others are in the training phase.

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Jim Love, Chief Content Officer, IT World Canada

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Harmeet Singh
Harmeet Singh
Harmeet reports on channel partner programs, new technologies and products and other issues relevant to Canada's channel community. She also contributes as a video journalist, providing content for the site's original streaming video. Harmeet is a graduate of the Carleton University School of Journalism.

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