Xerox Canada targets SMB, more partner resources promised

As Xerox Canada Ltd. continues its focus on the SMB space, the company’s channel chief, Ajay Dhingra, is promising partners more resources to further empower and enable them next year.

Dhingra is the vice-president for Xerox Canada’s reseller and alliance operations. Currently the company has approximately 1500 resellers it does business with via its two-tier distribution model. The vendor’s product portfolio includes hardware, software and services solutions. In the print, copy and MFP (multi-function printer) space, Dhingra said 80 per cent of these units are delivered thru the company’s network of channel partners.

“Partners are a critical part of our business,” he said. “Over the past couple of years, we’ve been focused on our SMB market. It’s an important part of our business and is a key segment as it relates to desktop solutions and the low-end of the MFP space.”

Dhingra said the company will roll out new channel resources to better support SMB partners next year.

“We’ll make investments in channel partner managers out in the field, as well as in additional inside partner managers,” he said. “We’ll also enhance our Peak Reseller Program to give partners even more tools and resources to be successful.”

While Dhingra said Xerox has a “broadly distributed” channel network across Canada, he’s interested in working with more SMB-focused partners.

“We’re focused on the SMB and are also trying to expand our network by looking at ways we can work with VARs and partners on an alliance basis,” he said.

And even though Xerox has an SMB focus, Dhingra said the company’s enterprise business is equally important. For the past several years, he said the company has done well in the federal government, education, financial and retail spaces.

With Xerox’s recently launched ColorQube 8570 and ColorQube 8870 printers, printing is now even more affordable for SMBs who are looking for fast and efficient prints, Dhingra said. With the solid ink colour printers’ cartridge-free ink, the printers generate 90 per cent less waste than a traditional comparable colour laser printer does, he added.

In regards to Xerox’s Canadian channel community as a whole, Dhingra said because the majority of the company’s partners have “good relationships” with their customers, they can provide a complete printing solution for any business need by selling and implementing Xerox’s hardware, software and services.

Follow Maxine Cheung on Twitter: @MaxineCheungCDN.

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Maxine Cheung
Maxine Cheung
Staff Writer, Computer Dealer News

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