APC Aims To Change UPS Market

When Schneider Electric Inc. acquired APC in early 2007, it merged with MG, and executives decided to get together to figure out what the future APC would look like and what its best route-to-market would be.

"The channel has been APC's lifeline to the marketplace for some time and certainly when Schneider came in, they decided it was something they would continue to invest in," said Marc Sherman, vice president of global channel programs for APC, West Kingston, R.I.

APC spent its next year re-evaluating every aspect of how it works with its solution provider partners. It hasn't exactly been an easy time, with competitors like Liebert, part of Emerson Network Power Co., moving aggressively to court long-time APC partners. Still, APC executives have begun meeting with VARs to explain their strategy and direction under Schneider.

If there's been a key step, it's been that the company has organized its channel program around customer type, to focus resources on those with large data centers, or small businesses, for example. The new focus appears, at least initially, to be getting some traction with partners.

Sean Powers, sales manager at RTM Communications Inc., Merrimack, N.H., attended APC's recent event with partners in Waltham, Mass., and said he liked what he saw and heard—both at the event and the message.

"I thought it was just awesome. It was a nice intimate gathering. It wasn't a big trade-showy kind of thing. Their CEO was there. We got to talk with senior management and understand what's happening and what's going to be happening going forward," Powers said. "I think it all boils down to the fact that they've crafted this partner program based on partner feedback."

Even before APC shook up its channel program, Powers said, the company had been making positive changes. "Purchasing has improved; supply has improved; scheduling of assembly startup services with field engineers has improved," he noted.

Next: Crafting The Road Map