What's The Score?

By Michele Masterson

For the sixth year in a row, Samsung Electronics Co. Ltd. has snared the No.1 spot among display vendors this year; in the 2008 VARBusiness Annual Report Card survey, scoring an overall 74 to edge out a one-point victory over NEC Display Solutions of America.

NEC took second place with an overall score of 73. ViewSonic, which was in second place in 2007, fell behind to third with 71 points, well ahead of Acer in last place with a total of 57 points.

Among the individual subcategory criteria, Samsung tied for first with NEC in richness of product features and functionality in the area of product innovation. In the support subcategory, it tied for second place with ViewSonic in quality of field management and marketing support. In the partnership subcategory, NEC also tied for second place with ViewSonic in the criteria of managing channel conflict and revenue and profit potential. However, the company won the top spot in all three subcategories—product innovation, support and partnership—despite NEC's 105 in product quality and reliability.

"Sweeping the Display Technologies category for the sixth straight year continues to showcase and validate Samsung's commitment to the channel," said Christopher Franey, vice president, marketing and commercial sales for Samsung ITD. "... This award is a testament to the level of quality and assurance Samsung delivers in our P3 and business strategy."

Part of those efforts included a revamped partner program Samsung introduced last year. The company said that the enhanced Power Partner Program (P3) channel partner program came about after a review of the former program and included feedback from Samsung's channel partners.

The P3 program is a multitiered program designed to make Samsung's partners more profitable by providing tools and resources to turn prospects into sales. The program has four levels: Essential, Silver, Gold and Platinum. Each level earns the partner additional benefits, incentives and support. Platinum status is the highest level a partner can achieve and provides VIP benefits such as priority road map access, participation in Samsung's Reseller Council, premium pricing discounts and a VIP program that enables partners to receive rebates on displays and printers after achieving a predetermined revenue target.

"Samsung's partners are an integral part of our success and I have personally made it a top priority to listen closely and focus on their needs," Franey said. Samsung rolled out several new products in 2008, such as the MX-series.

"The MX-series offers an installer the opportunity to provide customers high-quality displays with exceptional performance at an affordable price," Franey said.

The company acknowledges that its products are priced higher than others in the display category, and specifically addresses the issue with the MX-series.

"Samsung recognizes the price-apprehension of entering this market and the need to deliver product that has the critical combination of value and performance," Franey said. "The MX-series delivers on both."

As an incentive in selling this product, Samsung Power Partners receive special promotions, lead referrals, training and technical support, as well as collateral and marketing materials.

VARs said that despite high price tags, Samsung's offerings are well worth the money.

Michael Milligan, purchasing administrator at Computer Systems Plus, a Knoxville, Tenn.-based solution provider, said that he receives positive feedback about Samsung products, and has never heard any complaints.

However, purchasing decisions are predicated on company budgets and corresponding price points. If budgets are tight, Milligan said that customers gravitate toward Acer products.

"It depends on what customers are looking for," he said. "The majority of time, money is an issue. "But if they're going for quality, then Samsung is the way to go."

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