Tandberg Overhauls U.S. Channel

Under the Tandberg USA Channel Partner Program, the company plans to expand its partner ranks selectively, establish technology specializations and improve rewards and training for solution providers, said Andrew Miller, CEO and vice chairman of Tandberg, based here.

Solution providers said Tandberg's commitment to partners has risen dramatically since Miller joined the company in January.

"Our relationship with Tandberg is the strongest of the 200 manufacturers we do business with," said Jeff Stoebner, vice president of sales and marketing at AVI Systems, an audio/video integrator in Minneapolis.

Tandberg has become more responsive, deliberate and structured, said Steve Villoria, CEO and president of Advanced Media Design, a Tandberg Master VAR in Newbury Park, Calif.

The program includes three tiers: Certified Dealers, the basic level; Premier, for partners that commit to higher certifications; and Platinum, the highest level for partners selling Tandberg as their primary videoconferencing line.

Partners also can earn technology specializations in ISDN, IP, audio/video integration, distance education and health care.

Also new to the program is the creation of Master VARs, solution providers that distribute products to smaller Tandberg partners. Partners can work directly with Tandberg if they sell a minimum of $750,000 of product annually or, if they have more than three offices, $250,000 per site annually. The vendor currently has about five Master VARs.

Tandberg plans to add partners in vertical markets and geographies where it has been underrepresented in the past, Miller said. He does not expect to cut any existing partners.