Nokia Revamps Channel Program

The company's new go-to-market strategy comes on the heels of several other enterprise-minded moves it has made in the past couple years, including most recently the release of its Eseries mobile devices designed for business users and its $430 million acquisition of mobile middleware maker Intellisync.

The new Nokia for Business Channel Program classifies partners under two tiers, authorized and expert, and then further defines partners by three key areas of technology expertise: security, mobility and voice. Partners in the mobility group are licensed to sell Intellisync middleware and other device management software; security partners are authorized to sell Nokia's VPN and firewall products; voice partners can sell voice solutions that tie into the IP/PBX infrastructure. The new structure is designed to make it easier for end users to identify the right partners for their specific needs as well as to establish a system for the channel that rewards partners for their competency development.

"This is not only about giving partners rebates; the program is also designed to support them through financial incentives to drive the right behavior to invest in competency," says John Mason, who heads up Nokia's global channel operations.

Under the new program, Nokia will provide incentives for partners who cross-sell across multiple technology tracks and for those who develop solution-based offerings.

Nokia has about 1,000 partners globally, with about 300 in North America, says Mary McDowell, executive vice president and general manager of Nokia's Enterprise Solutions. The majority of those partners are in the security business, and a key element of the new channel program will be to help those security partners expand into the mobility market, she says.

Nokia also plans to expand its channel sales, marketing and technical support staff in the coming months, the executives say.

As part of the program, expert-level partners will have dedicated account representatives, and all partners will have assigned account managers, Mason says. The company has also launched a new Web portal for partners and will offer online and classroom training as well as a "test out" option for partners who can demonstrate skills necessary for certification.

Nokia expects the program to be up and running by January.