Soti Revamps Partner Program For Major EMM Offensive

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Soti Monday announced an overhauled channel program designed to help partners grow their business at the same time expand the enterprise mobility management firm's reach just as the market for EMM services goes into overdrive.

Soti's new Altitude Partner Program is designed to support partners of all sizes with solutions aimed at helping companies capitalize on what Soti calls "BYOD 2.0" opportunities or "mobility workflow." Soti defines BYOD 2.0 as supporting any mobile device in a myriad of different business use case scenarios that go beyond handset compatibility and data capture in the field.

The company says recent projects include a focus on securing Android devices for use in the enterprise and rolling out applications that include telemedicine services and helping hotel chains deploy mobile devices to its guests for use during their stay.

Related: Xerox Unveils Revamped Partner Program, Personalized Application Builder

"The channel ecosystem requires not only the most advanced solutions, lucrative margins and incentives, but also, an EMM partner who can help them create differentiated solutions and grow their revenue streams," said Carl Rodrigues, Soti president and CEO, in a prepared statement.

Soti, one of the largest remaining independent enterprise mobility management vendors, is faced with a rapidly changing landscape of EMM competitors. The company faces stiff competition from mega-vendors such as IBM, which bought Fiberlink; Oracle, which bought Bitzer Mobile; and VMware, which acquired AirWatch.

Richard Absalom, senior analyst with market research firm Ovum, said Soti needs partners to sustain growth. "Nearly every one of Soti's partners has been acquired by a bigger firm with more resources and huge partner programs that can drive sales. Soti's advantage is its specialization, technical expertise, and its laser sharp focus on the Android OS," he said.

Soti, with a channel partner base of 1,000 global partners and 12,000 enterprise customers, says its channel partner base has increasing by 41 percent year-over-year.

"Soti had previously had more of an ad hoc partner program," Absalom said. "With today's launch, Soti has formalized a competitive program that give partners clear parameters on what its programs are and how to make money."

Along with outlining its Altitude Partner Program that includes dedicated channel managers, sales, technical, and marketing support, Soti said it has boosted significantly its monetary investment when it  comes to offering more marketing development funds, training programs, and reward programs.

"Soti faces intense competition from a growing list of Goliath competitors, but this is not a one-size-fits-all market. Soti is a nimble competitor dedicated to R&D with a unique focus on Android devices," Absalom said.

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