Kodak Alaris Revamps Channel Program, Opening New Revenue Streams To Partners

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When Eastman Kodak spun off Kodak Alaris as a stand-alone entity after exiting Chapter 11 bankruptcy in 2013, the newly formed document and imaging company made a commitment to be more responsive to its channel.

The Rochester, N.Y.-based company has sought to deliver on that promise in the four years since its inception, and for the Information Management division, those efforts have yielded an enhanced partner program that earned 5-star honors in CRN's 2017 Partner Program Guide.

A major fruit of that labor is the new Alaris IN2 Ecosystem, which allows solution providers to potentially expand their Kodak Alaris solutions by wrapping scanners, software – including data capture, information input and asset management programs – as well as professional, managed content and maintenance services together into one document information capture solution.

[Related: 2017 Partner Programs Guide: 5-Star Emerging Vendors]

Alaris IN2 Ecosystem use cases range from records management, particularly in the document-heavy government and financial services spaces, to forms processing, customer on-boarding and streamlined accounts payable processing.

"It gives new partners the opportunity to enter into new markets or offer new customer solutions," said Jackie Horn, who became worldwide channel marketing director at Kodak Alaris in January. "For partners that are familiar with us and are succeeding with us, it gives us a broader portfolio of solutions to offer them. The growth potential for the partner is pretty limitless."

More than 90 percent of the Kodak Alaris IM division's revenue comes through resellers or distributors.

Maia Mosillo, Kodak Alaris' senior digital marketing manager, said Kodak Alaris will make a strong push to develop new partnerships over the next two quarters as its sales and marketing teams determine how best to leverage the channel. The program features roughly 1,500 resellers, although Mosilla said many of those are e-tailers that Kodak Alaris is aiming to convert into full-fledged partners.

In hopes of luring more partners to its IM business, Kodak Alaris has lowered the requisite revenue thresholds, added higher rebates, and bolstered the program with a suite of resources aimed at helping solution providers generate and maintain new revenue streams.

Those include a new cloud-based social media syndication platform, Social on Demand, that allows partners to automatically distribute and customize prepackaged social media content. Kodak Alaris also has instituted a similar syndication service for web content.

"It makes it easy, gives them an instant social presence and the end user can see them as an industry expert," Mosillo of Social on Demand.

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