Actis working with vendors for channel certification programs

Actis Technologies, a value added distributor for conferencing and communication equipment, is working with its principal companies to introduce certification programs for its channel partners. Currently, Epson is the only of its vendors that certifies partners. Actis is now working with Samsung and DNP Denmark to extend similar certification programs to the channel.

Actis has recently signed up with DNP Denmark for distribution of its optical screens or displays. It has also tied up with Teamboard for its interactive whiteboard. Similarly, Actis was a reseller for Samsung's display products and was recently appointed as its distributor. 

The distributor had held its first channel conference in Goa last month, where it invited 35 of its top-performing partners to interact with representatives from the vendor companies. The company has a channel network of 500 partners and plans to have more dealer interaction events regularly in the future. 

Said Abhimanyu Gupta, Director, Actis Technologies, “With IP becoming the de facto standard for most IT devices, we see a convergence of the audio visual and the IT channel. In fact, a bulk of our 500-strong channel network comprises traditional IT systems integrators.”

He adds that more partners are now showing an interest in the communication and conferencing solutions business. This is because the margins are still higher as compared to IT products and competition is still not as fierce. Also, SIs can bundle these solutions as part of their entire offering to the same set of enterprise customers. 

Currently, around 33% of the company's business is driven through its channel network, while the rest is conducted directly. Its focuses on verticals like educational institutes, enterprises, government and construction houses. 

Though Actis' products are well suited for the lifestyle and entertainment industries, the company is not focusing on it. This is partially because customers in this segment often take a list of the building blocks from Actis and then simply purchase it from the gray market. 

“Unless the duties are reduced, the price disparity between the authorized and the gray channel will continue, encouraging customers to buy from the gray operators,” noted Gupta. He also added that since Actis does not want to demotivate its channel by getting them to focus on a segment that is unlikely to translate into confirmed sales. “We don't want our partners to venture into the communication equipment business and then focus on a segment that will make them feel that this is a tough market to be in,” he added.