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Second time lucky for Purple’s Aussie partner strategy

Second time lucky for Purple’s Aussie partner strategy

Wi-Fi tech provider revamps local partner program

UK-headquartered hotspot Wi-Fi software provider, Purple, is working to step up its partner program in Australia almost 18 months after its initial launch in the country, in a bid to improve its local partner experience and boost its business.

Purple expanded its presence into Australia and New Zealand in April last year, appointing Saurabh Madan – formerly of Westcon Group – as its A/NZ sales manager.

However, the company’s initial launch in the local market could have been executed more effectively than it was, according to Purple partner sales manager for Australia Pacific and Japan, Joshua Haines.

“I don’t think we successfully launched it here," Haines told ARN. "We had partners sign on, but we didn’t do anything with it. The original program, from what I understand, had less of a structure, and fewer benefits.”

For Haines, who moved across from Westcon-Comstor to his current role at Purple in July, the company’s efforts to re-launch the partner program in Australia are beginning to result in some additional interest among local implementation partners.

“We are getting quite an interest from a variety of different partners, from digital marketing technology companies to other resellers,” he said.

According to Haines, the partner program’s relaunch in Australia sees the introduction of a two tier approach, with partners falling into one of two categories: authorised or certified.

At the authorised level, partners receive a standard discount of the recommended retail price of products and services.

Meanwhile, certified partners receive lead distribution, as well as extra marketing and support from the company’s head office.

As well as ramping up its relationship with Weston-Comstor, which is Purple’s global distributor, along with its technology partners, including Cisco, Ruckus, and Aruba, the company is also making an effort to improve its local partner engagement activities.

“As part of us relaunching we started to introduce partner updates to show our partners what the capability of the program is, and to specifically talk about our alliances with our technology partners as well,” Haines said.

Mouhamed Assifiri - Head of Technology, Unify Services
Mouhamed Assifiri - Head of Technology, Unify Services

For Mouhamed Assafiri, head of technology at local Purple partner, Unify Services, the Wi-Fi technology supplier’s improved engagement approach under the relaunched partner program has seen the company become much more responsive.

“There’s definitely been a lot more of a focus on partners and partner success,” Assafiri told ARN. “So, it’s definitely translated to a high level of support, and more responsiveness from the Purple team, especially from the partners’ perspective.

Mouhamed, whose company is set to become Purple’s first certified-level partner in Australia, believes that Unify Service’s partnership with the Wi-Fi technology provider under the revamped partner program is helping to open up doors to the larger enterprise end of town.

“In terms of our business direction, we’ve definitely made a step into more of the larger end of town because of Purple, in part because of the buzz that it generates,” he said.

“We started our roots in the SMB space, and we’re expanding into the large side of town, and Purple has generated a lot of the interest in that sector.”

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Tags Wi-FiPurple WiFiWestcon-ComstorPurpleMouhamed AssafiriJoshua Haines

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