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“Alliance, core business and distribution will be the key focus areas”

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Abhishek
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How many partners does Adobe India operate with and what is the distribution model?

We have around 70-75 partners, and out of them, 45-50 are managed directly and the remaining are operated by distributors. We operate with 2 distributors at present-Ingram and Redington and these distributors have a network of partners.

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What does it take to become a certified partner of Adobe India?

It can be done in 2 ways. Firstly, a partner who wants to transact at Adobe, goes to the distributor and buys whatever he needs, probably as a customer. Secondly, any partner who has worked with Adobe for a longer period of time, we try to classify them with respect to what they have achieved with us till date, and what is the confidence they hold with us. On these basis, we classify them and give privileges. And then they use those privileges to get more and more customers.

What are the new initiatives taken by you at Adobe?

To start with, we are basically leading the situation in terms of how can we improve the ecosystem and how partners were served till now. How can we make them do better business for us, so that partners can grow, and if partners grow, we grow eventually. Secondly, to make the Adobe voice a little louder, we have started to become more relevant to the country, reach out to a larger population of customers and have an overall growth of the entire community, which works with Adobe.

What are the fresh ideas you want to implement in the channels for growth?

I have a lot of ideas which I am developing right now and sharing it with my partners and internal team and getting more feedback on them. In due course of the business, as usual I will be announcing the fresh ideas to partners for implementation. We started conducting channel meets in a grand way to have more impact. Going forward, we will have bigger changes and that would be the game changer for us. We will also go to different levels when we launch new programs in the beginning of the next quarter.

The new plan is envisioned at 50% growth y-o-y for Adobe. So what channel strategy do you plan to follow?

It is actually a key ground plan. One is the setup of core partners. These partners have to grow faster, as they are the growth engines. Outside this I need more gears. I am going to have gears for alliances, who are the large system integrators in the country, they will do solution selling for me. I will also look to grow the distribution chart and for this I am planning to increase the footprint across the country. So, basically 3 things-alliance, core business and distribution, will be the key focus areas.

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