IBM to create robust channel for services

IBM has of late been taking many steps to drive its partners and scale them
up. Over the last five years, the company has shifted its strategy to be
projected as a services company and now the focus is on ensuring its partners
are able to take advantage of this opportunity. Speaking about IBM's recent
renewed thrust on the channel, Anoop Nambiar, Country Manager-Business Partner
Organization, IBM India/SA said, "The PC business requires a very robust
business channel. But when IBM separated its PC business, it changed its focus
to technology solutions, dealing with Intel servers and unix products. There was
a need to re-look at our partner family, scale partners and make them articulate
so that when they speak to customers they are well-equipped to answer their
queries."

In a bid to bridge this gap in skills that IBM wanted in their partners
Nambiar initiated a number of steps to create solution-oriented partners. "We
built a team that would work towards moving partners up the scale. This included
providing certifications such as the KYI (Know Your IBM) program and Earn While
You Learn program," shared Nambiar.

Under services, IBM created a huge team offering a number of packages like
Internet security systems, scalable modular data centers and Express Remote
Managed Infrastructure Services (ERMIS) among others, to cater to mid-market
customers. "Once the offers are ready we have to invest in driving the
initiatives, that is, how are we offering a roadmap to our partners to grow,"
stated Nambiar.

IBM is leading to internal realignment of the team to provide support and
show value for partners. It also saw the launch of a pilot initiative in which
IBM went completely indirect in three cities in India. This was a big step in
showing confidence in its partners, since services have traditionally been a
direct business. "The services are new so we are piloting it in three cities. As
part of this program we are spending time with partners' sales teams. We will
take a backseat and let them front end the projects," said Nambiar. He added
that sometime this month they would launch the third city.