Trend Micro's new Affinity for A/NZ resellers

The vendor launched its new 2009 Affinity Channel Partner program with a guarantee of dedicated face-to-face managers for top-tier partners and phone-based account management support for its other 2000 partners.

In an interview with CRN, Adam Biviano, key partner manager for Trend Micro A/NZ, said that in these difficult times, it was important for vendors to rely on their channel partners.

"We've invested heavily in partners because we need to be the type of company that helps its resellers," he said.

"One of the reasons we made structural changes is because we need to use our partners and get them excited about the technology.

"We need channel partners to get traction with end-users."

According to Biviano, the new investments include; the appointment of dedicated partner managers; a phone-based channel management support organisation; a new channel marketing manager to help drive marketing campaigns through partners; a new channel trainer to ensure engineering teams have up-to-date skills; and a priority technical support hotline for partners to receive fast resolution to any technical issues.

He said the 2009 Affinity Partner Program also offers generous margins for all partner tiers - which will be determined between the resellers and his Trend account manager.

"We will also provide incentives for lead referrals of up to 10 percent of the buy price," said Biviano.

"The rebate gives Trend the opportunity to look after a reseller as a spotter.

"Also top-tier resellers are looking at a 15 percent rebate for product push and there's also an opportunity for resellers to get volume rebates."

Biviano claimed channel partners will also have an opportunity for market development funds, not-for-resale software and access to ongoing education sessions.

The Program comprises three partner tiers to cater to all market segments including AffinityONE, AffinityPLUS and Affinity.

"AffinityONE members are by invitation-only and based on sustained revenue patterns and engagement with major accounts," said Biviano.

"AffinityPLUS is for value-added resellers who manage projects with medium-level complexity and size.

"Affinity partners are trustworthy resellers that sell and support Trend Micro solutions to the expanding 20,000 small and medium customers of Trend Micro in the A/NZ market."

The new Trend Micro Affinity Program takes effect immediately for resellers that register through the Trend Micro PartnerWeb Portal.