Samsung leading the way in B2B


Paul Withers says that despite the release of the new Apple iPhones, the launch of the manufacturer’s new channel partner programme has further strengthened its leadership in the B2B market

Samsung’s approach to working more closely with partners this year is a refreshing one, especially now with the launch of its new B2B reseller partner programme.

It’s a much-needed boost for the channel, one which has long-complained of not having close enough direct relationships with the manufacturers.

The new B2B reseller partner programme has been met with open arms from the partners involved, who recognise that Samsung has really increased its efforts to work closer with them through the support, engagement and level of investment it is making.

This has been evidently clear, especially since the appointment of UK and Ireland vice president for mobile and IT, Conor Pierce (pictured left) at the beginning of this year. Since then, it has set out a clear strategy to listen, work and form closer relationships with partners.

It appears to be working, with Pierce revealing to Mobile News that the Galaxy S6 models have sold in record numbers in the UK, with record retention rates and more people switching from rival operating systems to Samsung than ever before.

The indirect channel will have been impressed by UK and Ireland director of B2B Phil Lander (pictured right), who has made sure they know just how critical they are to its growth.

The UK B2B channel has long been dominated by the likes of BlackBerry, but the past couple of years has seen Samsung grow its presence through its wide portfolio of mobile products, as well as its CESG-approved KNOX security platform, meaning it offers the ability to fulfil UK government requirements at information security classification level.

The launch of this new reseller programme will no doubt help continue its momentum and despite the launch of the new iPhones, the inevitable increased sales through the indirect channel makes this Samsung’s market to lose.