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SAS Forays Into Channel to Target SMBs
By
Nirendra Dev
Mumbai, Jun 5, 2007
Announcing their foray into channel operation, Business Intelligence (BI) solution provider, SAS Institute has said that it would rope in at least six channel partners in India by offering them lucrative deals.
The prime focus for the initiative would be to target the ever growing SMB segment in India, and other Asia Pacific countries.
Quoting research reports, Mahoney said, "BI tools are increasingly finding their ways into the mid-size market, and this is a potential area for SAS."
"The channel presence will give us an edge to typically address the area we have not focused on, thus far," Miles Mahoney, vice president (strategic alliances & channels) of SAS Institute told Channel Times in an exclusive interview.
He said the vendor has not yet tapped a potential 35% of the Indian BI market.
"The channel initiative is a part of entering into channel front in 13 countries, worldwide. We are already into channel business in US since April last year," he said.
He further stated, "Among others, the verticals which are showing greater inclination towards incorporating BI tools in India include manufacturing, education, government, banking, and insurance sectors."
"The Indian manufacturing sector is a key dynamic area. Traditionally, BI tools had wider acceptance in pharma and education. But in the last five years, the banking and insurance sectors have also shown interest," he added.
Mahoney said the entry into channel arena is not merely for growth, but partners are being selected based on "merits, their commitment to live up to the expectations of SAS, and the end customers in adding value to the entire proposition".
"There are certain qualifications the resellers must have before they can be roped in as our partners," he said.
Agreeing with him Phillip Beniac, vice president, (Asia Pacific) of SAS Institute said "Our desire is to tie up with such channel partners who will bring value to our business."
Stating that his company would make the best of offers for partners, Beniac said "One unique offer under Renewal Financial Benefits is that 25 percent of all annual renewal license fees for SMB and mid market would go to the reseller partners."
In addition, the vendor has created 9 SMB bundles to be catered to exclusively by the channel, which carries a special user price, and is "perhaps the broadest offering in the industry".
Answering questions, Beniac said the partner program will be formalized in India within a couple of weeks when formal agreement will be inked. "The partners ear-marked for being roped in are from across the country as we have pan-India presence, and will be covering all four metros to start with," said Sudipta K Sen, CEO & managing director of SAS Institute (India).
Beniac concluded, "Globally, the company has 83 reseller partners as of now, and would eye at least 150 to 200 by the end of this year."
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