Sanjiv Verma is confident that Juniper Networks' J-partner program will be an effective vehicle for expanding the company's existing channel network by 100 more resellers. He is striving to ensure that this goal is achieved by the end of December 2005. And to make it all the more lucrative, he is assuring partners discounts for registering for the program.

What prompted Juniper to introduce the J-partner program?
In the recent past, we have unveiled new products that offer remote office security solutions. Networks NetScreen-5GsT combines an enterprise-class security gateway and wireless network security for wireless access in distributed remote sites and small offices. We have also introduced new SSL VPN products.

Sanjiv Verma Channels Sales Director, Asean India, Juniper Networks

We wanted to take these products to enterprise, SME and government sectors. And the best way to do this is by having a well-spread channel network. The J-partner program was implemented for this very purpose and we now hope to appoint 100 resellers by December 2005. These partners will promote our products to our target customers.

Give an in-depth description of the J-partner program.

The program is broadly classified into two main categories - certification and specialization. In certification, the partner is provided with general industry knowledge and is then certified based on his knowledge of Juniper and its technologies.

The specialization category focuses on providing single product focus. It also lays emphasis on the solutions to be provided. Across both these categories, there are three sections of partners who can be a part of this program. The most basic is the Reseller, followed by the Select Partner and at the pinnacle is the Elite partner.  

What makes this program different from the other recruitment programs?
We respect any form of training that a partner would have undergone with any other vendor. We give importance to transferring knowledge about products and the technology that goes behind it. Thus, if a partner has already got prior knowledge about the same, then he can be given cross training.

Under this program, he will only be taught about the unique and differing features of Juniper's products and solutions. This makes the going easy for partners, as they do not have to go through repetitive procedures of training on the same technologies repetitively.

Which cities would you be targeting for the J-partner program?
We are yet to achieve the desired number of partners in metros. Thus, till the OND quarter, we would continue targeting only those cities. We would let partners know about this program through roadshows. Once the training gets going smoothly, we would then move onto other cities.

In Q3 or Q4, 2005, we will take the J-partner program to B- and C-class cities. We will take time to go to upcountry markets, as we are making partners undergo this training just for the sake of it. Apart from training them, we will also monitor partner's performance once they start selling our solutions.  

What assistance is provided to partners to facilitate them in reaching out to customers?
Depending on the level partners are at, be it at the Reseller, Select or Elite level, we support them accordingly. We provide technical assistance, software subscription, hardware and onsite support to the Elite partners. Similarly, we offer only hardware and onsite support to Select Juniper partners. We also provide training to partners at a subsidized rate, as an incentive.

How will you select partners for a particular target segment they should cater to?
After providing training to our channel, we will observe their performance. Depending on the inherent skill sets they possess, and if a partner is more technically competent for large enterprises, we then chalk out a business plan for the partner and discuss the targets to be achieved.

We believe in select partners performing select tasks, for which they need specific skillsets. We also do not have many channel partners who cater to one particular customer vertical.  

How will you position yourself against your competitors?
We give in-depth training to our channel. A differentiating factor is that if they have a certain level of certification, then they are not made to undergo the rigmarole of sitting through the same training.

Our online training has found several partners registering there. We are being selective about partners and not going by the number game, which is evident from the fact that we have not yet ventured in the B- and C-class cities with the J-partner program.  

Who will be responsible for the post-sales services of your solutions?
The channel will be responsible for providing post-sales service. They will directly interact with customers right from making the purchase order to product implementation to providing post-sales services.

We also offer discounts to partners for the program registration, which acts as an incentive for them.

AMISHI SHAH

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