Logitech Peripheral Strategy Paying Off | Channelnomics

Logitech doesn?t make telephony, video conferencing or unified communications solutions; it produces the video cameras, handsets and other peripheral devices that make those business solutions possible. The strategy is simple: Remain agnostic and provide peripherals that work with all leading vendor solutions.

It?s a strategy embarked upon by Logitech last year as many of the video conferencing and VoIP telephony vendors were launching new products and services. Logitech figured it could ride on Microsoft, Avaya, Polycom and Cisco?s coattails. But the real success would come from solution providers, which is why it also launched the Logitech Partner Program.

The two-pronged strategy appears to be paying off: Logitech has attracted more than 120 solution providers to its partner program in the last six months.

?Many resellers have told us they didn?t need to think twice before joining our program,? said Ken Oberman, vice president of business sales for Logitech. ?These resellers ? and their IT customers ? already appreciate the value of the Logitech brand and are eager to put Logitech products in the hands of users.?

Solution providers aren?t strangers to the Logitech brand or products. Many have incorporated Logitech technologies in solutions, but sourced products through alternative channels, including retail.

While Logitech has a strong presence in retail and consumer market, it?s correctly read the tea leaves that the growing popularity of video conferencing would necessitate businesses acquiring more Web cams, audio speakers and headsets, telephone handsets and other devices to complement hardware, software, and cloud communications and collaboration solutions.

Attracting 120 partners in a short period of time is impressive. Nevertheless, this is really a reflection of how the market is shifting to more interactive collaborative technologies and the need for reliable, quality and affordable solutions. Logitech, plus other leading vendors, is proving a profitable combination.

Based on the success of the U.S. program, Logitech last month launched a mirror effort in Canada and is making plans for a channel launch in Europe.

Logitech may want to remain agnostic in communications or collaboration, but it?s not entirely neutral. It owns video-conferencing vendor LifeSize, although it does operate as autonomous subsidiary.

Source: http://channelnomics.com/2012/02/08/logitech-peripheral-strategy-paying/

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