Security camera and solutions vendor Mobotix today unveiled its first global channel program as part of an aggressive play into the local video surveillance market.
The company runs a 100 percent channel model in over 70 countries, including Australia where it set up shop seven years ago. Until now Mobotix had no existing partner program for its network of 670 partners.
The multi-tier program categorises partners into three groups: advanced, certified and registered. Each level requires a certain amount of revenue and certification, rewarding partners with marketing assistance, early access to information and product betas, and technical support.
Base-level registered partners have minimal guidelines - no online retailing or grey importing, and no revenue commitment is required. Highest-tier advanced partners have the same conditions and are also required to attend and complete several certification and training workshops, as well as execute on a yearly business plan. Partner categories are continuously reassessed.
Mobotix has also installed a telephone hotline with a guaranteed call-back time and remote desktop support software for ongoing partner support.
Dean Hobin, business development manager, Australia and New Zealand, said so far partners had reacted favourably to the program. Mobotix’s local partners include SNP Security, Yates Security, ELK Security, and ADT Security, as well as distributors Lan1, Central Security Distribution, RemoteGuard, Madison Technology, and Vision IP in South Australia.
Hobin was unable to provide market share figures for Mobotix in Australia and New Zealand but said the partner program was in response to "substantial growth" locally.
Analyst firm Frost & Sullivan expects the A/NZ IP camera market to reach $117 million in revenue by 2017, thanks to compounded annual grow of 40 percent. In 2010 market revenue totalled $15 million.
The IP camera segment is expected to account for the largest revenue share in the wider video surveillance market by 2017.
Mobotix provides a range of security IP products with its flagship cameras joined by home automation, software and accessories. Hobin revealed Mobotix would this year release analytics on board its camera products, alongside several new product releases and software updates.