BlackBerry Previews Unified Partner Program

BlackBerry is on course to launch its unified partner program with Cylance’s by September. BlackBerry acquired the artificial intelligence (AI)-based cybersecurity company a year ago.

The firm is reviewing its contractual obligations at distribution and reseller levels, revealed May Mitchell, BlackBerry VP, global channel sales and field marketing.

BlackBerry’s May Mitchell

“We have already begun to migrate our top-level BlackBerry resellers to a new unified partner program structure,” she told Channel Futures.

The update follows the launch of BlackBerry Spark Suites, a range of cybersecurity and endpoint management products.

The suites are based on AI, machine learning (ML) and automation for cyber threat prevention and remediation from Cylance. They also offer endpoint management, user authentication, and application and data encryption from BlackBerry UEM.

The unified partner program will offer new discount structures for solutions and services across the BlackBerry Spark portfolio. It will also provide deal protection and incumbency benefits, said Mitchell.

BlackBerry Enterprise Partner Program

In 2019, BlackBerry launched the BlackBerry Enterprise Partner Program. Mitchell said the vendor wanted to better help its partners ensure predictable growth and reduce friction in sales.

“We have sought to achieve this by refreshing technical accreditations and enhancing margins,” she said. “For example, our emerald partners can earn up to 40% discount with deal registration on new business opportunities. The program also provides incumbency for emerald and platinum-level partners who are in good standing with our channel programmes.”

Mitchell said BlackBerry’s sales coverage models to support partners are similar across the U.S. and EMEA.

“This gives our partners the resources to jointly plan, train, market, sell and support through global programs that enable real and predictable growth. These programs are in place for our national and regional solution providers, MSSPs, alliances, OEMs and distribution partners.”

Elsewhere, the exec said it can be easy to overcomplicate the sales process “with long-winded product stories.”

“We always try to ensure our partners deliver simple product stories that convey consumable solutions, from ensuring the security of connected devices for remote working to maintaining employee productivity,” she said.

Mitchell said when it comes to marketing these products, the firm is “pivoting away from onsite events.” Instead, BlackBerry is turning toward digital demand programmes, “as we find this to be better for driving early-stage engagement.”

BlackBerry has approximately 800 partners in Europe, the Middle East & Africa (EMEA). They cover the U.K., Ireland, Benelux, DACH, Southern France, Spain, the Middle East, Turkey and Africa.