Samsung Debuts Mobile-First Partner Program

Samsung says the COVID-19 pandemic influenced the launch of its debut “mobile-first” partner program.

Although established in the UK&I with 1000 partners, the vendor only launched the Samsung One program this month. Engagement is managed via a mobile app — acknowledging that mobility and on-demand learning have become more vital than ever before.

Joe Walsh is director of B2B at Samsung UK & Ireland.

Samsung’s Joe Walsh

“With the pandemic, it has never been more important to communicate with the channel,” he said. “Everyone’s now at home, working remotely, so doing it all on a mobile-first platform is super important.

“We really took our time to collaborate with our partners and really listened to them, so it wasn’t a rushed process. It was controlled and measured to enable the final B2B programme to be the best in class. By launching it, we’re providing partners with a mobile-first platform they can use to communicate, educate, motivate and reward their salespeople.”

Partners can access sales enablement assets, training, news, incentives, rewards — and even a podcast through the app. The app shows product information and insights in real-time for when speaking to potential customers.

The new Samsung mobile-first programme also introduces tiers for Samsung partners for the first time. The vendor says it is personalising the programme for each partner, rather than adopting a one-size-fits-all approach.

“We’ve introduced a quite simple, but effective tiering system: registered, authorised, advanced and elite. This ensures every partner receives a package based upon their business goals and growth ambitions,” said Walsh.

Partner Enablement

Commercial, marketing and training benefits vary between tiers. However, every partner will get access to Samsung’s service benefits, regardless of its certification. These including Business Services Centre telephone support and support for Knox, Samsung’s security portfolio.

Samsung One provides a dashboard that showcases partner sales data and a B2B training module on its technology. There is also a “Champion Programme” where partners share knowledge and advice of their own experiences.

Walsh said an incentives programme to reward partner performance is at the core of Samsung One. This will include Samsung Rewards loyalty care, a credit card scheme available to all partners that sign up for the programme. Additionally, it will offer training incentives for sales agents that complete courses, and prizes for individual partners that meet targets.

Walsh maintained that Samsung is a “partner-led business,” though he did not reveal how much of the business is indirect. The firm works primarily with mobile operators, mobile resellers and increasingly, IT VARs.

“B2B has gained huge strategic focus within Samsung. But the core part of how we how we grow is focusing on our partners,” he said.