EDITOR ’ S QUESTION
F5 Networks relooks at channel base using converged dipstick
Channel partners selling converged solutions across networks , applications , security are better suited for its solutions , explains Nasser El Abdouli at F5 Networks .
As a datacentre solutions and security vendor , describe the product portfolio , regional partner programme , and desired strengths of channel partners .
F5 Networks as a vendor started 10-15 years ago , in the traditional load balancing solution segment , and evolved into the service delivery platform spanning applications and networks . While its growth in the traditional load balancing business is a modest double digit , it is growing 100 % YoY in the security solutions segment . The key differentiator for F5 Networks is its single , centralised platform that sits in the heart of the datacentre with different features and functionalities added to that .
While the primary sales driver for F5 Networks is security , it has adapted its solutions to be available in all environments . “ We are available physically in the datacentre , we are available in private and public cloud , and we are available through hybrid solutions ,” explains Nasser El Abdouli , Channel Director for Middle East , Turkey , Africa at F5 Networks .
Solutions from F5 Networks are available through subscription from external or local service providers . The current approach is to offer flexibility
Nasser El Abdouli , Channel Director for Middle East , Turkey , Africa at F5 Networks
to the customer to choose any scenario . “ We have adapted our solutions and our approach and now we are available everywhere .”
The regional F5 Networks channel organisation covers 70 countries including the complete African continent , Turkey and the Gulf countries . It has four offices in Dubai , Riyadh , Istanbul and Johannesburg . In each of these offices it maintain sales and channel facing teams as well as local management .
Across the above region , 80 % of F5 Networks sales revenue is delivered by around ten Gold and Silver certified channel partners . 50 % of the sales opportunities are created by the vendor and sold out by these ten channel partners . The remaining 50 % are new opportunities created by channel partners and brought to F5 Networks .
“ Anyone who has the trust of a customer is welcome to shake our hand . But at the same time , the very important message that we share with the market is , we want to reduce the number of certified partners that we have ,” says El Abdouli .
The large number of channel partners who contribute to F5 Network ’ s 20 % of sales revenue are transactional partners . While these enterprise partners are not small in terms of their own sales turnover , for F5 Networks their contribution is however much smaller .
Which channel partners are likely best suited to the technology and solution platforms offered by F5 Networks ? Those channel partners who have gone through the process of transforming themselves to adapt to their customer requirements , and can articulate a converged approach of networking , applications , and security , would probably fit in here .
F5 Networks follows a two-tier distribution structure . Other than its core group of system integrator channel partners , F5 Networks includes regional distributors Exclusive Networks , Westcon , and Arrow as its tier-one channel partners . These distributors manage the long tail queue of transactional partners . Distributors sell-through only to enterprise focused channel partners . F5 Networks does not conduct business with channel partners selling to small and medium businesses .
The most important market segment for F5 Networks is service providers . “ Service providers are probably one of the most exciting transformations that is going to happen very soon .”
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