Channel Partners work as an extended arm to Anritsu India

Madhukar Tripathi
Associate Director – Optical Business & Marketing, Anritsu India

“Channel Partners work as an extended arm to all OEMs. India being a diversified country with many languages and cultures, OEMs like us bank on regional channel partners to get connected with end users.”

A Partner Program is an important component of an organization's growth journey. Partners work as an extended arm to drive business and contribute to expanding market share. Every OEM needs a robust partner who can reach to end users, promote products and work towards brand enhancement, and finally bring more business to the OEM. This ensures growth for each other.  

Anritsu is a provider of innovative communications test and measurement solutions. It engages customers as true partners to help develop wireless, optical, microwave/RF, and digital solutions for R&D, manufacturing, installation, and maintenance applications, as well as multidimensional service assurance solutions for network monitoring and optimization. Anritsu also provides precision microwave/RF components, optical devices, and high-speed electrical devices for communication products and systems. The company develops advanced solutions for emerging and legacy wireline and wireless technologies used in commercial, private, military/aerospace, government, and other markets.

Importance of Partners for Anritsu

Channel Partners work as an extended arm to all OEMs. India being a diversified country with many languages and cultures, OEMs like Anritsu bank on regional channel partners to get connected with end users.

Channel Partners therefore play an important role in this last mile connection. Some of the customers are in remote areas who are not accessible and also not cost effective to explore for new business. In this scenario Channel Partners bring value to OEMs.

Anritsu organizes time to time product trainings to its channel partners and educates them on technology- product features capability. It also visits customers (end users) with Channel Partners to ensure both of them are well connected and understand the ecosystem well. Presales and post-sales trainings are an integral part of a relationship with partners. The Best Performing Channel Partners are recognised and awarded every financial year. This keeps them motivated to work for OEMs.