App Networking Vendor A10 Kicks Off New Partner Program

Application networking provider A10 Networks has kicked off a new North American partner program the vendor said aims to motivate and reward channel partners selling its application service gateway products.

DH Kass, Senior Contributing Blogger

April 23, 2014

2 Min Read
Kirsten Lee A10 Networks39 channel chief
Kirsten Lee, A10 Networks' channel chief.

Application networking provider A10 Networks (ATEN) has kicked off a revamped North American partner program crafted to motivate and reward channel partners selling its application service gateway products.

The A10 Affinity Partner Program’s benefits include an expanded lineup of offerings aimed at boosting partner profitability, along with new training modules and additional tools. A10 wants to convey its commitment to work jointly with its channel partners, particularly on adding value, said Kirsten Lee, A10 Worldwide Channels vice president. The vendor houses a stable of some 500 partners, half of which operate in North America.

“The new A10 Affinity Partner Program empowers our partners to drive customer engagement and fuel growth,” said Lee. “Our data shows that a significant part of our customer base will buy in excess of eight times their initial purchase—that says a lot about the value we give partners. ‘Affinity’ implies linkage and that is exactly how we plan to go to market together—delivering a first-class experience to our mutual prospects and customers.”

A10’s Affinity Partner Program features:

  • Platinum, Gold and Bronze tiers with associated investments, discounts and enablement levels.

  • Role-based training for partner sales and systems engineers to help A10 partners will gain the skills needed to gain new customers, position and demonstrate A10 products and grow their business.

  • Deal registration rewards for customer development including an additional incentive aggregated with base discount upon approved registrations.

  • Expanded marketing development funds to help partners build brand awareness of A10 solutions to grow sales.

  • New and enhanced online tools, including a redesigned partner portal.

A10 said all three of its Thunder Series product lines are covered in the new program, including Application Delivery Controller (ADC), Threat Protection System (TPS), and Carrier Grade Networking (CGN).

“Partners are an essential part of A10’s growth strategy and success,” said Ray Smets, A10 Networks Worldwide Sales vice president. “Now is an ideal time for us to reward our partners by investing in this important channel program and growing our global footprint. A10 has the breadth and depth in our portfolio to really help our partners succeed.”

A10 filed for a $100 million IPO with the SEC in February.

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About the Author(s)

DH Kass

Senior Contributing Blogger, The VAR Guy

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