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automatic
point of
data capture
sale
VIEW
<< markets; Hospitality, operable and be very easily
Healthcare, Retail Management, linked in to the applications.
Transportation & Logistics, and Some of Socket Mobile’s
Manufacturing. “Within each one software tools, however, will
INTER
of these markets, there are a be specific to the SoMo
number of segment markets, as handheld computer.”
Zink explains: “For example,
within Healthcare, we have
segmented it as Patient Care, Geographical expansion
Hospital-type applications and In terms of wider distribution
Life Sciences. Some of the reach, Socket Mobile recently
solutions that we offer to this expanded to the former Soviet
sector include RFID, as well Union region. It has also
as barcode scanning, and been actively expanding in
wireless solutions.” the Middle East and South
Africa, and now has a well
Socket Mobile has also split its established distribution
customers into resellers that network in Asia and Australia.
resell hardware as part of their Socket Mobile also plans to
solutions offering, and ISVs recuit a channel business
(Industry Software Vendors) that manager within the next few
typically sell applications but do months, and there will likely
not have a business model to be a Socket Mobile sales
resell hardware. Socket Mobile team established in Singapore
itself has separated its Sales & shortly. Socket Mobile
Marketing Group into field sales currently has three business
organisation work and system management teams in the US,
support, focusing on the resellers with a further two being added next
and also on its business development; year. Also, in late 2008, Socket Mobile
a large part of which concentrates on Highly intuitive plans to add another for Latin America
alliance strategies with software In terms of the products and solutions to bolster its existing distribution
integrators. “The key is in making sure themselves, Zink stresses that they are operations in the region.
our products are very easily integrated highly intuitive in terms of installing
and supported as part of the wider applications: “We have software
software solution set,” commented development kits (SDKs) that we use Demand creation
Zink. To support the channel in Europe, to train our reseller partners; however, Socket Mobile is also investing a
the company currently has three I think one of the strong points for sizeable part of its overall budget in
regional managers in the UK, Germany Socket Mobile is that we’re not just a marketing, promotion, trade show
and France. “We cover France, Spain hardware provider. These development activity and webinars, and will be
and Italy out of our France location, kits allow all of our peripherals to be making personal sales calls via its
and all the German-speaking countries installed in our devices as well as channel business managers direct to
and Eastern Europe are covered by other devices. We are still very keen end users in order to secure lead
the German location, while in the UK on our hardware peripherals generation and demand creation.
our site covers the UK and South supporting other hardware providers “Socket Mobile is shifting from the
Africa,” explained Zink. “We will also such as HP, Palm, Casio, Fujitsu distributor customer base more
shortly be adding a regional manager tablets and so on. Resellers can install towards where we can rely more
for the Nordic region and two field our SDKs on these devices and then and more on our resellers to create
systems engineers in Germany and in essentially our peripherals will demand at the end user level,
the UK. From a services perspective, automatically install, boot up and be “concluded Zink. “Our resellers are
we will also be adding a repair facility critical to our success, and we are
in Germany and then in the UK.” very much channel partner
dedicated as a company. And we
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26 IT RESELLER – SEPTEMBER 2007
www.itrportal.com
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