Channel Post speaks with Hozefa Saylawala, Director of Sales – Middle East & Africa at Zebra Technologies driving a successful and sustainable channel.
What is your career history to date and key career achievements?
My current role with Zebra Technologies involves working with channel partners as Director of Sales for the Middle East & Africa region and hence covers a large territory. Zebra is introducing new IOT based solutions on top of its legacy business of barcode/printing products and we now have a strong pipeline of new end-to-end solutions to meet regional demand across a range of vertical sectors. My responsibility is to drive growth and penetration of the company’s new solutions around Enterprise Asset Intelligence, based on ‘sense-analyze-act’ and harnessing IOT technologies in the region.
What are your roles and responsibilities in the company as a channel influencer?
Zebra Technologies transacts 100% of its business in the region through channels. As the head of the sales organization, growth and expansion of channel business is my key responsibility alongside business development with end-customers. When I consider my own role, probably the single most satisfying aspect of the job is working closely with customers and supporting them in an increasingly complex world. This allows me to then model their requirements and prepare our channel to fulfill them. In the process, our channel learns how to address the new digital challenges faced by our customers.
What qualities should a channel influencer possess to lead the channel?
Fundamentally, a channel influencer should have the ability and intuition to sense the current and developing future trends of the market and then guide the channel towards leveraging these opportunities to create a future proof, successful business model which is beneficial to all parties. I firmly believe this ability – part science, part art – is the key quality that a channel influencer should possess.
What is your advice on finding success in the channel?
Today, more than ever before, the channel needs a high degree of agility and a very clear focus on customer experience – a customer-centric approach. These are the essential qualities of a successful channel which must have the ability to adapt quickly to the fast-changing customer landscape while staying relevant to the customers’ top investment priorities; this is the recipe for success in channel.
How would you assess the current state of channel?
With the advent of new and disruptive technologies and the immense potential of Artificial Intelligence and Artificial Realities-based solutions, the channel is currently facing a difficult challenge in evolving into more solution-centric organizations. Customers are increasingly looking for a one-stop vendor who can address their new challenges. The key question for every channel organization today should be – how do I continue to remain relevant as an advisor and provider of solutions to my customer?
What is the biggest challenge facing the IT channel in the region?
Innovation is central to the region’s future, as it looks to diversify and quickly build sustainable, competitive new economies. This is reflected in the many new initiatives flowing from the region’s governments, which are investing in high profile ‘smart’ initiatives. These are fuelling interest in – and demand for – innovation and the adoption of new technologies, such as IoT.
If you could improve one thing about the channel business what would it be?
I would like to improve two areas, in fact – specialization and verticalization – in order to achieve one vital objective; staying relevant. The channel needs to have a deep understanding of the customers’ work environment in order to be able to offer an in-depth analysis of the problems, opportunities and associated solutions.
How can partners work effectively to generate growth in the channel?
I would suggest two areas to focus on for growth; the first involves leveraging new go-to-market models that enable the entire eco-system to thrive. The second is to understand how businesses will operate in a new market place where predictive analysis, Artificial Intelligence and Artificial Realities will become common tools to drive business.
