ChannelLife Australia logo
Industry insider news for Australia's technology resellers
Story image

Panasonic putting customers first in new channel push

By Anthony Caruana
Tue 7 Apr 2015
FYI, this story is more than a year old

Jason Coleman, the director of the Business Systems Group at Panasonic Australia is responsible for a broad spectrum of B2B solutions that are sold through channel partners and value added resellers. For him, moving from a product-focussed channel to a customer first model has delivered some solid growth.

"One of my challenges has been trying to find a way to knit these things together. A lot of these products we've got, which have been quite siloed in the past, actually work and integrate nicely together. There are some trends that go right across the board of several products at once".

"The move from analogue to IP and digital is driving a change to security products. No longer is the CCTV camera there for loss prevention or public safety only, it now goes on the network and there are these analytics, software that lets you get some marketing benefits. There's heat-mapping, facial recognition - that trend is coming along".

That integration across product sets is delivering new opportunities for Panasonic's partners and resellers. The integration of different point solutions using IP networks allows connections between systems. For example, improved cameras can easily broadcast images to ruggedised tablets. Analytics tools can review images and data from multiple sources and deliver to dynamically to commercial displays that are designed to operate in harsh environments.

These solutions have applications in mining, warehouses, retail stores and many other places according to Coleman but this shift to digital technologies is not without challenges.

"In the past, we've had the approach where it's been a product-down into distribution model. But we've changed over the last 18 months or so to being a customer first model. That sounds a bit like a motherhood statement but it's not. We're getting to expand into system integrators and dealers, touching into the end users as well, collaborating with them."

Panasonic recently launched a partner program that delivers the "right level", according to Coleman, of sales and technical support. This will encourage new dealers and integrators with closer ties to end users to work with Panasonic.

Amongst the challenges is teaching resellers and integrators about what is possible now that previously disparate systems can work together.

"Any chance we can get to the right industry vertical expo and tech forums  - we're going that. Working with the partner community, we've opened this to having a partner portal where we collaborate more. There are very few, if any, partners that can do the entire end-to-end solution. It's going to require having multiple points in the overall solution. The challenge is to get each piece of the puzzle together, get them to understand that they are part of a solution and then collaborate".

Coleman noted even Panasonic can't deliver everything for customers. Although they have considerable expertise and knowledge they know they will need several parties to deliver an entire solution.

"While the customer might like to have 'one chin to punch' we know we have to knit this together," he says. "This is the key to our customer first approach. Our aim is to get closer and closer to the customer".

Although some resellers and partners have been concerned that Panasonic would start to engage customers directly, Coleman says that's not part of the strategy as they don’t have the desire or capability to do that.

Panasonic, as an engineering and product focussed maker of hardware, is working hard to push the 'customer first' ethos into business units. Sop, while factories producing CCTV cameras and Toughbooks operate independently Coleman is investing in people with the skills to bring those different platforms together to create integrated solutions for customers.

"We invested in a CRM system,, that takes a customer in a vertical look. We’ve spread our resources out, into all the major states to work with integrators and dealers to get to end-users. We've formed a group that doesn’t look at a specific product but looks at the end-to-end solution across the board - a horizontal approach".

Those changes have paid off with Coleman telling us his business unit has grown 29% with an increase in headcount.

Channel partners are also benefiting with a new program launched for security product resellers and integrators. This leverages the investment in This works bilaterally with Panasonic sharing information with the channel and also being able to take feedback from the market back to the factories and engineers creating new products.

Related stories
Top stories
Story image
Civil Defence
OutSystems platform chosen as part of ADF contract
"To be included in this project is a reflection of our ability to deliver secure, modern digital outcomes for defence at an incredible pace."
Story image
WatchGuard Technologies
Ransomware volume doubled 2021 total by end of Q1 2022
Ransomware detections in the first quarter of this year doubled the total volume reported for 2021, according to a new report. 
Story image
FIDO Alliance releases guidelines for optimising UX with FIDO Security Keys
The new guidelines aim to accelerate multi-factor authentication deployment and adoption with FIDO security keys.
Story image
Digital Transformation
Google Cloud launches new Digital Accelerator bundles for Aussie SMBs
The new bundles are designed to help Australian small and medium-sized businesses embrace digital transformation and take their businesses online.
Story image
Global investment in data centers more than doubled in 2021
DLA Piper's latest global survey finds the total investment in data center infrastructure worldwide rose from USD $24.4 billion in 2020 to USD $53.8 billion in 2021.
Story image
Corpay partners with supply chain platform PracBiz Exchange
Corpay's new partnership with PracBiz’s allows more than 4000 B2B suppliers on the latter's platform to use Corpay's global payments services.
Story image
Identity and Access Management
Ping Identity launches corporate venture capital fund
Ping Identity has launched a corporate venture capital fund to foster innovative offerings for the identity security market.
Story image
Hands-on review: Philips Hue White and Color Ambiance Starter Kit A60
Philips’ range of Hue smart lighting promises to make any home a smart home. Techday’s Darren Price checks out the Philips Hue White and Color Ambiance Starter Kit A60.
Story image
Zscaler launches co-located data centres in Canberra and Auckland
The investment will offer public and private sector enterprises greater resilience in support of their zero trust cybersecurity posture.
Story image
3D Printing
Fleet Space, Konica Minolta partner for 3D printer offering
Fleet Space has partnered with Konica Minolta to implement 3D printers from 3D Systems to support the commercial small satellite manufacturer’s offerings.
Story image
Network Security
Netskope announces zero trust network access updates
Customers can now apply zero trust principles across a range of hybrid work security needs, including SaaS, IaaS, private applications, and endpoint devices.
Story image
How New South Wales state departments achieved cloud migration success
State departments in New South Wales are heading to the cloud to achieve better workflow solutions, and one company is paving the way for their success.
Story image
The best ways to attract young talent during labour shortages
New research from Citrix reveals hybrid working and ventures into the metaverse are top of mind for Gen Z workers.
Story image
Email threats spike 101%, remains a top attack vector
"Each year we see innovation in the threat landscape, but each year email remains a major threat to organisations."
Story image
New Relic
New Relic looks to observability market with new partner programme
New Relic has announced the availability of New Relic Partner Stack, an enhanced programme expanding New Relic’s commitment to partners.
Story image
Microsoft expands APAC Enabler Mentorship Program
"Mentors are the key to success for every professional. A good mentor is a coach, a guide, as well as a vocal advocate."
Story image
Secureworks reveals new information on BRONZE STARLIGHT threat group
New research from Secureworks has uncovered new information on the Chinese threat group BRONZE STARLIGHT and how they are using targeted ransomware to initiate complicated attacks.
Story image
Techday's new Quickfire interview process explained
Techday is introducing a fantastic new streamlined editorial interview process. We explain the process and thoughts behind it.
Story image
Data crucial to capture shoppers' wallets post-COVID
First-party data strategies key to driving personalisation, customer satisfaction, and long-lasting relationships according to a new report.
Story image
How to achieve your monthly recurring revenue goals
Monthly recurring revenue (MRR) is the ultimate goal, the most important issue on which anyone in the IT channel should focus.
Story image
Zero trust security adoption rises 27% in just two years
A survey of WAN managers has revealed that multi-factor authentication and single sign-on are the top zero trust features implemented.
Story image
Aqua Security, CIS create software supply chain security guide
Aqua Securityand the Center for Internet Security have together released the industry’s first formal guidelines for software supply chain security.
Story image
Hands-on review: 16GB PNY XLR8 Gaming EPIC-X 3600MHz DDR4
PNY sent over its 16GB XLR8 Gaming EPIC-X 3600MHz CL16 DDR4 module kit for testing. The kit contains two 8GB dual-channel modules with RGB lighting.
Story image
HP Inc
Firmware attacks significant threat in age of hybrid work
Changing workforce dynamics are creating new challenges for IT teams around firmware security, according to new research.
Story image
Survey finds 94% of Australian IT leaders looking at NaaS
Aruba’s latest survey reveals a rising interest in NaaS among Australian technology leaders as they re-evaluate their current infrastructure and network setup.
Story image
Market growth
Salesforce unveils new offerings for consumer goods companies
Salesforce has announced new products for consumer goods companies to help brands navigate increasing market complexity more easily.
Story image
Internet of Things
Domino's Pizza: A blueprint for secure enterprise IoT deployment
Increasingly, organisations are embracing smart technologies to underpin innovations that can enhance safety and productivity in every part of our lives, from industrial systems, utilities, and building management to various forms of business enablement.
Story image
Microsoft names A/NZ Partner of the Year award winners
The awards recognise partners across the globe for their innovative use of Microsoft technologies to help customers succeed.
Story image
TO THE NEW unveils A/NZ Managed Services for Microsoft Azure
TO THE NEW has released Managed Services for Microsoft Azure to meet the growing demand in the A/NZ market and globally.
Story image
Monitors are an excellent incentive for getting employees back
The pandemic has taught us that hybrid working is a lot easier than we would’ve thought, so how can the office be made to feel as comfortable as home? The answer could be staring you in the face right now.
Story image
Artificial Intelligence
Abnormal Security finds financial supply chain under threat
New research by Abnormal Security has found a rising trend in financial supply chain compromise as threat actors increasingly impersonate vendors.
Story image
Digital Transformation
Cybersecurity priorities for digital leaders navigating digital transformation
In recent years, Asia-Pacific has especially been a hotspot for cyberattacks, and as we continue into 2022, it’s evident that the problem is becoming more significant.
Story image
Hybrid workforce
Why hybrid working is here to stay and how to ace it
Citrix's new report reveals hybrid workers are more productive and engaged at work than their office and completely remote counterparts.
Story image
Honeywell launches new carbon energy management software for buildings
The new Carbon & Energy Management service allows building owners to track and optimise energy performance against carbon reduction goals, down to a device or asset level.
Story image
Tech job moves
Tech job moves - ActiveCampaign, Arcserve, LogRhythm & Qlik
We round up all job appointments from June 17-22, 2022, in one place to keep you updated with the latest from across the tech industries.
Story image
Hybrid Cloud
HPE GreenLake advances hybrid cloud experience with new services
"The innovations unveiled today further build on our vision to provide the market with an unmatched platform to spur innovation and drive transformation.”
Story image
Forrester names Talend Leader in enterprise data fabric
Forrester has named Talend a leader among enterprise data fabric providers in the Forrester Wave: Enterprise Data Fabric, Q2 2022 report.
Story image
Cloudera harnesses the power of cloud and data management for digital transformation
The data management landscape has changed significantly in recent years, with customer demands shifting and evolving in light of new technology and work processes.
Story image
Ingram Micro launches vendor-backed security program
Ingram Micro has unveiled a new program intended to give resellers the effective offerings their customers need to stay safe in the evolving threat landscape.
Story image
MYOB improves data visibility and user access with Snowflake
"Solutions such as Snowflake allow us to better understand our customers and make evidence-based decisions on what features work best for them."
Story image
Public Cloud
Public cloud services revenues top $400 billion in 2021
"For the next several years, leading cloud providers will play a critical role in helping enterprises navigate the current storms of disruption."
Story image
Consumers want personalisation, but don't trust brands with their data
Customers expect personalisation during every brand interaction but they don't trust brands to keep their personal data secure and to use it responsibly. 
Story image
Amazon Web Services / AWS
Zscaler, AWS accelerate onramp to the cloud with zero trust
Zscaler has announced an extension to its relationship with Amazon Web Services, as well as innovations built on Zscaler's Zero Trust architecture.
Story image
Oracle Cloud
Commvault, Oracle to deliver Metallic Data Management as a Service
"We are excited to partner with Commvault and enable our customers to restore and recover their most mission-critical cloud data."