Role and Success
Factors (Part I)
Selling Through a Reseller – Yes or No?
In August 2021 emmtrix Technologies, pioneer of architecture-oriented parallelization for high-performance embedded multicore systems, named NeXtream, a provider of software, hardware and IP created outside Japan, as Japanese Value-Added Reseller (VAR). The company sells all emmtrix’ tools and some of the services to the Japanese market.
Rainer Heim, Managing Director at emmtrix Technologies, talks in the first part of our short interview series about the benefits of selling through a reseller and why emmtrix chose NeXtream.
Hello Rainer, you decided to cooperate with the Japanese value-added reseller NeXtream. How did this come about?
emmtrix operates in the high-end sector of the embedded market, looking at making code better for high-performance hardware platforms. Getting to know the key players is a time-consuming and expensive process. So naturally we are looking for resellers with existing customer relationships and the technical expertise to deal with our topics.
“Good resellers will help you focus on sales and providing relevant solutions to customers.”
Rainer Heim, Managing Director at emmtrix Technologies
The biggest car manufacturer is Japanese, their technology is world-class.
Experience in this sector is key. NeXtream has been dealing with the right Japanese clientele for years and they have represented a number of non-Japanese suppliers for the Japanese market. When a former competitor of emmtrix left the market, this presented them and us with a perfect fit.
What are the advantages and disadvantages of selling through a reseller?
Well, you lose some of the revenue as the reseller will take a margin. In my view, however, you probably would have found it hard to make a sale without the reseller, so the correct way of looking at this is to see that you make additional sales, which is a big plus. Another advantage is that you have a very limited investment, so you can increase your geographical reach at little cost. And good resellers will help you focus on sales and providing relevant solutions to customers.
“Experience in this sector is key. NeXtream has been dealing with the right Japanese clientele for years and they have represented a number of non-Japanese suppliers for the Japanese market.”
Do you work with other resellers in other countries?
Currently only in China, another significant market where you need local representation.
Are you looking for other resellers? If yes, in which countries?
We are not actively looking for resellers at this point in time, but I am open to discussions if the right partner comes along.
How can potential resellers contact you?
They should have a careful look at what we do and if they are convinced they can be successful with emmtrix tools they should contact me via email at firstname.lastname@example.org.
Thank you, Rainer, for the interview.
Interviewer: Mira Steinmetz, Marketing Manager, emmtrix Technologies