Trend Micro unit to continue direct sales strategy with corporate clients

Tuesday, February 8, 2011

Trend Argentina, the local representative of Japanese security solutions provider Trend Micro (Nasdaq: TMIC), will continue with its strategy focused on direct sales to the corporate segment and using resellers for business with SMEs, the firm's project and channels director, Gabriel Calbosa, told local media Canal AR.

With this strategy, Trend Argentina has set a goal of adding more regional offices, in addition the office it built in Córdoba to service enterprise clients, classified as companies with more than 100 users. According to Trend Argentina, the Córdoba office increased its presence by 70% in the northeastern region and the coast.

According to Calbosa, Trend Argentina redirected its strategy in 2009 to address the corporate segment directly instead of through channels, because previously larger companies were not receiving the required level of assistance and support.

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The company estimates that in 2011, all its sales to small and medium-sized companies will be indirect, through resellers. But it will also focus on one-on-one contact, instead of mediating sales through the internet or telemarketers.

Calbosa said that after conducting research and noting that security takes up a very small spot on SMEs' agendas, the company determined the best way to reach these companies was through channels that offer support.

To improve profit margins for channel partners, Trend Argentina will offer a 20% discount from products' listed prices for new sales and a 15% discount on additions or changes for existing clients.

Trend Argentina reported sales of US$8.5mn in 2010, with 50% of its operations related to the corporate market. Of the corporate segment operations, 40% were enterprise clients with 101 to 1,000 users, and 10% were SMEs with between five and 100 users.