1Partners Rev. 01 Customer Power Specialists Corporate Reseller High Power Partners OEM Peer Novell Microsoft “Surround the Customer”

1 Partners Rev. 01

CustomerCustomer

PowerPowerSpecialistsSpecialists

CorporateCorporateResellerReseller

High PowerHigh PowerPartnersPartners

OEMOEM OEMOEM

PeerPeer

NovellNovellMicrosoftMicrosoft

““Surround the Customer”Surround the Customer”

2 Partners Rev. 01

Global End-to-End SolutionsGlobal End-to-End Solutions

100 % Channel Strategy100 % Channel StrategyAPC is committed to a 100% indirect sales model

Global PlayerGlobal PlayerAPC is the only UPS manufacturer having a world widecoverage through a network of competent partners.

End-to-End UPS SolutionsEnd-to-End UPS SolutionsThe market leading product lines of APC cover the range from 0 to 16 kVA including surge protection and integrated UPS solutions for PC, server, hubs and data center.The APC High-End division on Silcon technology leading enterprise UPS systems from 10 to 480 kVA.

3 Partners Rev. 01

Back-UPS

Smart-UPS

Matrix-UPS

Silcon DP300E < 40 kVA

Symmetry Power Array

Silcon DP300E > 40 kVA

Product Line VA/ kVA range Comment

Corporate Data centerEntire Building(External batteries)

Data centerHigh AvailabilityData center (Internal batteries)

Server and mini

Server/Hub/Router

PC / Workstations

Product positioningProduct positioning

4 Partners Rev. 01

END USER

Power Specialist

Distributor

Reseller

APC

0-40 kVA 0-480 kVA 0-480 kVA

0-16 kVAHigh Power

Partner OEM

APC Channel Strategy EMEAAPC Channel Strategy EMEA

5 Partners Rev. 01

EMEA APC High Power PartnerEMEA APC High Power Partner

6 Partners Rev. 01

Indirect Channel PartnersIndirect Channel Partners

Power Specialists” (0 or 10 to 40 kVA)Power Specialists” (0 or 10 to 40 kVA)

•Commitment Level of > $500k per Year•Minimum (1) Dedicated Salesman•Showroom with Demo Equipment, Brochures, & Binders•Provides Monthly Forecast to APC•Provides Sales In and Sales Out Reports Monthly•Committed to “Closed Loop Lead” Process•Must Complete and Become Authorized through a

Training Program to be held in Country•Not necessarily its own service organization

Partner profile...

7 Partners Rev. 01

APC channel partner for 0 or 16 - 480 kVAAPC channel partner for 0 or 16 - 480 kVA

Requiring a lot...Requiring a lot...

• Commitment level of > USD 1 Mio. per year UPS and service

• Minimum 4 dedicated outside salesman• Provides monthly forecast to APC• Provides monthly sales reports (in/ out)

8 Partners Rev. 01

Requiring a lot...Requiring a lot...

9 Partners Rev. 01

Offering a lot...Offering a lot...

10 Partners Rev. 01

Offering a lot...Offering a lot...

11 Partners Rev. 01

Channel strategyChannel strategy

Strategic Partners:Strategic Partners:

• Formerly Known as OEM Channel within APC

• IBM, HP, SNI, Dell, Unisys, etc.

• Must Complete “Power Academy” Training Program

• Offer in Country Training to the organization

• Provide Service where Needed

Partner profile...

12 Partners Rev. 01

- other Partner criteria:- other Partner criteria:

• Responsible for a defined market (segments or geographical area)

• Established customer base and sales channels

• Dedicated sales force• Service organization with UPS competence

• Not representing other 3-phase vendors when signing

• Financial strength and good reputation

• Commitment to partnership and marketing plan

Partner ConceptPartner Concept

13 Partners Rev. 01

Partner concept...Partner concept...

14 Partners Rev. 01

Tools Tools - market evaluation sheet

Market Evaluation Sheet

Market:

Score: 1 = Bad, 2 = Poor, 3 = Medium, 4 = Good, 5 = Excellent

Topic ScoreSteady politicalconditionsGrowth in GNP

No trade barriers/import tax

High cost of electricalenergyConcerns/penalty of mainspolutionStandard voltages and frequency

Steady power supply

Compliance with local rules, no extraapprovalsGood infrastructure (airport, telephonelines,fax)Total score (max. 45 points)

Size of UPS Market:

1 phase 3 phase

Competition:

Pricing:

Comments:

Market Evaluation Sheet

Market:

Score: 1 = Bad, 2 = Poor, 3 = Medium, 4 = Good, 5 = Excellent

Topic ScoreSteady politicalconditionsGrowth in GNP

No trade barriers/import tax

High cost of electricalenergyConcerns/penalty of mainspolutionStandard voltages and frequency

Steady power supply

Compliance with local rules, no extraapprovalsGood infrastructure (airport, telephonelines,fax)Total score (max. 45 points)

Size of UPS Market:

1 phase 3 phase

Competition:

Pricing:

Comments:

15 Partners Rev. 01

Tools Tools - partner evaluation sheet

Partner Evaluation Sheet

Partner:

Score: 1 = Bad, 2 = Poor, 3 = Medium, 4 = Good, 5 = Excellent

Topic Score

Access to potential customers(Banks, Insurance Companies etc., direct or indirect)Experience within Sales and Marketing of UPS-systems

Serviceorganization with UPS-experience

Good coverage of local market

Good reputation

Financial strength

UPS as a strategic product

Growth in UPS Sales

Dedicated resources

Marketing "Silcon"-logo

English Communication Skills

Total score (max. 55 points)

Organization chart:

Comments:

Filled by: Date:

Partner Evaluation Sheet

Partner:

Score: 1 = Bad, 2 = Poor, 3 = Medium, 4 = Good, 5 = Excellent

Topic Score

Access to potential customers(Banks, Insurance Companies etc., direct or indirect)Experience within Sales and Marketing of UPS-systems

Serviceorganization with UPS-experience

Good coverage of local market

Good reputation

Financial strength

UPS as a strategic product

Growth in UPS Sales

Dedicated resources

Marketing "Silcon"-logo

English Communication Skills

Total score (max. 55 points)

Organization chart:

Comments:

Filled by: Date:

16 Partners Rev. 01

Tools Tools - Activity calendar

17 Partners Rev. 01

Tools Tools - Activity check list

18 Partners Rev. 01

Tools Tools - Activity Planning Form

19 Partners Rev. 01

Tools Tools - Market information

20 Partners Rev. 01

Tools Tools - Organization

21 Partners Rev. 01

Tools Tools - Organization

22 Partners Rev. 01

Tools Tools -- Organization

Partners Rev. 01

APC POWER

ACADEMY

Partners Rev. 01

• Enable selected channels to sell end-to-end Power Insurance solutions from APC

• Support the channel strategy for high power UPS business

• Develop competent and competitive channel partners through certification to sell 10 - 480 kVA

solutions

• Training of APC staff

POWER ACADEMY ObjectivesPOWER ACADEMY Objectives

Partners Rev. 01

POWER ACADEMY...

- will differentiate ourselves against

competition in the high power and end-to-end

power protection solutions market

POWER ACADEMY qualifies...POWER ACADEMY qualifies...

Partners Rev. 01

Who will attend the

POWER ACADEMY ?

• Power Specialist sales and technical staff

• High Power Partner sales and technical staff

• APC employees: Sales, service, marketing, enterprise specialists, customer support and tech support

• Service partners

• Consulting Engineers

POWER ACADEMY attend...POWER ACADEMY attend...

Partners Rev. 01

Basic APC TrainingS

ales

Ser

vice

Sof

twar

e

POWER ACADEMY ModulsPOWER ACADEMY Moduls

Partners Rev. 01

Training Module:Training Module:

• APC vision and company presentation

• Basic power protection knowledge

• Channel strategy

• APC support and service organisation

• Sales tools and marketing communications

• Product overview

Basic APC Training ModuleBasic APC Training Module

Partners Rev. 01

Sales Sales TrainingTraining Moduls: Moduls:• Sales and argumentation techniques

• Basic electrical understanding

• UPS technologies

• Symmetry product training

• Silcon DP300E product training

• Software and power management solutions

• Service packages

• Key selling points, positioning and differentiation

Basic APC Training Module -SalesBasic APC Training Module -Sales

Partners Rev. 01

Service Training Modules:Service Training Modules:• APC service policies and procedures

• APC service products overview

• UPS technologies

• Functional description of Delta-Conversion systems

• Trouble-shooting and repair service

• Exchanging modules

• Preventive maintenance, repair service and testing

• Power and Site Audits and remote monitoring / diagnostics

Basic APC Training Module -ServiceBasic APC Training Module -Service

Partners Rev. 01

Software Training Modules:Software Training Modules:• UPS and power management products overview

• Selling software and enterprise solutions

• Configuration of UPS with software solutions

• Communications on various platforms

• Installation and up-grading procedures

• Trouble-shooting and corrective actions

• Remote monitoring and diagnostics

Basic APC Training Module -SoftwareBasic APC Training Module -Software

Partners Rev. 01

Standard Training Courses...Standard Training Courses...

• 5 day High Power Partner Certification - Sales Training

• 2 day Power Specialist Certification - Sales Training

• 5 day Silcon DP300E Field Service Training

Standard APC Training ModuleStandard APC Training Module

Partners Rev. 01

POWER ACADEMY POWER ACADEMY

Schedule & RegistrationSchedule & Registration

• Training modules dates available as notes database from beginning of October for internal APC use including registration of participants

• Training course schedule on partner pages on the web

• Power Academy training course dates in Power Academy brochure

• Registration via fax forms, e-mail forms and web

Schedule & RegistrationSchedule & Registration

Partners Rev. 01

POWER ACADEMY POWER ACADEMY Facilities...Facilities...

• Facilities in Kolding for EMEA and East Providence for NAM

• 2 day Power Specialist training both local and at APC

• Demo room with PCs, network, Symmetra and Silcon DP300E installations with Service Bypass Panels

• Conference rooms with overhead projector, video project, flip-over, white board and PC

• Training binders and technical documentation

• Accommodation and entertainment facilities

POWER ACADEMY FacilitiesPOWER ACADEMY Facilities

Partners Rev. 01

• Power Academy is organized by SPE and DCS SDDs in cooperation with all MAGs

• Silcon has taken the initial lead to support launch of Silcon DP300E products worldwide

• EMEA MAG uses Power Academy facilities in Kolding, Denmark

• NAM and LAM MAGs uses Power Academy facilities in East Providence, Rhode Island

• Power Academy coordinator in Kolding, Denmark: Anette Lauszus

• Trainers from a formal network of product managers, tech support people, sales manager etc.

• Common training material platform

• Common “Train-the-trainer” sessions

POWER ACADEMY OrganisationPOWER ACADEMY Organisation

36 Partners Rev. 01

Partner concept...Partner concept...

Partner concept...Partner concept...

37 Partners Rev. 01

Partner concept...Partner concept...

38 Partners Rev. 01

APC support to Channel partners• Customer reference system (database)

• Relationship building to major accounts

• Promotion of world-wide solutions

• Power Academy training

• Leads to channel partners

• Co-visits to major accounts in partners local market

• Info up-dates on major account activities

APC support to Channel partnersAPC support to Channel partners

39 Partners Rev. 01

• Annual review of Activity & Marketing Plan

• Product up-date seminars

• Co-visits to local customers

• Combined marketing activities

• Support on local exhibitions

APC support, Local Marketing ActivitiesAPC support, Local Marketing Activities

40 Partners Rev. 01

• Design and lay-out proposals

• Demo equipment at reduced prices

• Posters and presentation material

• Brochure stand

•Video and various sales tools

Local ShowroomLocal Showroom

41 Partners Rev. 01

• Brochures and data sheets

• Power Binder (UPS sales guide)

• Newsletter

• User guides, installations guides, service manuals,specification guide etc.

• Silcon presentation video

Sales MaterialsSales Materials

42 Partners Rev. 01

• Press releases

• Direct mail and advertising

• Power binders

• Exhibition equipment and planning tool

• Internet homepage

• Internet sales configurator

• APC general marketing activities (surround the customer)

Marketing MaterialMarketing Material

43 Partners Rev. 01

• Customer reference system (database)

• Relationship building to major accounts

• Promotion of world-wide solutions

• Power Academy training

• Leads to channel partners

• Co-visits to major accounts in partners local market

• Info up-dates on major account activities

APC support to Channel partnersAPC support to Channel partners

44 Partners Rev. 01

Sales conference...Sales conference...

45 Partners Rev. 01

Partner AgreementPartner Agreement

• Scope and defined market

• Sales target

• Terms of delivery and payments

• Price agreement

• Authorization certificate

Partner ConceptPartner Concept

46 Partners Rev. 01

Partner ConceptPartner Concept

Requirements to Channel Partners...Requirements to Channel Partners...

47 Partners Rev. 01

Power Specialist - Power Specialist - Interview list

48 Partners Rev. 01

Partners...Partners...

Long lasting profitable partnership...Long lasting profitable partnership...