Broadcom Corporation has announced the addition of more than 40 channel partners to support the expanding Internet of Things (IoT) and high-volume Ethernet IC markets. This is part of the company’s new distribution strategy launched about 18 months ago to broaden its customer base and better leverage its channel partners. The semiconductor solutions manufacturer has added a variety of new channel partners including module manufacturers, value-added resellers (VARs), independent design houses, strategic original design manufacturers (ODMs) and an e-commerce distribution channel.
The global partner network is aimed at providing greater access to its WICED Smart and WICED Wi-Fi platforms and leading-edge RoboSwitch, StrataConnect and NetXtreme Ethernet solutions. “The new organization that we put into place a little over a year ago is really changing the DNA of the company. We’ve spent a lot of time optimizing and training our distributors, building the number of value-added resellers, independent design houses and strategic ODMs that we partner with,” said Vincent Brocato, Broadcom senior director, global channel in a previous interview.
Also as part of the process, Brocato noted that Broadcom consolidated or expanded its channel partners, depending on the geographic region. “In the Americas, we did a consolidation; in Europe, we grew the number of distributors, and in Pan-Asia, the number of distributors are the same but we had some turnover. We looked for new partners for one reason or another,” he said.
“In addition to our worldwide distributors, we have at last count 40 partners that we’ve engaged with,” said Brocato. “Not only have we optimized our distribution network, we have significantly expanded our partner networks including VARs, independent design houses and ODMs.”
Another driver was the growing demand for IoT solutions and products. Over the past several months, Broadcom has launched many new products targeted at the IoT space, which also helped drive this channel initiative, said Brocato.
"As the IoT market continues to evolve, we're seeing increased demand from thousands of emerging developers wanting to get their hands on our low-cost, highly integrated development platforms, modules and resource materials. By making our technology easy to use and widely available through our expanded global channel, companies both large and small now have immediate access to the technology and tools required to bring their innovative ideas to life,” stated Brocato, in a press release.
"The IoT offers a unique advantage that will spawn an entire new generation of innovators," said Aapo Markkanen, ABI Research, principal analyst, in a statement. "Providing developers with immediate access to standardized, ultra-low-power wireless development platforms and online support communities will be instrumental in the proliferation of the rapidly expanding IoT market."
As part of the new distribution initiative, Broadcom also recently announced its first e-commerce/catalog distribution partnership with Mouser Electronics.
"Our relationship with Broadcom provides Mouser with a clear advantage in the rapidly evolving IoT and Ethernet markets," said Jeff Newell, Mouser senior vice president of products, in a press release. “Our e-commerce distribution channel will provide leading developers from around the world with simplified development platforms and modules, resulting in faster time-to-market for a broad range of IoT and Ethernet-based innovations."
Other new IoT partnerships include LSR, which has used Broadcom’s technology to build new Wi-Fi modules and the TiWiConnect cloud platform, and Ayla Networks, a pioneer in the IoT movement, providing cloud-based software for IoT.
In addition to offering turnkey hardware and software platforms, Broadcom also has improved the way it communicates with its partners and customers with the launch of a new online support portal and a library of collateral including data sheets, application notes, video tutorials, programming and product selector guides. Each of the focused online communities, moderated by Broadcom experts, provide developers with a collaborative environment to share ideas, solve challenges and advance product development, said the company.