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Industry: Email Alert RSS FeedMapInfo's VAR strategy. (geographical information system vendor MapInfo Corp.'s techniques for developing and working with value-added resellers)
Soft-Letter, January, 1992
* MAPINFO'S VAR STRATEGY
Five years ago, a startup called MapInfo Corp. began selling a PC-based alternative to high-end geographical information system3. Like many companies in emerging markets, MapInfo quickly discovered that its customers were enthusiastic--but usually needed plenty of hand-holding, training, and applications development help. That's not a job you can do over the phone or through dealers who are just box-pushers," says senior vice president Barry Bycoff. Our success really depended on building a network of value-added resellers."
Despite "four years of war stories," MapInfo managed to put together a highly productive VAR channel, which currently generates more than 40% of the company's revenues. Bycoff says the network includes...
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