Snom adds 500 partners as it expands channel reach

Snom has added more than 500 new partners to its international channel network in the past six months, expanding across key markets in EMEA and APAC.

The company discussed that growth with Platinum and Gold distributors at a VIP meeting in Rome, where executives also outlined sales priorities, product plans and market opportunities. The gathering also included a smaller group of partners identified as having strong growth potential.

The increase forms part of a strategy pursued over the past 18 months to widen Snom's market presence through the channel. That effort has included closer alignment between sales and marketing, alongside lead generation, training programmes and local business development support for partners.

Italy was chosen as the venue after the previous edition of the event was held near Barcelona. Snom has had a local presence in Italy since 2009 and regards the market as strategically important.

Channel focus

Snom is updating its partner programme and expanding training across different product lines and use cases. The aim is not only to add more resellers and distributors, but also to help them manage more complex projects across a broader range of market segments.

Fabio Albanini, Senior Vice President Sales & Operations at Snom, said the latest increase in partner numbers reflected both demand and execution of the company's commercial plan.

"Acquiring more than 500 new partners in just six months confirms the effectiveness of our international growth strategy and the market's strong interest in Snom solutions," said Fabio Albanini, Senior Vice President Sales & Operations at Snom.

"However, the number of partners alone is not enough to measure the success of a commercial strategy. We believe it is essential to build long-term relationships, understand the specific needs of individual markets and create the conditions that enable our partners to develop new business opportunities. The event in Rome was a particularly important milestone in this direction."

During the two-day meeting, heads of Product Management, Sales and Marketing presented development plans and product roadmaps to distributors. Discussions also covered country-specific growth strategies and the role of marketing and communications in generating demand and supporting partner sales efforts.

Beyond desk phones

Particular attention was given to hospitality, where Snom introduced a dedicated portfolio two years ago, and to the enterprise and carrier markets, which have different technical and commercial requirements. Attendees also took part in product presentations and one-to-one meetings with managers from across the business.

Snom is also broadening its product range as it expands the channel. The launch of the D895M completed an update of its D8xx line of professional IP desk phones, while work on cordless products and hospitality devices is intended to open up additional project opportunities.

Those areas are intended to help partners address environments with specific mobility, integration and communications reliability requirements. Specialist applications are also widening the range of settings in which its products can be deployed.

The shift reflects a broader commercial objective as Snom seeks growth beyond traditional IP telephony segments. By giving distributors access to a wider portfolio, it is positioning the channel for projects across a broader set of operational environments.

Anniversary markers

The Rome meeting also gave distributors an opportunity to compare conditions in their local markets and speak directly with Snom's management team. The event was framed as part of a wider push to strengthen international partnerships while adapting the portfolio to changing customer demand.

Albanini also linked the company's current expansion to two anniversaries for the wider group and the brand itself.

"The 50th anniversary of our parent company, VTech, celebrated this year, and Snom's 30th anniversary, which we will celebrate in February 2027, are two important milestones," said Albanini.

"They provide an opportunity to reflect on our history, but above all to look ahead. Channel growth, investment in our portfolio and ongoing dialogue with our partners are the foundations we intend to build on in the years to come."