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HOME REGIONS Asia-Pacific › INTERVIEW: Charles Sanders, TechSmith

INTERVIEW: Charles Sanders, TechSmith

by Stuart Wilson, Wednesday 10 September 2014

TechSmith provides customers in more than 180 countries around the world with screen capture and recording software for individual and professional use. The company is participating in next month’s DISTREE Asia Pacific event in Singapore as it looks to extend its channel reach across the region. Channel APAC caught up with Charles W. Sanders, channel manager at TechSmith to learn more about the company’s regional aspirations.

Channel APAC (CA): What does TechSmith want to achieve at DISTREE APAC 2014? What are your key goals for the event?

Charles Sanders (CS): TechSmith is looking for quality partners that will work with us to help raise awareness of our brand and grow our business throughout APAC. At DISTREE APAC 2014, we’re focused on meeting with resellers and distributors that share our passion for technology and who seek to bring innovative, creative solutions to their customers.

Our key goals for the conference will vary depending on the region. In some regions, we’re looking for partners who can help drive and lead our awareness, messaging and sales on a mass level through coordinated marketing campaigns. In other regions, we’re looking for partners that can give us a better idea of consumer trends in their market and can take the lead on driving targeted sales campaigns.

CA: What products and solutions will you be showcasing at DISTREE APAC 2014? What do you want channel partners to know about your portfolio?

CS: Snagit and Camtasia Studio are TechSmith’s flagship products and are used globally by over 10 million customers. Our screenshot tool, Snagit, can create graphics and images used to explain complex concepts better than wordy documents. Screen recording with Camtasia is used for training, orientation of new employees and for interactive learning. Our products allow users to communicate more vividly, and can improve the overall efficiency within companies and educational institutions.

CA: Describe how your channel business has developed in the past 12 months? What trends have you seen and what have been the highlights for TechSmith?

CS: Over the past year, we’ve seen a major shift in the way organisations train their employees. Traditional group instruction is costly and takes valuable time. Video lessons and tutorials allow viewers to learn at their own pace with content that is available anywhere, 24/7. TechSmith’s content creation tools have been an easy-to-use, cost effective solution for organizations looking to provide engaging online training lessons to their employees.

Also, TechSmith’s products are used to enhance communications, productivity and improve efficiency. We are seeing larger, volume rollouts across corporations and the education segment in the APAC marketplace.

CA: Which geographic areas and channels represent the greatest opportunity for growth for your company in APAC?

CS: Our biggest growth in recent years has come from Eastern Asia and Australia. We feel as though these regions will continue to be our greatest territories for growth going forward. Therefore, we continue to look for partners in these regions that can help us leverage that growth potential.

We are also investigating and experimenting with emerging regions and markets within APAC and are interested in pursuing partnerships that have the potential to drive significant adoption within these markets.

CA: Why should distributors focus on your products? What makes your channel proposition better than competitors in the market?

CS: No matter the organisation or vertical, every customer can benefit from faster and smarter communication, enhanced productivity and efficiency. With products that are available on any platform and pricing that is budget-friendly, TechSmith software is the ideal compliment to any hardware or software sale. Combine this with the fact that we are an established company with a large install base, over 25 years in business and have globally recognised brand offerings make selling TechSmith solutions attractive for our channel partners.

Our offerings are easy to explain and demonstrate and will often get you into parts of corporations that you may not be able to penetrate currently. Our high satisfaction rate will often open the door to other vendor offerings - hardware, software and services.

CA: Do you have a structured channel programme? Do you offer a strong margin proposition to your partners? Please explain this area of your business.

CS: TechSmith does have a dedicated channel programme to support all of our authorized partners. We offer deal registration on qualified deals starting at only US$3,000 MSRP, a partner portal with sales and marketing materials, and a dedicated account manager who will get you the answers you need to better support your customers. We also offer free licences of our products to all qualified partners.

Our product margins are lucrative and our inbound and outbound sales teams are compensated on MSRP, so they are incented to work with our partners for large volume wins.

CA: What sort of support do you offer partners in terms of marketing, promotions and channel development activities?

CS: TechSmith offers a variety of marketing content that can be used for promotions and campaigns. Many of these materials can be customised so that customers are referred back to the partner, and not to TechSmith directly. In addition, we do offer MDF for partners interested in promoting our products through marketing activity.

We also work closely with our partners to offer promotions that make sense for both the partner and TechSmith. As we understand through your expertise the best target markets and messaging, we will work closely with you to develop customized marketing content to drive sales.

APAC growth

CA: How quickly is your business growing in the APAC region? What market trends have you identified that are impacting your business segment?

CS: TechSmith continues to see good growth in key regions of APAC. Eastern Asia saw the biggest channel growth last year and we feel as though this remains our best potential growth market.

We attribute this growth to the fact that companies are really beginning to see the value in using visuals to communicate both internally and externally. We anticipate that this upward trend will continue in the future. Snagit and Camtasia are a perfect fit to help these organise transform the way they communicate.

Our offerings are especially appealing to training, sales and marketing departments, the education segment and corporate customer subject matter expert capture and sharing.

CA: Is TechSmith channel-friendly? How would you describe your overall go-to-market approach in the APAC market? What are your overall channel goals and aims for 2014 in APAC?

CS: TechSmith offers a variety of channel-friendly programmes designed to help empower and promote our partners. Our goal is to work along side our partners and do what we can to help them grow their business through the sale of TechSmith software.

To date, TechSmith has had a limited reach in the APAC market. Therefore, our goal has been to find key partners that we can work with to help spread awareness of the TechSmith brand. To help accomplish this, we’ve streamlined our APAC channel over the past year to allow better focus on key partners in key regions. This process will continue into next year as we gain new partners in the region.

CA: What else should distributors attending DISTREE APAC 2014 know about TechSmith and your solutions?

CS: TechSmith has over 10 million customers worldwide and is sold in over 200 countries. We are an established company of over 25 years. We currently offer products in English, German, and Japanese. We provided practical business and academic platforms that can dramatically change how people communicate and collaborate across devices.

TechSmith’s platforms enable users to work more effectively wherever they may be, and ensures that the process of creating, sharing and collaborating around content is simple and intuitive so that others can learn from their knowledge.

Our products and value proposition are easy to explain and demonstrate. We also give our products to you and your staff for your usage for free so that you are comfortable in showing our products to your customers and improve your own personal productivity and efficiency.


Channel EMEA is an official Media Partner for regional technology and consumer electronics retail channel event DISTREE APAC and is expanding its coverage to include the region. Vendors requiring more information about DISTREE APAC can contact quoting code DAP14.

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