October 28, 2020

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INTERVIEW: Beto Santos, Norton

by Stuart Wilson, Wednesday 22 October 2014

More than 150 senior vendor executives are participating at this week’s DISTREE Brazil & Latin America for pre-scheduled one-on-one meetings with the region’s largest volume distributors, retailers and e-tailers. Security solutions provider Norton is exhibiting at the event. Channel LatAm caught up with Beto Santos, country manager at Norton (Symantec) to learn more about the company’s goals for the event and regional development plans.

Channel LatAm (CL): What does Norton want to achieve at DISTREE Brazil & Latin America 2014?

Beto Santos (BS): Our goal is to be close to partners and to explain the strategic positioning of Norton by Symantec and the fact that we are 100% focused on the channel. We will demonstrate the strength of the Norton brand in Brazil and explain how we are focused on improving the customer experience at the time of purchase. We offer consumer several different ways of purchasing our products.

We will talk to partners at DISTREE Brazil & Latin America about new ways of doing business through different channels such as retail, e-tail, small business and card-based point of sales activation (POSA). We want to demonstrate to partners Norton’s contribution to the growth of profitable and sustainable channels in the region.

CL: What particular products and solutions will you focus on at the event?

BS: Our main goal is to deliver security solutions for the consumer that makes them feel protected when accessing the internet through whatever device – tablet, smartphone, notebook, PC or Mac - and whatever operating system – be it Windows, Android or iOS. Norton is simplifying the lives of our channel partners with fewer SKUs, making it easier to manage inventory. We want to allow partners to deliver more for less – to increase revenues but with fewer SKUs. By reducing the number of products it also makes it less confusing for consumers.

CL: What are the main problems and issues with the distribution business in Brazil today?

BS: There is still a focus on volume at times. Volume and margin are two very complicated variables. Typically the two variables are inversely proportional – so selling high volumes can sometimes actually mean very low margins.

Sometimes there is also a lack of a long-term strategy and a failure to invest in higher value-added brands. Distributors look for immediate results with paying attending to future trends and investing accordingly. Then there is also the issue of SPIFFs to consider. The SPIFF was created to solve specific problems but has now become a norm. Distributors will need to start adding value in addition to providing the credit facilities and logistics for the channel.

CL: What market trends are you currently observing in Brazil?

BS: We believe that e-commerce will increasingly grow in Brazil, similar to what we have seen in other countries. The consumer is learning how to operate in a virtual world due to improved availability of internet access. People are increasingly connected and digital convergence is becoming a reality in terms of daily life in Brazil.

This gives us a more optimistic view of our business prospects because it will increase demand for Symantec’s products – for home users, small businesses and enterprises. We’re keen to help customers surf the wave of increasing internet use; and to make sure they do it safely.

DISTREE Brazil & Latin America 2014

The 4th annual DISTREE Brazil & Latin America takes place from October 22nd to 24th in Salvador, Brazil. DISTREE Events expanded into the Latin American market in 2011, driven by demand from ICT and consumer electronics (CE) vendors for a regional channel development platform. DISTREE Brazil & Latin America offers easy access to major buyers from across this vast region in one place at one time. www.distree-latam.com

DISTREE Brazil & Latin America offers vendors a powerful and cost-effective platform to meet senior executives from major distributors and retailers from across this vast continent, accelerating channel development for all attendees. Follow DISTREE Brazil & Latin America updates on Twitter.

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