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IRIS ready to drive Latin America channel sales

by Stuart Wilson, Thursday 9 July 2015

Portable scanners vendor IRIS, a company owned by Canon, believes the market for its products is still in its infancy in Latin America with the potential for significant growth in the years ahead. The IRIS team will attend DISTREE Brazil & Latin America 2015 later this year, to meet existing and potential new channel partners, and drive the growth and development of the category across the region.

Jean-Marc Fontaine, sales director at IRIS, said: “We have never missed a DISTREE Brazil & Latin America event. We have developed fantastic relationships over the years at the event and we are eager to present out latest portable scanners to our network of existing partners as well as potential new partners.”

DISTREE Brazil & Latin America (www.distree-latam.com), which takes place from 16th to 18th September in Sao Paulo, Brazil, gathers together top distributors, retailers and e-tailers from across the region in one place at one time. Participating brands are able to pre-schedule a series of one-on-one meetings with senior executives from channel partners throughout the three-day event.

Fontaine added: “This year, we are excited to showcase our latest portable scanners. We have exciting new products that we will announce at DISTREE Brazil & Latin America. The category keeps evolving and IRIS remains at the forefront of the technology.”

Retail environment

“Portable scanners remains thrilling to the eye of the average consumer - especially in a retail environment where we have the ability to have POS displays and videos showing how easy it is to use and benefit from potable scanners. The market for portable scanners in Latin America is still in its infancy and a significant number of opportunities are available for the right distributor and retail outlets,” he added.

IRIS has seen solid growth in the last 12 months in Latin America, driven by dynamic partnerships with distributors in the region.

“Our marketing team is very reactive and quick to propose creative marketing ideas. This works well with dynamic distributors,” explained Fontaine. “We believe that Mexico and Colombia will see the most significant organic growth moving forwards. There are so many incredible opportunities in Latin America that growth can be achieved in any country.”

IRIS claims that it is the only company in the world focusing with high intensity in the portable scanning solution space.

“Since we are a software company at our core, all our solutions are first and foremost software driven, which is always a pleasant surprise to unaware consumers,” commented Fontaine. “Indeed, many of our products come with very powerful software significantly more advanced than comparable products. Consumers love it.”

He continued: “Take the IRISCan Anywhere 3 WiFi as an example. Since it is completely iOS or Android compatible, you can simply scan a photo or a document, retrieve the scan image with your smartphone and e-mail it or store it on the cloud wherever you are. Contrary to just a snap with your phone camera, you generate incredibly high quality images that most important documents require.”

IRIS believes it has a compelling channel proposition for partners across Latin America based on extensive global experience of deploying indirect go-to-market models.

Fontaine explained: “IRIS products are now sold in 90 countries worldwide. We know distribution and have hundreds of distributors actively selling our products worldwide. These results are only possible thanks to a sound channel programme, strong margins and a good value proposition for our distributors. If a distributor involved in the consumer electronics and technology space is not carrying portable scanners, they are missing out.”

Local partnerships

“Selling products is very different from stocking distributors up. At IRIS, we understand that a product sold is a product in the hand of a consumer. This requires a focus on sell through, positive consumer experience, smart channel programmes and creative marketing. We believe we have a great channel programme and we absolutely do not want to leave our channel partners with the sole responsibility to sell our products. We want to discuss, strategise and ultimately partner with them to sell our products. It is our responsibility to share what works with our distributors and propose effective programmes,” he added.

IRIS believes each Latin America national market has its own specific needs and requirements. The company’s approach is to develop each country through strong and trusted local partnerships.

“We need more trusted distributors who can market to the retail, e-tail, corporate reseller, education and government markets with targeted programmes. Our goal in 2015 is to be active across the entire Latin America region,” said Fontaine.

“IRIS is now a 100% Canon company,” he added. “We are acting fully independently but do benefit from the Canon umbrella, its credibility and brand awareness. Channel partners should come and see us during DISTREE Brazil & Latin America 2015.”

Media Partnership

We are pleased to confirm that Channel LatAm is an official Media Partner for all DISTREE events in 2015, including DISTREE Brazil & Latin America.

DISTREE Brazil & Latin America 2015, which takes place from September 16-18th in Sao Paulo, Brazil, gathers together hundreds of senior executives from the region’s leading ICT & CE e-tailers, retailers and distributors. Readers requiring more information about DISTREE events in 2015 should contact events@channelemea.com.

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