We recently had the chance to sit down with Fernando Maroniene, Brother’s Senior Director of Product Marketing, on the “What’s Happenin’ technology” podcast. Brother has been busy lining up print management solutions and more for office equipment resellers and dealers of every size.
A Solid Year of Growth and Preparation
Fernando described 2024 as a “year of consolidation” for Brother. The company focused on improving internal support teams, rolling out updated technology, and refining their channel strategy. Brother doesn’t sell direct—they only go through resellers—so the emphasis on building major account teams and listening to partner feedback has been front and center.
One standout takeaway is Brother’s focus on “Brother for Business.” While Brother is widely known for its presence in retail, the commercial channel has grown steadily over the last decade, thanks to enterprise-grade A4 devices and a deeper understanding of reseller needs.
Why Dealers Like Brother
A big question came up: What makes Brother so desirable to over 200 dealers in this channel? Fernando pointed out several factors:
- No Direct Sales: Brother sticks to channel-only partnerships, so they’re not competing against their own dealers.
- Partnership Over Competition: Brother complements A3 manufacturers rather than battling them. This mindset helps dealers who need a full mix of A3 and A4 solutions.
- Dealer Feedback Drives Development: Brother’s Dealer Council sessions give resellers a seat at the table, shaping everything from pricing structures to product features
Find out about this and more during this 20 minute interview.
SOURCE Industry Analysts Inc.
