Camera manufacturer Oncam will discontinue direct channel sales and instead concentrate on forming partnerships with vendors and selecting preferred integrators.
Oncam Shifts Focus in Go-to-Market Strategy
In a recent move, Oncam, a leading company specializing in 360-degree video capture technology, has announced a change in its go-to-market strategy. The details of this new approach and its impact on the direct sales team are yet to be found in specific search results.
However, it is known that Oncam typically adjusts its strategies based on expanding partnerships, enhancing channel sales, or strengthening direct sales, depending on market demands. This time, the company will be narrowing its focus on fisheye lens technology to ensure innovation and improvement.
Oncam intends to continue growing their strategic alliance partnerships, not taking on the role of a traditional OEM supplier. The decision to revise the business model was not a reflection on the performance of the direct sales team, who have done an "amazing job."
Despite this shift, Oncam will continue to provide ongoing support for its existing install base of products. Any warranties on existing products will be fulfilled. The company will focus on integrations with 10 to 15 leading VMS players in the market.
Oncam's technology integration in India does not have conflicts with the channel, and the company will continue channel sales of its products in India due to a lack of conflicts with partners. The company will provide solutions to its strategic alliance vendor partners and select systems integrators instead.
The change in strategy was initiated after Oncam's management team was asked to analyze its market strategy and global product sales. This move comes as Oncam had to reconsider whether a direct sales approach was still essential due to the advancement of the industry relative to 360-degree camera technology and the substantial growth with strategic alliance partners.
The shift in Oncam's go-to-market strategy has resulted in a modest workforce reduction at Oncam. Eight people from four different sales regions (Americas, Asia-Pacific, Europe, and Turkey) have already been laid off.
Oncam's joint branding process with partners is not a traditional OEM approach. The company still intends to leverage their brand cache and emphasizes that they do not intend to take on the role of a traditional OEM supplier, but rather to strengthen and grow their strategic alliance partnerships.
For the most current and specific information about Oncam’s new go-to-market strategy and how it affects their direct sales force, it is recommended to check Oncam’s official press releases, corporate website, or recent industry news articles.
- Oncam is focusing on enhancing its fish-eye lens technology within its go-to-market strategy, indicating a shift away from direct sales and a greater emphasis on strategic alliances and channel sales.
- Despite the workforce reduction in direct sales teams, Oncam will continue to provide ongoing support for its existing products and fulfill any warranties, while concentrating on integrations with leading Video Management System (VMS) players in the market.
