Steven Try, Channel Manager UK & Ireland at Snom, and Darren Garland, Chairman at ProVu, share what a successful relationship between manufacturer and distributor can achieve.
When ProVu Communications was founded in 1999, the entire world of IP-based communications seemed to lie before them. Voice over IP (VoIP) was still in its infancy, standards were being developed, and only a few companies dared to venture into this new terrain.
Among these pioneers was an ambitious start-up from Berlin, Germany: Snom Technology. The company set itself the goal of developing high-quality IP phones for the business sector, a goal that became a reality in 2001 with the release of the first commercially available device.
What followed was a successful partnership between manufacturer and distributor – an example of how mutual trust and continuous exchange can create a long-term success story.
Three Pillars of a Strong Partnership
The foundation for this special collaboration can be traced back to three central values: mutual trust, patience, and the willingness to learn from each other.
“Of course, it’s amazing to be first on the scene in the distribution of a new technology,” says Darren Garland, Chairman of ProVu. “But neither you nor the manufacturer knows exactly what to expect in the beginning. If you’re in it for quick profits, you’ll often disappear just as quickly.”
Training as the Key to Success
Especially in the early years, knowledge sharing played a crucial role in success. ProVu and Snom focused on providing intensive training to end customers – often visiting them directly and sharing knowledge in-person. These visits meant they were not only able to explain the functions and features of the products but also provided an opportunity to gather feedback and better understand what the market truly needed.
ProVu never saw itself as just a wholesaler. Instead, it aimed to offer technical expertise, advice, and support. This strengthened customer trust and provided Snom with valuable insights for the ongoing development of its products.
Even though much of this process is now automated, open and regular communication remains a key element of the partnership. For 14 years, Snom has been conducting an annual survey with its dealers and partners. The results not only offer valuable insights for new products but also provide a glimpse into the state of the distribution channels.
This has paid off for both sides. While Snom grew from a start-up to a globally recognised manufacturer with offices in the UK, Italy, Spain, and France, ProVu transformed from a niche distributor to a respected industry player with a large portfolio and an extensive network in the UK and beyond.
Proximity to the Market –an Invaluable Advantage
“We meet regularly with our key partners and exchange ideas,” emphasises Steven Try, Channel Manager UK & Ireland at Snom. “It’s important for us to know the mood in the market and what the needs are. Even when problems arise, direct exchange is crucial. ProVu is always very close to its customers – which is invaluable for us.”
The value of this closeness is also reflected in the awards ProVu has received from Snom over the years. The company is regularly recognised as a “Snom Platinum Distributor”, an accolade that Snom only grants to partners who receive outstanding ratings from both customers and the manufacturer.
“This recognition always brings us joy and motivation to achieve it again the following year,” says Darren Garland. “But such awards wouldn’t be possible if Snom wasn’t equally committed to constantly developing its portfolio. The ability to customise end devices is just one example. Which other manufacturer offers this for mid-sized companies?”
Partnership in Stormy Times
Although ProVu now offers products from many other manufacturers and the telecommunications industry continues to evolve with more flexible working models, the relationship with Snom remains something special. Over the years, both companies have successfully navigated challenges like supply shortages, pandemics, and price wars.
“Together, we’ve grown and become stronger,” says Fabio Albanini, Senior Vice President of Sales & Operations, EMEA & APAC at Snom. “We’ve faced supply shortages, Brexit, pandemics, and price wars together. And we’ve managed to succeed in overcoming all these challenges – because we understand each other as partners, not just as a manufacturer and its distribution channel.”
The partnership between Snom and ProVu clearly demonstrates the potential of a strategic, trusting collaboration. Instead of focusing on quick profits, they rely on long-term relationships, mutual learning, and customer proximity.
The result: Two successful companies that strengthen each other- and have been providing real value to their customers for over 20 years.
