Panasonic has updated its channel-first strategy in Europe with the launch of ELEVATE, a revised partner programme for its TOUGHBOOK ecosystem.
ELEVATE introduces a tiered reseller structure consisting of three levels: Authorised, Expert, and Elite. It also includes a certified Independent Software Vendor (ISV) track, along with a dedicated distributor framework.
A key component of the programme is a Deal Registration system designed to provide partners with clearer visibility on opportunities. When opportunities are registered, partners receive defined pricing information and access to structured discount levels.
The programme also expands the Basecamp training platform, which is intended for both new and existing partners developing expertise in rugged mobility solutions. It includes three main training pathways:
- Rugged Foundations
- Winning with TOUGHBOOK
- TOUGHBOOK Technical Expertise
Completion of these pathways allows partners to earn badges and certifications that recognise their training progress and enable access to additional registration-related benefits.
Within the Elite tier, resellers can work with Panasonic on growth planning, including annual channel plans and quarterly business reviews. This tier also includes performance-based rebates linked to revenue targets.
Authorised distributors operate under a separate framework and receive support from Panasonic’s account management teams to assist with their distribution activities.
The ELEVATE programme sits alongside Panasonic’s broader investment activities in Europe during its 30th anniversary period. These include establishing Service and Solutions Centres in Cardiff and Budapest, developing a Mobile-IT As-A-Service (MaaS) offering, and introducing new AI-enabled rugged devices aligned with its “Engineered for Motion” design approach.
