After almost three decades as a professional IP telephony brand known for its wide product
range, elegant design and German quality, Snom is entering a new era of growth – and
positioning itself as a strategic partner for specialist retailers.
Snom’s new strategy, presented by Fabio Albanini, Senior Vice President Sales & Operations in April 2025, centres around helping businesses unify their corporate communications. This strategy focuses on opening up new opportunities for Snom’s network of resellers, system integrators and distributors.
Snom’s fresh approach is dedicated to evolution, rather than disruption. Existing product lines such as its D8xx series and its IP DECT solutions are being further developed. But at the same time, it is creating products for vertical markets. In fact, it has already started producing new solutions for the hospitality industry.
On the other hand, solutions that meet specific business needs, such as remote desktop
environments or paging will be continued. By broadening the market reach of its products,
Snom is offering specialist retailers clear opportunities to grow loyalty among their customer base and differentiate themselves in the market.
Proven Product Quality, New Sales Potential
Snom’s product portfolio is built on technologically stable foundations and provides partners with a high degree of planning certainty thanks to the interoperability of devices and regular partner certifications. Products such as Snom’s SP800 terminal or its C300 conference solution, are creating new sales opportunities in the field of hybrid working.
At the same time, Snom remains true to its core competencies – the area of IP DECT for
example, which already accounts for 50% of its sales and is particularly relevant for integrators in sectors such as industry, logistics or healthcare.
Hospitality As An Attractive Growth Market
With the targeted expansion of its product line for the hotel and hospitality sector, Snom has been entering into a segment that was previously difficult for many specialist retail partners to access. Thanks to low market saturation and high demand for customised solutions, this area offers enormous potential. This is especially true for those resellers who rely on indirect sales models. Snom is already seeing strong interest here from new distributors.
Sales Expansion With A Clear Focus On Specialist Retailers
A central element of the new strategy is the intensive maintenance, and expansion, of its
partner network. With over 10,000 active VARs in EMEA and APAC and a clearly structured
partner program, Snom’s partners can count on its comprehensive assistance – from marketing and training to technical project support. Additional resources are also provided in established markets such as the UK, DACH, France and Italy to promote new collaborations.
Snom is also accelerating its expansion into growth markets such as Eastern Europe, the
Middle East, India and Australia – regions in which new partners will be promoted and
integrated.
Continuity, Quality, Proximity To The Market
Fabio Albanini’s vision for Snom is clear: a customer-oriented, innovative company that offers specialist retail partners reliable, high-margin products and services. All this, supported by optimised processes and partnership-based cooperation. “Our aim is not only to offer specialist retailers high-quality products, but also real added value in sales, service and support,” says Albanini.
With this realignment, Snom is living up to its claim of being more than a telecom manufacturer in a competitive market. It is rather a solution provider shaping the future of business communications in partnership with the specialist trade.
