Schneider targets data centre growth in Africa

Schneider Electric, a global leader in energy management and automation, has reaffirmed its commitment to expanding the data centre market in East and West Africa. This move comes in response to the rapid digitalisation and increasing internet penetration across the regions, positioning them as key growth hubs.

In a statement on Saturday, the company outlined a two-pronged strategy aimed at deepening its engagement with end-user data centres and empowering channel partners to capitalize on emerging opportunities.

End User Sales Director, Anglophone Africa, Schneider Electric, Rohan de Beer, said, “The African data centre market is witnessing unprecedented growth, creating a fertile ground for resellers and distributors to enhance their capabilities and foster stronger relationships with local end users. Our strategy enables partners to upskill, positioning them to fully leverage the growing demand for data centres.”

Commenting on Schneider Electric’s two-pronged strategy, De Beer explained, “Previously, Schneider Electric relied solely on external channels for market development, which sometimes led to missed opportunities and increased competition.

“The new dual approach seeks to address these gaps by enabling closer engagement with end users to influence technology decisions and secure a larger share of the market. Crucially, these engagements will still be fulfilled through Schneider Electric’s extensive channel network.

“This strategy allows us to influence project lifecycles at an earlier stage while maintaining our channel-driven fulfillment model,” explained De Beer. “Our goal isn’t to increase direct business but to expand our market presence and share while empowering partners.”

As part of this strategy, Schneider Electric is rolling out initiatives to equip partners with the knowledge and skills needed to deliver advanced data centre solutions. Central to this effort is the enhanced mySchneider IT Partner Programme, revised and relaunched this year, which offers partners free access to a range of online training, technical tools, and resources.

“In addition to self-paced learning resources, we are hosting instructor-led training sessions across the Anglophone cluster. The first half of the year saw successful training completions in East, West, and Southern Africa, focusing on technical solutions for partners and distributors,” De Beer added.

To further support the ecosystem, Schneider Electric plans to conduct targeted end-user and channel executive roundtables, along with customer events. These initiatives are designed to cultivate knowledge sharing and collaboration between partners and end users.

“Schneider Electric is firmly committed to our channel-driven model, and we will continue to leverage our valuable partnerships to drive business growth across East and West Africa. We are excited to continue this journey with our partners,” he said.