Leader in energy management and automation, Schneider Electric, has renewed commitment to accelerating growth in the data centre market across East and West Africa.

The firm said this has become vital due to rapid digitalisation and increasing internet penetration.

According to the organisation, this initiative was based on the company’s two-pronged strategy aimed at strengthening engagement with end-user data centres while empowering its channel partners to maximise opportunities.

Speaking on the development, 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 of data centres.

“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 fulfilment model,” explained De Beer. “Our goal isn’t to increase direct business but to expand our market presence and share while empowering partners.

“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.

“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.

Meanwhile, 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.