Dakota vendor interview – Peter Jenkins from Newland


Following a series of Dakota customer and staff profiles, here we feature a vendor-focused interview with Peter Jenkins, Area Manager – UK & Ireland at Newland EMEA, to find out his thoughts on all things Dakota.

1. How long have you been in your current role at Newland EMEA?
I have been a Newlander for 2 years and 6 months now, although it feels like only 5 minutes. I fell into the Auto ID industry just over 7 years ago and love the industry as much, if not more, than I did the day I started.

2. What does your role within Newland EMEA involve?

As the Area Manager for the UK & Ireland I am responsible for the day to day running of our entire UK operations and sales channels. My role is to work with our team, partners and distributors to enable them to facilitate sales and add true value to their customers by offering alternative, high-quality solutions at competitive prices.

3. How long have you known the team at Dakota?
I have known and worked with the team for over 6 years now. It was a relationship that first started when I worked for Ingram Micro and has gone from strength to strength ever since. A real highlight of our relationship for me occurred last October when the Dakota team joined us at The Pharmacy Show to present some of our mutual solutions to the event attendees. It was fantastic to be able to showcase our collaborations and have two fantastic and successful days together.
4. What is Dakota like to interact with on a business basis?
Dakota is an absolute pleasure to work with as we have the same core values of honesty, integrity and customer service. The team are so welcoming, friendly, knowledgeable and truly care about their customers, which makes them the perfect partner for us to work with. 
5. What attributes do you require in a Newland EMEA Partner and why did you bring Dakota on board as a Partner?
At Newland we look for established, knowledgeable and trustworthy partners who can represent both ourselves and themselves with honesty, integrity and add true value to their customers. Dakota gives us all of the above in abundance as well as adding real gravitas to our brand and UK presence by aligning themselves with Newland. It is our hope that the partnership enables Dakota to add new solutions and greater value to their customers to ensure they can maximise their chances of generating new business. 
Dakota’s reputation and experience in the healthcare, manufacturing, warehousing, and T&L sectors have helped us to establish Newland as a viable alternative within these market sectors as well as enabling us to develop and refine our products, solutions and offerings. 
6. How do you think Dakota contributes to the Newland EMEA Partner Community?

At Newland our partners are everything to us and as a completely channel driven business, our partners are our greatest success, without whom we wouldn’t have a business. Aligning ourselves with Dakota adds real gravitas to our UK presence. It also adds a significant amount of brand and product awareness through Dakota’s excellent new website, which we are very proud to be included on, as well as the fantastic marketing activities carried out by Ellie and her team. Our relationship with Dakota highlights to our partner community what can be achieved by working closely with Newland as well as the key benefits of becoming a key and trusted partner.

7. What are Dakota’s specific USPs?
I believe that Dakota’s key USP is their ability to create and manage end to end solutions that encompass varied technologies, brands and vertical markets to create unique and tailored solutions that perfectly meet their customers’ needs and requirements. This, combined with their integrity and desire for customer satisfaction, makes them both a formidable force and partner within the Auto ID industry.
8. And finally, what do you hope the future holds for Newland EMEA’s relationship with Dakota?

I hope that in the future we can continue to expand on the fantastic work that Newland and Dakota have done together and produce more fantastic joint solutions to highlight to both Dakota’s and Newland’s customers what can be achieved through cooperation and partnership. We hope to continue supporting Dakota in their endeavours to win new and profitable business as well as ensuring and repaying the confidence of the Dakota team and their customers.

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