Updated: Simms and Cisco ink distribution deal

Simms International and Cisco have signed a distribution deal for the vendor's complete Linksys by Cisco product suite.

Simms managing director, Danny Moore, said it was the distributor’s first vendor partner in the consumer networking space.

“We’ve identified consumer networking as an area we need to be working in, as it has some strong forecasts,” Moore said.

“We’ve got a strong consumer retail channel that we’re looking to leverage to improve the Linksys market position. At the moment it’s around fourth or fifth in the marketplace, so we’ve got the goal of picking that up significantly.”

Linksys regional manager, Graeme Reardon, said Simms was selected from a number of distributors, and the selection was based on Simms’ strengths in the Apple and retail channels.

“Simms allows us to attach a few channels we haven’t previously,” Reardon said. “Being its first networking vendor gives us confidence in its focus and commitment as well.”

Reardon said the vendor would continue to evaluate the distribution model, but was currently happy with the arrangement.

Simms will be targeting its retail accounts with the Linksys range in the effort to improve its market position.

Moore said there were no other major vendor signups expected in the short term. “We’re looking at a few smaller vendors around our corporate and Apple ecosystem businesses, but we don’t sign up vendors loosely; they have to fit a specific strategy of ours,” he said.

Moore is confident Simms will ride out the economic climate through the relationships it maintains with its business partners.

“It’s difficult at the moment, but it’s a time to work closely with vendors, customers and the banks. Relationships and focus is very important at the moment,” he said.

Reardon said Linksys has experienced a downturn in consumer spending, but has recently appointed six staff to the retail team, and is expecting to earn market share from vendors following the appointment of Simms.