Siemens swaps Brightpoint for Ingram

German-based vendor, Siemens Home and Office, has replaced Brightpoint with Ingram Micro in an effort to boost its national retail presence.

Siemens Home and Office A/NZ CEO, Dean Verberne, said the vendor was looking for a company with a stronger reach into the Australian market.

“We were only distributed through Brightpoint for a short period of time,” he said. “It's important for us to have a distributor that understands the whole market place and the convergence play.”

Ingram Micro director of communications division, Mark Franklin, said the new relationship allows the distributor to offer a wider portfolio of products to its customer base. Under the agreement, Ingram will have access to the Siemens range of cordless voice and VoIP products, broadband modems and routers, and in future, gateway solutions and accessories.

“Siemens is very strong in convergence, modern digital home and office technology,” Franklin said. “It’s an additional brand that retailers and various markets can have access to.”

The range would predominantly benefit resellers that sat in the small office and home supplier markets, he said.

“Siemens is a big player in Europe and has a range of VoIP and landline products that are SIP- and network server based,” he said. “We’ll be as fluid as we can in making sure the products reach out to the markets that best deliver them to customers.”