ADI Global Distribution touches down in Australia

US-based ADI Global Distribution has relaunched its Australian operations to provide a range of third-party physical security, low-voltage and digital home products to the market.

The company, which is owned by security hardware manufacturer, Honeywell Security, previously only distributed the Honeywell product range locally.

Global president, Tom Polson, said its new Australian identity was part of a global plan to diversify its operations and provide end-to-end security and low-voltage solutions.

ADI is representing 15 active vendors in Australia including Dedicated Micros, HID, Milestone, ACTi and BRS, and has about 100 different manufacturers on its books. The company hopes to double this to 200 over the next year. The company has five branches across Australia and 30 staff and has flagged further expansion plans.

“We’re taking the Australian business to a pure distribution model in line with our model in North America. Our objective is to have the top brands in all low-voltage categories including fire, CCTV, intrusion, access control, cabling and home automation,” Polson said. “In many cases these suppliers are underrepresented.

“We have the logistics capabilities and sales and marketing to drive demand, undertake lead generation and provide technical support.”

Polson pointed out more than half ADI’s global sales already came from third-party vendors. They range from traditional physical security vendors through to IP-based security and home audio, video and automation products from players such as Samsung, Axxis and Sony.

Although ADI’s channel sweet spot is security installation professionals, Polson said increased interest in IP-based security, as well as digital audio and video convergence, should see this continue to broaden. He claimed existing global customers also included high-end TV and sound system installers, large systems integrators and IT providers.

Polson said a key area of focus for ADI was to provide education programs to help partners develop appropriate security and home automation skills. Last month, the company partnered up with the Custom Electronic Design and Installation Association (CEDIA) to deliver business operations training in the US.

“It’s important that we drive education programs as we move into our new model,” Polson said. “For example, we have strong IP certification programs to tackle the move from analogue to digital security.”