Emerson Network Power has signed a new master distribution agreement with Ingram Micro for its Liebert brand of UPS products in a bid to grow its small to medium business customer base.
The appointment, which comes into effect next month, will include distribution across all eastern Australian states. SA and WA will continue to be supplied by existing IT distributor, J Mills.
Emerson Network Power managing director, Bob Daniel, said it had chosen to go with Ingram Micro because of its experience distributing solutions to the small to medium business market.
“We’re hoping for dramatic growth based on the market presence and capabilities of Ingram Micro,” he said. “We’re put together marketing, advertising and promotional campaigns, as well as plans for logistics.
“We’re looking to achieve double digit growth, possibly triple digit growth in the next two years.”
Daniel said Emerson’s small to medium business UPS products currently represented a third of its total UPS sales. The aim was to growth this to about half, he said.
Ingram will initially carry four of the company’s Liebert Micro UPS product ranges: PowerSure Assistant, PowerSure Proactive, PowerSure Interactive and UPStation GXT.
The partnership with Ingram Micro, although new in the local market, was the result of a successful relationship between the two companies in the US over the last three years, Daniel said.
Emerson had previously channelled its UPS products in Australia through distributors focused on particular market areas, he said.
“We had individual distributors in major metro areas; for example in Sydney, Melbourne and Brisbane,” he said. “But these partners were focused on markets that they were already covering with other products.”
Under the new arrangement, all of these existing partners would become sub-distributors, ordering goods from Ingram Micro, Daniel said.
Commenting on the win, Ingram Micro boss, Steve Rust, said the deal would allow the distributor to expand its product offering and extend its channel relationships.
“It opens up a new market of us - the electrical channel in Australia - that we don’t normally sell to,” he said.
Ingram Micro has appointed Steve Lovelace as product manager to foster the new relationship, Rust said.
“His job is to go and market our UPS solutions to all channels, including the electrical channel,” he said.
Ingram Micro also distributes Belkin and APC UPS products.