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SonicWall takes a broad view with Ingram

SonicWall takes a broad view with Ingram

SonicWall has become the latest vendor to appoint Ingram Micro as part of plans to drive SMB sales.

The security outfit's A/NZ country manager, Tim Dickinson, said the distributor would have access to its entire range of products. In particular, Ingram would help raise the profile of its low-end and volume products - such as its TZ series - in the SMB market.

"SonicWall is a different company than it was two years ago," he said. 'We have grown up with a fuller product set ranging from enterprise to SOHO. Ingram covers nearly every reseller in Australia."

Ingram category manager, Lorraine Cowan, said the products would broaden its security portfolio. The deal also tied in with its push into the SMB market, she said.

"SMB is important to us, and we have invested resources into it," she said. "SonicWall fits in nicely with our plans to target this segment." Dickinson said the decision was also in line with a push to streamline distributors globally.

"They are the largest distie in the world and we have a solid relationship in the US," he said. "We will be able to leverage this existing partnership with them."

For example, the vendor would look to replicate its US demand generation program in Australia, Dickinson said. Ingram maintains relationships with a host of heavyweight networking vendors including Juniper and Cisco. But despite its hefty partner base, Dickinson said he was not concerned about getting lost in the mix.

"A lot of people are buying product through Ingram's website," he said. "When they see our product in there with the top ones in the category, it will reinforce our brand."

Ingram will join existing distributors Lan1, Dovetail and ACA Pacific. There were no plans to review its other partners, Dickinson said.

The announcement of SonicWall's new partnership with Ingram is one of many changes instituted across its local supply chain in the past two years.

The vendor initially attempted a broad-based distribution model with Tech Pacific in 2003 but the relationship lasted just four months.

Dickinson said SonicWall had dropped the distributor because it had been unable to support a broad-based model at the time.

"We didn't have the technical support or the people on the ground to support the broad-based model then," he said. "Now we have 24x7 support and two dedicated pre-sales engineers in Australia."

Dovetail general manager, Max Fredericks, said SonicWall had informed him of its new partnership with Ingram a month ago.

The announcement had been inevitable given the vendor's worldwide agreement with the distributor in the US, he said.

But despite the addition of another player, Fredericks said he was confident its sales of SonicWall product would continue to increase.

"Our sales have increased by 25 per cent over the past year and we are still targeting growth for the next year," he said.

Fredericks said the introduction of Ingram would help to increase awareness of the brand. In the meantime, Dovetail would concentrate its efforts on selling and supporting the vendor's services-oriented products and cement its position as a specialist supplier.

"We will need to spend more time in pre-sales but that is fine with us," he said.


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