SMC promises renewed focus at both ends of spectrum

SMC promises renewed focus at both ends of spectrum

Having doubled its Australian distribution partners with the recent addition of Westan, SMC Networks is promising resellers it will be much more visible in the market.

The vendor's Singapore-based regional sales manager, Ivy Soh, visited local partners last week to explain recent inactivity and deliver its strategy plans.

She said SMC had decided to close its Australian office and let distribution partners act as vendor in country to help deliver a consistent message.

"Some resellers told me we have been missing in action but I have explained the situation to them," Soh said. "We closed our office here because we had a succession of country managers that would bring their own policies and there was no consistency.

"By controlling our channel centrally from Singapore, we can put out consistent messages through our distributors."

Newly appointed Westan and Unistar, which has been distributing SMC for about a year, have both been given access to the vendor's full range of products. However, Soh said Westan would focus on the SOHO market while Unistar would work mostly on pushing its enterprise equipment.

New products planned in the SMC range include everything from set-top boxes and media streamers to enterprise class switches. While the company was still finalising consumer product releases, Soh said the SMC 8708 10-Gigabit Layer 2 switch would ship within two months.

Although success at both end of the spectrum was important, she said SMC would initially concentrate on building up revenues through SOHO sales.

Soh said D-Link, Netgear and NetComm were its main competitors in this space.

"There are better margins in enterprise and SOHO is very competitive but that is where you generate revenues," she said. "We will look to establish a SOHO presence first so that revenues are coming in while slowly building up the enterprise business."

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