Seven years after it was acquired by Westcon Group, LAN Systems is adopting the name of its parent company. The new moniker is expected to be adopted on March 1, 2008. The rebranding will enable the specialist networking distributor to access global Westcon marketing and reseller programs.
"We are the only [Westcon Group] company in the world that doesn't use one of its names so some vendors don't know we exist," LAN Systems managing director, Wendy O'Keeffe, said. "While the name change will help us attract more vendors, it is more important from a customer perspective because we have global relationships with companies like BT and IBM.
"LAN Systems has historically done its own thing and been independent, which has allowed us to be nimble and that won't change, but Westcon has global websites that we haven't been able to use because of branding issues." Leaving behind the LAN Systems name also reflected a change in the company's strategy, O'Keeffe said. LAN and WAN equipment once accounted for a significant portion of the business but have now been balanced with a focus on the core technology areas of security, storage, collaboration and infrastructure.
With annual revenues expected to hit $300 million this financial year, security products now account for a quarter of sales. Storage, which LAN broke into when picking up exclusive rights for EMC in September 2004, is on target to contribute more than 10 per cent of its business by mid next year.
O'Keeffe also said LAN was aggressively pursuing a relationship with IronPort. The security vendor is currently represented in Australia by Melbourne-based ChannelWorx, which also carries Juniper Networks gear. Juniper is the biggest market rival of networking giant, Cisco, which bought IronPort earlier this year. LAN Systems was formed by Scott Frew, who sold the business to Westcon in April 2000.