ShoreTel swaps Westan for Aria

ShoreTel swaps Westan for Aria

Split said to be amicable after annual review revealed different focuses

IP PBX vendor, ShoreTel, has shaken up its distribution structure in Australia, swapping Westan for Aria Technologies.

Aria joins WhiteGold, which was appointed as the vendor's second distributor in June. ShoreTel managing director of South-East Asia, Tony Warhurst said the split with Westan was a mutual decision.

"As a part of our annual review we realised we had a different idea of things to Westan. At a similar time we were approached by Aria," Warhurst said. "It's done a great job working with LG-Nortel, so we've expecting them to do great with raising our profile and brand awareness."

Warhurst said there was no expected competition between the two distributors.

"They're complementary to the point where the management teams are arranging to meet," he said.

Westan director of business communications divisions, Hamish Kinsella, said there was not enough traction in the marketplace and the distributor would now be able to direct resources to high-definition videoconferencing technology.

"The ending of the partnership gives us the opportunity to really focus on that business. We're still working with the same people, so we see this as a positive thing for lots of our partners," Kinsella said.

Aria general manager, Rob Pierce, said there would be no competition between the ShoreTel product and its existing LG-Nortel offering.

"The LG-Nortel product is very strong up to the 200-port range, but doesn't really expand past 600 ports. We'll be taking the ShoreTel product to enterprise and Government customers, and forming partnerships with more resellers to cover this market," Pierce said.

Aria currently has 160 resellers. Pierce said the distributor would look to take on another 30 with the new vendor, and was not looking to bring on more vendors in the space.

"We can now cover a range of one-port to 20,000-port installations. A third vendor would dilute or effectiveness with support services, which we use as a value-add for our solutions," he said.

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