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Avaya appoints master distributor

Avaya appoints master distributor

Avaya has announced IPL Communications as its master distributor for its voice and data solutions in Australia, a move the vendor sees as strategic in providing value to its second-tier resellers.

IPL Communications is a new distribution company which has been founded by Australian-based IPL (which holds 74 per cent) and New Zealand-based Agile (which holds 26 per cent).

Stead Denton, managing director of the IPL Group, said that about six months ago IPL began assessing new areas of business to move into and went out looking for partners. "The opportunity came along to team up with Agile, who have some very good technical skills, but they're New Zealand-based. We have some good administrative and systems skills and training skills, and we're Australian-based."

The value-add Denton sees IPL Communications providing to its resellers includes creating demand with end users for vendor's products, then working with the reseller to close the business. "In many cases that means training [the resellers] on product, getting involved in system design, getting involved in network management - for the dealer to be able to close the deal."

He sees the ultimate goal as increasing the reseller's skills, so they have the expertise in-house.

Carlton Taya, who recently joined Avaya as director for channels and strategic planning in Australia, said the agreement which will see IPL Communications as the vendor's master distributor was finalised just days ago.

Taya said the distributor was chosen because of its ability to provide value-add services. Avaya's second tier resellers will purchase the vendor's product through IPL Communications, while its Silver, Gold and Platinum partners will continue to deal directly with the vendor.

In addition, the vendor has also announced that voice/data specialist NSC (formerly Northshore Connections) has been appointed as its first Gold Business Partner in Australia under the vendor's BusinessPartner Program.

The program has three tiers: Silver, Gold and Platinum.

Steven Weeks, Avaya's managing director for the South Pacific region said the intention is to continue increasing sales through its indirect channel, with the aim being to grow the current 35 per cent to at least 40 per cent within the next year. In addition, all installation work is outsourced to the channel.

"Business today is complex - it needs to be spread across multiple channels," said Weeks. "Avaya has quite vocally recognised that we don't have to have every skillset within our company. So basicially as the market and the complexity of markets comes across, we need the channel partners that can meet the demands of the customers."(Vivienne Fisher travelled to the 2001 Avaya Asia Pacific Business Partner Conference as a guest of Avaya).Photograph: Avaya's Steven Weeks


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