Unified communications (UC) vendor, Mitel, has appointed Brightstar as its newest distributor.
Mitel produces software and hardware products that integrate mobile and fixed line services seamlessly into a business environment.
The US-headquartered distributor was seeking to branch out from its Telstra commitment and will leverage its knowledge of the mobility and telco market in its Mitel partnership.
Brightstar has an exclusive agreement with Telstra for the distribution of mobile devices at a retail and enterprise level.
“Outside of Mitel, our main customer will continue to be Telstra,” Brightstar managing director, David Nanayakkara, said. “But for our business to be sustainable and continue to grow, we have to look outside of the telco but not move completely away from it.”
“Looking at Telstra’s ecosystem; fixed, broadbrand and mobile, we want to develop it deeper and Mitel fits in well with that strategy.”
The distributor has no resellers under its wings, but will be working with Mitel’s existing partner base. This means Brightstar will be competing directly with the vendor’s existing distributor, 24/7 Distribution.
Mitel vice-president of Asia-Pacific, Gwilym Funnell, said 24/7 Distribution had been kept up-to-date on the situation but he could not comment on whether there has been a negative response from the distributor.
“By having two distributors, it gives our channel choice,” Funnell said.
The vendor anticipates the Brightstar arrangement will help grow its business, and has hired two technical support engineers to its Sydney technical support centre.
Mitel also has an existing relationship with Telstra Business Systems and decided to further expand on the arrangement 12 months ago. It hopes Brightstar’s established partnership with the telco will help achieve that.
“It was better to find a separate expert distributor to grow that business with Telstra,” Funnell said. “We went to look at all the options and the key component for us as a UC provider, is the mobility side of things.”
Follow ARN on Twitter: Watch ARNnet