Distributor Awards: Specialist - Whitegold

Distributor Awards: Specialist - Whitegold

Real differentiation the key

WhiteGold has steadily increased its presence in the Australian channel through the years, and has emerged as a significant player in the security and networking space, a feat that was recognised at the 2010 ARN Awards when it picked up Specialist Distributor of the Year.

When ARN interviewed WhiteGold managing director, Dominic Whitehand in August, he mentioned that systems, partner enablement and marketing are very strong focuses for the distributor, as it wanted to further develop the value it brought to the channel.

“Jonathan [Odria, sales director] and I realised some time ago that to develop and differentiate ourselves from the big guys generally, we had to have some real differentiation, and not just say it’s value-add. I think the enablement side is what will change that,” Whitehand said at the time. And he maintains that it is that effort in differentiation that earned it this year’s accolades.

“The brand is strengthening with every year that passes, and we’re still sticking to our ethics and the way we do business. We have a reasonable amount of end-user touch, which is probably different to a lot of disties, and then we farm the business we create ourselves out to our loyal resellers.”

The distributor, which has been growing steadily over the past 12 months, will continue to do so into 2011. Plans include a New Zealand expansion and a proper push into setting up a storage practice.

In a bid to entice the one-off, but lucrative, opportunistic reseller business, Whitehand also said WhiteGold would soon open an online distribution arm to its business.

“A lot of the big disties find it easier to attract those resellers, simply because of their size and reach, and the nature of the products they carry,” he said.

“That leaves us in the position where we need to think more carefully about how we attract those guys, and once we’ve attracted them, how we keep them and let them understand how we work.

“A lot of reseller churn happens because resellers' businesses start up and close down, and if you look at the new generation of resellers that are starting up – they want everything quickly, they want to buy online, and they don’t want too many constraints.”

Whitehand estimates a reseller base of around 1000-1200 currently – a number that would increase rapidly should that online distribution arm take off.

Talking about other plans, Whitehand also said he anticipated a presence in other award categories this time next year

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Tags whitegoldARN IT Industry Awards 2010Distributor Award


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