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Cyberoam incentives to convert SonicWall resellers to its own brand

Cyberoam incentives to convert SonicWall resellers to its own brand

Move follows Dell’s acquisition of SonicWall as Cyberoam foresees problems

Unified threat management (UTM) solutions vendor, Cyberoam has commenced an aggressive marketing campaign to convert SonicWall to its own brand by offering a range of incentives and support.

The move follows last week’s acquisition of SonicWall by hardware vendor Dell.

Cyberoam is unsure of how Dell will take the SonicWall product portfolio to market. There are two key problems, according to Cyberoam A/NZ country manager, Alkesh Soneji.

“Problem one is Dell’s attempt to focus on security as a vertical as it has always been into hardware and storage,” Soneji said. “If you look at Dell’s security turnover, it is less than one per cent.”

“The second problem is that Dell has always been into a direct model. They have a lot of resellers who play on thin markets, so adding SonicWall products will reduce existing margins for resellers even further,” he added.

As a result, Cyberoam is undertaking a trade-up campaign to bring resellers to its own brand.

The trade-up includes a free training and certification program that will take the form of a three-hour technical workshop. It will give SonicWall resellers the chance to recognise what Cyberoam is, how its products are configured, benefits, how it can be positioned to customers, and what problems the portfolio solves in the network.

“With Cyberoam UTMs, resellers have to buy an appliance and subscription,” Soneji said. “We are giving away that one-year subscription free of cost so they can upgrade their units to Cyberoam.”

In terms of support, the vendor offers 24/7 pre-sale support, an online chat, and toll free number for Australian resellers. Additionally, it has a dedicated team for A/NZ which resellers can contact via email for a promised two-hour response time.

Cyberoam currently has over 300 resellers in the A/NZ market, with three distributors: MPA Systems, Techplus Distribution, and Snappernet.

The vendor is also looking to expand, and will consider all security-focused propositions.


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