F5 speeds up channel strategy

F5 speeds up channel strategy

Internet traffic and content management vendor F5 Networks has introduced a two-tiered channel model to increase the speed its products can move to market.

F5 Networks, whose only previous channel in Australia was through OEM deals with the likes of Microsoft and recommendations from large professional services firms like EDS and CSC, has appointed Tech Pacific for its National distribution.

Partners such as Hewlett Packard, EDS , NetStar and even direct sellers Dell will now source F5 products through the distributor.

Meanwhile, Rob Howard has been appointed regional sales manager for F5 Networks in Australia and New Zealand. He replaces former general manager for Australia/New Zealand, Steve Kelly, who is now posted in Singapore as the vendor's director of strategic accounts for the Asia-Pacific region.

Howard said the vendor looked to appoint a distributor because its partners needed easier access to local stock. "Our partners now have quick and easy access to product at the right price," he said.

Tech Pacific had the right model for providing this access, according to Howard. "They have relationships with all the resellers we wanted to deal with," he said. "Their network business development managers can also help us out in identifying the right resellers for us to target in the future."

Tech Pacific network category manager David Higgins said the distributor has already delivered on orders for F5 products, and sees them as a high value-add product for resellers. "Its a brand new opportunity and we are very happy to be involved," he said.

In the short time the agreement has been in place, Howard said he is already seeing the benefits of a two-tiered model. "It has broadened our reach into the marketplace," he said.

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