Digital Networks Australia has rebranded its distribution business business and launched a raft of new channel programs.
DNA has launched a new division called DNA Connect which acts as a standalone business unit for the company's traditional distribution business.
DNA Connect executive director, Munsoor Khan, said the business had changed dramatically and now distributed much more than networking products.
"Digital Networks Australia was no longer representative of our wide product portfolio," he said.
“We have strong brand recognition with DNA so it was important for us to retain this in our new name for distribution."
He said Connect emphasised the company's mission statement that DNA was committed to growing business for the company's vendors and reseller partners by connecting them with the right customers.
“We’ve decided to create a stand-alone business unit for our traditional distribution business as this structure gives us the flexibility in the future to take high quality products and services to markets that we don’t currently address,” he said.
“Our partners and suppliers already refer to us as DNA so this is a subtle change. It’s business as usual.”
However, Khan said the company was also entering a new growth phase.
"We’re very keen to talk to vendors who are looking for a high value, focused distributor not distracted by mergers and acquisitions, external shareholders or global pressure from overseas HQ," he said.
"We’re profitable, debt-free and privately owned, so we’re accountable to our customers and vendors only - no one else.”
It is also launching three new channel programs: CustomerConnect, TechConnect and KnowledgeConnect.
Customer Connect offers partners "opportunity generation services" using the DNA Connect internal marketing team.
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Khan said the company had been conducting end customer demand generation campaigns on behalf of vendors for many years and that he saw it as a critical service for challenger vendors in an early market.
“Our ability to scale has increased dramatically and so we’re now offering to run these campaigns on behalf of our partners under the newly created CustomerConnect program,” he said.
The second new channel program, TechConnect offers partners access to the DNA Connect technical team to run demos and proofs of concept, architect solutions and access to the online demo centre where DNA Connect solutions are integrated.
Khan said when fast growing vendors entered the market, partners needed to quickly wrap their heads around a range of technical concepts to present a use-case to their customers.
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"While partners skill up, we offer them our engineers to run demos of our products either online using our demo centre or face-to-face by buddying up with the partner”.
The third program, KnowledgeConnect, is a technical enablement program which includes sessions on how to technically position use-cases, how to architect and demonstrate a solution, and also includes instructor-led certification training run by DNA Connect staff.
Khan said when new vendors, technologies and products entered the market it was often more of a technical sell that could not rely on brand power alone.
"We have one of the most qualified technical teams in distribution with real-world hands-on experience of deploying the products we sell," he said.
"This means engineers are being taught by engineers who have done more than simply learnt the course material.”