Blue Reef signs niche distributor

Blue Reef signs niche distributor

Melbourne-based network security appliance manufacturer Blue Reef has signed a distribution contract with niche newcomer WhiteGold Solutions to distribute its Sonar range of products.

WhiteGold, which was formed just four weeks ago, has an in-principle agreement to distribute the Blue Reef range for the next six months. No specific revenue targets have been put in place by either party, but the distributor is working on building a range of security solutions for sale to the reseller channel.

According to WhiteGold's managing director, Domenic Whitehand, the distributor is working on what it calls a "niche-on-niche" strategy.

"We want to deal with a limited number of specialist resellers so we can support them effectively and focus on relationship development," Whitehand said. "We are selling niche products for niche markets. We want to grow a channel that is not fighting each other on price and for market share.

"The Blue Reef security product falls squarely into the niche we are focusing on. It has 14 features that education customers require from their network security in the one box which makes for a very cost-effective solution."

Whitehand said the security solution market is still ripe with opportunity in education and other markets. He also assured potential partners that there would be healthy margin in the products.

WhiteGold will be adding value to the Blue Reef solution with complementary products and services, but Whitehand insisted that it never compete against its reseller partners.

"Part of the agreement with Blue Reef states that will always be 100 per cent sold by resellers," he said.

WhiteGold also has a sub-distribution agreement with Intrusion Inc and is close to announcing contracts with other companies operating in the security solutions niche.

The two directors - Whitegold and sales and marketing director, Jonathon Adria - both have experience with vendors and distributors in the security space.

Blue Reef's Sonar 2000 is "an embedded network administration and security gateway appliance", according to business development manager Damien Markwell. It bundles a diverse array of software applications and operates as a firewall. It also delivers authentication, access control, group support, caching, logging, reporting, URL blocking and Web filtering among many other functionalities in a box that carries an RRP of under $9,000.

Blue Reef's Sonar series of appliances operate on a hardened Linux kernel and are based on "a multi-threaded security architecture using standardised technologies", according to Markwell.

"We can see WhiteGold Solutions taking Blue Reef to the next level by helping us with the establishment and growth of a focused reseller channel," Markwell said.

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