Zultys brings on Anixter to boost resellers

Zultys brings on Anixter to boost resellers

Anixter has been appointed as the exclusive distributor of Zultys Technologies products in Australia.

The deal covers the vendor's full range of products including its media exchanges, remote office gateways, battery backup systems, power over Ethernet switches and various models of IP phones.

Zultys director of business development, Tony Warhurst, said the Anixter appointment was in line with a recent global restructure that had promoted a two-tier distribution model in all regions.

Significant growth since launching in the Australian market 18 months ago also meant it now needed help with logistics, he said.

"We approached some distributors when we first entered the Australian market but there wasn't much interest because we were a new player," Warhurst said. "Anixter is perfect for us because we are their only IP telephony vendor so I know they will be promoting our products rather than offering them as one of several alternatives."

Zultys has charged its new partner with doubling its current base of 20 resellers in the local market.

"It's about quality rather than quantity," Warhurst said. "If resellers can increase their business and continue top do the numbers as we grow then we won't need to train more partners. We don't want to start a price war."

The IP telephony vendor currently has resellers in all states except SA and the NT but hopes Anixter will rectify that situation quickly. New resellers would most likely come from a network data infrastructure or PABX background, Warhurst said.

Anixter Australia managing director, Wayne Bogart, said the addition of Zultys to its list of vendor partners was the latest example of the company's move to extend beyond cabling.

"We used to be an integrator but are now concentrating on value-added distribution," he said. "We are looking for products that attach to the cable and are already distributing wireless access points and security cameras that enable us to provide a whole solution to companies of almost any size."

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