SonicWall comes clean on distribution changes

Security vendor, SonicWall, has finalised a raft of management changes with the appointed of a new A/NZ regional manager. The vendor has also pared down its distribution in A/NZ, after dumping a number of distributors last year.

Tim Dickinson joined SonicWall, three weeks ago, replacing A/NZ regional manager, Randy Prado, who left in July 2003. He will report to Antony Chapman, the director of sales for Asia Pacific.

Chapman said that SonicWall’s parting with Tech Pacific in November came just seven months into the distribution relationship.

The decision came as part of a worldwide channel clean up, in which the emphasis was on value-added distribution, he said.

“It was purely a realignment to provide a value add model for our customers,” Chapman said.

SonicWall, is now distributed by Lan 1 and Dovetail in Australia. The paring down to two distributors ends a period of instability for the vendor. In March last year ARN reported that SonicWall, had dropped Tecksel as a distributor and added SA-based BMS Technology.

The honing of distribution comes as SonicWall, is increasing its investment and manpower in the Asia Pacific region, Chapman said. His role as director of Asia-Pacific sales is a new one, created when he joined the company in October.

SonicWall’s global management changes had seen top down changes for the Asia-Pacific region, with the VP of Asia-Pacific sales, Patricia Bright, leave the company last year to be replaced by Gary Bacon, he said.

Additionally, the VP heading up Asia-Pacific was now located in Singapore rather than managing the region from the US.

“We’ve increased our staff levels in Asia by almost 100 per cent," Chapman said. "We had to build an infrastructure to support the growth.” SonicWall’s fourth quarter 2003 revenue from A/NZ was up 35 per cent on the same quarter in 2002.

It is currently rolling out a new training program, Authorised Training Partners (ATP).

The company's distributors had been putting the scheme in place over the past two months, Chapman said.

Training and certification for resellers partners and customers would begin in the next month.