Netbox building NSW channel

Queensland-based Internet server and network protection appliance manufacturer, NetBox, is looking to establish its presence in the New South Wales market.

Niche player, Whitegold Solutions, will distribute the product locally and introduced NetBox managing director, Trent Davis, to some of its resellers last week.

“We made a decision not to go with big distributors such as Tech Pacific and Ingram Micro because the product is so comprehensive that it has become an education process to sell it,” Davis said.

“It isn’t something you can leave on a shelf to move itself so we wanted to find a distribution partner and resellers that work closely with their customers.”

NetBox has an active base of about 30 resellers, according to Davis, and is distributed in Queensland by Blue Ridge Systems and SCCB Solutions.

Davis said he would like to have 40-50 resellers in NSW, separated by geographical location and vertical markets.

“We have four models to suit different sizes of organisation but our target market is 5-150 seats,” Davis said. “We have boxes that can handle bigger than that but once customers get to that size they often have internal IT teams or multinationals attacking them aggressively.”

NetBox is an automatically updated device that has new modules made available every 3-6 months — the most recent addition was traffic shaping back in July, with managed list Web content filtering expected to be added by the end of the month.

“I have been very hesitant to do spam filtering because of the false positives associated with having legitimate business emails captured but demand has been incredible so it is something we are working on at the moment,” Davis said.

Resellers make about 20 per cent margins on the base box or new modules and closer to 40 per cent on bigger boxes, according to Davis.

He said solution resellers with a background in networking and solid customer bases in niche verticals would be ideal business partners.

Davis said he planned to have the NSW channel up and running before Christmas, would target Melbourne early in the new year and eventually move on to New Zealand as well as the western states.