Dell Technologies enables organisations to modernise, automate and transform their data centre using industry-leading converged infrastructure, servers, storage and data protection technologies. This provides a trusted foundation for businesses to transform IT, through the creation of a hybrid cloud, and transform their business through the creation of cloud-native applications and big data solutions. Dell Technologies services customers across 180 countries – including 98 percent of the Fortune 500 – with the industry’s most comprehensive and innovative portfolio from edge to core to cloud.
For more information, visit https://www.delltechnologies.com
Cyberattackers have the advantage. ExtraHop is on a mission to help you take it back with security that can’t be undermined, outsmarted, or compromised. Our dynamic cyber defense platform, Reveal(x) 360, helps organizations detect and respond to advanced threats––before they compromise your business. We apply cloud-scale AI to petabytes of traffic per day, performing line-rate decryption and behavioural analysis across all infrastructure, workloads, and data-in-flight. With complete visibility from ExtraHop, enterprises can detect malicious behaviour, hunt advanced threats, and forensically investigate any incident with confidence. ExtraHop has been recognized as a market leader in network detection and response by IDC, Gartner, Forbes, SC Media, and numerous others.
When you don’t have to choose between protecting your business and moving it forward, that’s security uncompromised.
Check Point Software Technologies Ltd. (www.checkpoint.com) is a leading provider of cyber security solutions to governments and corporate enterprises globally. Its solutions protect customers from cyber-attacks with an industry leading catch rate of malware, ransomware and other types of attacks. Check Point offers a multilevel security architecture that defends enterprises’ cloud, network and mobile device held information, plus the most comprehensive and intuitive one point of control security management system. Check Point protects over 100,000 organizations of all sizes.
Cisco’s recent launch of ‘The Network. Intuitive.’ has highlighted the future of networking by delivering intent-based networking solutions and services, helping to mitigate more security threats and enabling easier management of the scale of connected devices and services. A changing market landscape is driving organisations of all sizes to digitise their operations, processes, and business functions, with an estimated 50 billion new devices being connected in the next three years. The focus on IT security has never been more prominent, and so businesses have a $19 trillion opportunity—if they can seize this digital revolution securely. All it takes is a holistic approach to cybersecurity, enacting layers of protection from routing and switching to the cloud and beyond. Only Cisco offers a portfolio that integrates security at every step.
ConnectWise is a business management platform designed for companies that sell, service, and support technology. Leveraging the cloud, the platform fully integrates business-process automation, help desk and customer service, sales, marketing, project management, and business analytics that organise and streamline a company’s operations. Today, more than 600 IT & technology companies across Australia and New Zealand rely on ConnectWise to achieve greater accountability, operational efficiency, and profitability. ConnectWise also gives its users access to a powerful network of people, ideas, and solutions from across the globe.
Based in the U.S.A. and a veteran in the technology services industry, ConnectWise has been the premier business management platform for technology companies for more than 15 years.
As the world’s leading provider of IT solutions delivered by Managed Service Providers (MSPs), Datto believes there is no limit to what small and medium businesses can achieve with the right technology. Datto offers business continuity and disaster recovery, networking, business management, and file backup and sync solutions, and has created a one-of-a-kind ecosystem of partners that provide Datto solutions to half a million businesses across more than 130 countries. Since its founding in 2007, Datto has earned hundreds of awards for its rapid growth, product excellence, superior technical support, and for fostering an outstanding workplace. With global headquarters in Norwalk, Connecticut, Datto has international offices in the United Kingdom, Netherlands, Denmark, Germany, Canada, Australia, China, and Singapore. Learn more at datto.com/au.
Hewlett Packard Enterprise is an industry leading technology company that enables customers to go further, faster. With the industry's most comprehensive portfolio, spanning the cloud to the data center to workplace applications, our technology and services help customers around the world make IT more efficient, more productive and more secure.
Huawei Technologies is a leading information and communications technology (ICT) solutions provider serving 45 of the world’s top 50 telecom operators. In Australia, Huawei creates around 600 jobs and works with all major Australian operators. We provide enterprise ICT solutions and mobile devices across the globe and half of the Australian population already use some sort of Huawei product for their telecommunications needs. Huawei’s products and solutions have been deployed in over 170 countries and support the communications needs of one third of the world’s population.
Lenovo is a US$45 billion Fortune Global 500 company and a global technology leader in driving Intelligent Transformation through smart devices and infrastructure that create the best user experience. Lenovo manufactures one of the world’s widest portfolio of connected products, including smartphones (Motorola), tablets, PCs (ThinkPad, Yoga, Lenovo Legion) and workstations as well as AR/VR devices and smart home/office solutions. Lenovo’s data center solutions (ThinkSystem, ThinkAgile) are creating the capacity and computing power for the connections that are changing business and society.
Simplifying how people interact with each other and the world around them to drive meaningful insight, deeper relationships and better outcomes for all has helped LogMeIn grow to become one of the world’s top 10 SaaS companies with a leadership position in every one of our markets. With a platform that supports tens of millions of daily users, over a billion customer interactions and twenty billion voice minutes per year, we have not only capitalized on but helped invent the modern way of working – flexible, dispersed, mobile, efficient and productive. Our easy-to-use products are adopted by professionals and leveraged by small to medium-sized businesses the world over who are looking for increased insight into their customers' journeys, simpler internal and external collaboration, and a more empowered workforce.
N-able empowers managed services providers (MSPs) to help small and medium enterprises navigate the digital evolution. With our growing portfolio of security, automation, and backup and recovery solutions—and extensive, partnered support—we help MSPs deliver exceptional value and achieve success at scale.
nbn’s purpose is to lift the digital capability of Australia, allowing Australians to have access to a fast, reliable broadband network, at least possible cost to the taxpayer. At the core of our strategy is the need for businesses – like any customer – to have the right products and services to suit their needs, to have the scale, simplicity and capability to deliver. business nbn™ provides choice, flexibility and network reliability with a range of business-grade wholesale solutions that are designed to help meet the needs of Australian businesses, today and into the future. Our business nbn™ ICT Channel Program helps ICT advisers capture the opportunity that the nbn™ network presents to them and their customers.
Palo Alto Networks, the global cybersecurity leader, is shaping the cloud-centric future with technology that is transforming the way people and organizations operate. Our mission is to be the cybersecurity partner of choice, protecting our digital way of life. We help address the world's greatest security challenges with continuous innovation that seizes the latest breakthroughs in artificial intelligence, analytics, automation, and orchestration. By delivering an integrated platform and empowering a growing ecosystem of partners, we are at the forefront of protecting tens of thousands of organizations across clouds, networks, and mobile devices. Our vision is a world where each day is safer and more secure than the one before.
Schneider’s purpose is to empower all to make the most of our energy and resources, bridging progress and sustainability for all. We call this Life Is On.
Our mission is to be your digital partner for Sustainability and Efficiency.
We drive digital transformation by integrating world-leading process and energy technologies, end-point to cloud connecting products, controls, software and services, across the entire lifecycle, enabling integrated company management, for homes, buildings, data centers, infrastructure and industries.
We are the most local of global companies. We are advocates of open standards and partnership ecosystems that are passionate about our shared Meaningful Purpose, Inclusive and Empowered values.
More than 100 million users in 150 countries rely on Sophos’s complete security solutions as the best protection against complex threats and data loss. Simple to deploy, manage, and use, Sophos’s award-winning encryption, endpoint security, web, email, mobile and network security solutions are backed by SophosLabs - a global network of threat intelligence centers.
Sophos is headquartered in Boston, US and Oxford, UK. More information is available at www.sophos.com.
As the global leader of next-generation IT security solutions, Thycotic prevents cyber attacks by securing passwords, protecting endpoints, and controlling access.
Thycotic delivers a comprehensive security solution set to protect your most valuable information assets from cyber attacks and insider threats. Thycotic Secret Server, Privilege Manager, and Privileged Behavior Analytics solutions protect privileged accounts and enable organizations to enforce least privilege policies for business and administrative users, as well as control applications to reduce the attack surface without halting productivity.
VMware software powers the world’s most complex digital infrastructure. The company’s compute, cloud, mobility, networking and security offerings provide a dynamic and efficient digital foundation to over 500,000 customers globally, aided by an ecosystem of 75,000 partners. Headquartered in Palo Alto, California, this year VMware celebrates twenty years of breakthrough innovation benefiting business and society.
BlackBerry Cylance develops artificial intelligence to deliver prevention-first, predictive security products and smart, simple, secure solutions that change how organizations approach endpoint security. BlackBerry Cylance provides full spectrum predictive threat prevention and visibility across the enterprise to combat the most notorious and advanced cybersecurity attacks. With AI-based malware prevention, threat hunting, automated detection and response, and expert security services, BlackBerry Cylance protects the endpoint without increasing staff workload or costs. We call it the Science of Safe. Learn more at www.cylance.com.
At Citrix, we focus on a single driving principle: making the world’s apps and data secure and easy to access. Anywhere. At any time. And on any device or network.
We believe that technology should be a great liberator. Freeing organizations to push the limits of productivity and innovation. Empowering people to work anywhere and at anytime. And giving IT the peace of mind that critical systems will always be accessible and secure.
That’s why, at Citrix, our mission is to power a world where people, organizations, and things are securely connected and accessible. A place where all business is digital business. A world where our customers are empowered to make the extraordinary possible. We will accomplish this by building the world’s best integrated technology services for secure delivery of apps and data ⎯ anytime, anywhere.
Cloudian is the most widely deployed independent provider of object storage. With a native S3 API, it brings the scalability and flexibility of public cloud storage into the data center while providing ransomware protection and reducing TCO by 60% or more compared to traditional SAN/NAS and public cloud. The geo-distributed architecture enables users to manage and protect object and file data across sites—on-premises and in the cloud—from a single platform. Available as software or appliances, Cloudian supports conventional and containerized applications. More at cloudian.com.
Fujitsu is the leading Japanese information and communication technology (ICT) company, offering a full range of technology products, solutions, and services. Approximately 132,000 Fujitsu people support customers in more than 100 countries. We use our experience and the power of ICT to shape the future of society with our customers. Fujitsu Limited (TSE: 6702) reported consolidated revenues of 4.0 trillion yen (US $36 billion) for the fiscal year ended March 31, 2019.
HP creates new possibilities for technology to have a meaningful impact on people, businesses, governments and society. The world’s largest technology company, HP brings together a portfolio that spans printing, personal computing, software, services and IT infrastructure to solve customer problems.
Leader is proudly 100% Australian owned truly national broad-based IT distributor with over 40,000sqm of warehousing, service, RA and sales team situated in each of 5 major capital cities (Lidcombe NSW, Noble Park Vic, Acacia Ridge Qld, Osborne Park WA and Adelaide CBD SA). Leader employs 250+ people across Australia that exclusively service IT industry (strictly trade only). Leader is not a box mover – Leader is a solutions value added distributor. Leader true partner to resellers to help grow their business. Leader is distributor for many of world’s largest IT vendors including Microsoft CSP, ASUS, Ubiquiti, WD, Dropbox, LG, AOC, TP-Link, Brother, TP-Link plus many more of world’s leading IT vendors. What makes Leader’s distribution model unique is every reseller has local state based account manager and access to skilled/certified pre/post sales engineers to help design, win and support deals. Leader specialises in solutions for MSP's and corporate resellers.
Monitoring unlocks new pathways to growth. At LogicMonitor, we expand what’s possible for businesses by advancing the technology behind them. We seamlessly monitor infrastructures, empowering companies to focus less on problem solving and more on evolution. We turn on a complete view in minutes, turn the dial from optimisation to innovation and turn the corner from sight to vision. Join us in shaping the information revolution.
NEXTGEN is a pioneering IT facilitator bringing together established and emerging technologies to provide data centre and cloud-based solutions for our Channel Partners that push the boundaries of what’s possible – the next generation of IT service delivery. Our unique combination of specialist knowledge, innovative technology platforms and services enables our partners and vendors to stay relevant and remain ahead in this fast changing IT environment.
Poly creates premium audio and video products so you can have your best meeting -- anywhere, anytime, every time. Our headsets, video and audio-conferencing products, desk phones, analytics software and services are beautifully designed and engineered to connect people with incredible clarity. They're pro-grade, easy to use and work seamlessly with all the best video and audio conferencing services. With Poly (Plantronics, Inc. – formerly Plantronics and Polycom), you'll do more than just show up, you'll stand out.
SentinelOne was founded in 2013 by an elite team of cybersecurity and defense experts who developed a fundamentally new, ground-breaking approach to endpoint protection. SentinelOne is a pioneer in delivering autonomous security for the endpoint, data centre and cloud environments to help organizations secure their assets with speed and simplicity. SentinelOne unifies prevention, detection, response, remediation and forensics in a single platform powered by artificial intelligence. With SentinelOne, organizations can detect malicious behaviour across multiple vectors, rapidly eliminate threats with fully-automated integrated response and to adapt their defenses against the most advanced cyber attacks. SentinelOne is recognized by Gartner in the Endpoint Protection Magic Quadrant as a Leader and has enterprise customers worldwide. To learn more, please visit our website at www.sentinelone.com
Telstra is Australia’s leading telecommunications and information services company, offering a full range of communications services and competing in all telecommunications markets.
In Australia we provide 16.4 million mobile services, 7.4 million fixed voice services and 3 million retail fixed broadband services
Access4 is a technology company that delivers unified communication solutions through a trusted partner network. As a channel only provider, our partners experience seamless provisioning, automated invoicing and a flexible product suite, all backed by carrier grade services and industry leading integrations. We believe Managed Services Providers are best positioned to sell enterprise cloud voice and collaboration tools to businesses in ANZ. That's why we've developed an unrivaled partner program to accelerate every department in your business. From service delivery and management to business tools, sales enablement and learning pathways, we invest to make sure you're successful. With a strong commercial focus and automated management platform, we deliver fast and simple access into the market to over 100 partners across Australia and New Zealand.
Acronis sets the standard for New Generation Data Protection through its backup, disaster recovery, and secure access solutions. Powered by the AnyData Engine and set apart by its image technology, Acronis delivers easy, complete and safe backups of all files, applications and OS across any environment—virtual, physical, cloud and mobile.
Founded in 2002, Acronis protects the data of over 5 million consumers and 300,000 businesses in over 130 countries. With its more than 50 patents, Acronis’ products have been named best product of the year by Network Computing, TechTarget and IT Professional and cover a range of features, including migration, cloning and replication.
For additional information, please visit www.acronis.com.au
We make the world’s most powerful processors1, and power devices of all shapes and sizes, from supercomputers to game consoles, from always-on cloud infrastructures to your child’s laptop. But it’s people like you that put high performance computing to work and spark new ideas to life. Our long-term relationships with industry-leading partners give us a deep understanding of the processing power that tomorrow will demand. This pushes us to innovate and help propel the computing industry forwards. This is where the future starts.
Arcserve is a global top 5 data protection vendor with the broadest range of best-in-class solutions that manage, protect and recover all data workloads, from SMB to enterprise and regardless of location or complexity. Arcserve solutions eliminate complexity while bringing best-in-class, cost-effective, agile, and massively scalable data protection and certainty across all data environments. This includes on-prem, off-prem (including DRaaS, BaaS, and Cloud-to-Cloud), hyper-converged, and edge infrastructures. A 100% channel-centric organization, Arcserve has a presence in over 150 countries, with 19,000 channel partners and 235,000 customers, including MSPs, VARs, LARs, and end-users.
Cloud Plus is a leading provider of Private Cloud Solutions. We operate our own Next Generation Network, Security and Cloud Services infrastructure. This provides a foundation to deliver highly integrated solutions for our Partners and Clients. All of our services are backed up by Cloud Plus’ 100% Committed support and the majority are covered by a 100% Uptime Guarantee backed by rebates.
D-Link is one of the world's leading networking infrastructure providers, and this marks its 30th year of delivering innovative, high -performing and intuitive products for both businesses and consumers to connect with information, resources and each other. DLink has designed, developed and manufactured award-winning networking, wireless, storage, security and IP surveillance
solutions. D-Link delivers its extensive range of networking products to organisations and consumers through its global network of channel partners and service providers. D-Link understands the significance of accessing, managing, securing and sharing data and digital content, and has pioneered many IP technologies to deliver a fully integrated Digital Home and Business network experience.
We are Dynabook. We are a dynamic, entrepreneurial new business built on the foundations of our wonderful Toshiba heritage.
Our brand is more than a name or a logo, it is the embodiment of our culture and our values. These remain strong through our highly skilled and knowledgeable team, our award-winning products and our obsession with innovation, quality and security with our emphasis on trust, building long standing partnerships, particularly with our channel.
For over 35 years, the world knew us as Toshiba PC. A trusted brand responsible for creating the world’s first laptop, setting the standard, shaping the face of mobile computing and selling 170 million laptops worldwide.
As Dynabook, we continue to deliver the same superior level of quality and reliability in our diverse portfolio of B2B mobile computers, ideal for enterprise, SMB and education markets.
While we may have changed our name, we remain the same company that introduced the first laptop back in 1985 and pioneered over 30 major technological breakthroughs now used daily around the world.
We are proud of the legacy of innovation and mobility the Dynabook name represents.
ESET began life as a pioneer of antivirus protection, creating award-winning threat-detection software.
Now, ESET's goal is to make sure that everybody can enjoy the breathtaking opportunities that technology offers.Today, our security solutions allow businesses and consumers in more than 180 countries to make the most of the digital world.
Megaport is a leading provider of Network as a Service (NaaS) solutions. Our global Software Defined Network (SDN) helps businesses rapidly connect their networks to services through our easy-to-use portal or open API. Our agile networking capabilities reduce operating costs and increase speed to market compared to traditional networking solutions. ISO/IEC 27001-certified, Megaport partners with the world’s top cloud service providers, data centre operators, systems integrators, and managed service providers.
Carbonite and Webroot, OpenText companies, harness the cloud and artificial intelligence to provide comprehensive cyber resilience solutions for businesses, individuals, and managed service providers. Cyber resilience means being able to stay up and running, even in the face of cyberattacks and data loss. That’s why we’ve combined forces to provide endpoint protection, network protection, security awareness training, and data backup and disaster recovery solutions, as well as threat intelligence services used by market leading technology providers worldwide. Leveraging the power of machine learning to protect millions of businesses and individuals, we secure the connected world. Carbonite and Webroot operate globally across North America, Europe, Australia, and Asia. Discover cyber resilience at carbonite.com and webroot.com.
RingCentral, Inc. is a leading provider of global enterprise cloud communications and collaboration solutions. More flexible and cost-effective than legacy on-premises systems, RingCentral empowers today’s mobile and distributed workforce to communicate, collaborate, and connect from anywhere, on any device. RingCentral unifies voice, video, team messaging and collaboration, conferencing, online meetings, and integrated contact solutions. RingCentral’s open platform integrates with leading business apps and enables customers to easily customise business workflows. RingCentral is headquartered in Belmont, California, and has offices around the world.
Arrow ECS ANZ provide specialised, technical-service orientated distribution and support for technologies that drive innovation. We provide partners and end users with solutions that solve modern business challenges through our leading technology solutions; technical pre and post-sales support, our flexible finance options, market development and other channel services. We don’t simply distribute technology, we translate it into tangible business benefits. That’s how we offer our partners the ultimate channel experience.
Bluechip Infotech was established in 2000, focuses on delivering the latest IT products to a wide channel base while maintaining a dedicated commitment to first class service. With offices in Sydney, Melbourne, Brisbane, Perth and Adelaide we are able to back our commitment to service through localised support. The key to Bluechip's success is in strategic implementation of the latest technology, broad access of IT channels and markets driven, highly motivated sales team. Thus, they guarantee full comprehensive understanding of products and target markets allowing them to provide cost effective solutions to partners. The value is that they bring the Channel and Vendors together to provide solutions through cooperation. Bluechip Infotech is a continually evolving company that continues to work hard in its traditional distribution market to consolidate and improve its position, but one that is looking to develop new market and partnerships with customers and vendors, locally and overseas to help growth and diversification.
Dicker Data (ASX: DDR) is Australia’s largest locally owned and operated IT distribution company. Representing all global tier-one brands and several thousand resellers across the country, Dicker Data prides itself on proactive reseller engagement and a best practice solution focus that enables our partners to better service their customers. Dicker Data’s mission is to enable, educate and inspire IT resellers to achieve their full potential through the delivery of unparalleled service, technology and logistics.
"Exclusive Group is the Value-Added services company accelerating the growth of the disruptive and innovative technologies around the world. Its people are committed to the high-growth imperatives of ambitious IT vendors and fuelled by a strong culture of ambition, entrepreneurialism and sustainable growth. With a channel-focused track record of high achievement and rapid success, Exclusive Group brings all the essential elements of a proven winning strategy for market entry and growth.
Value Added Distribution that helps Reseller Partners differentiate and create new market opportunities is at the heart of the Exclusive Group proposition through its Cyber Security brand, Exclusive Networks and Data Centre transformation division, BigTec. This is complemented by extensive and innovative global services capabilities for project deployment and support (ITEC), and an arsenal of integrated commercial leasing offerings delivered by Exclusive Capital. Exclusive Networks continually challenges traditional VAD models, redefining value and creating differentiation. We call this ‘Disruptive Distribution’."
Ingram Micro Australia is a wholly owned subsidiary of Ingram Micro Inc, and Australia’s largest distributor of technology products. As a vital link in the technology value chain, Ingram Micro delivers expertise in technology solutions, mobility, cloud, and supply chain solutions, enabling its business partners to operate efficiently and successfully in the markets they serve. Representing over 130 vendors to a network of more than 8,500 active Australian resellers, Ingram Micro helps business realise the promise of technology. Headquartered in Sydney, Ingram Micro Australia has offices in Brisbane, Sydney, and Melbourne, and an Advanced Logistics Centre in Sydney. For more information see http://au.ingrammicro.com
Orca Tech is the only Value-Added Distributor in the ANZ marketplace solely focused on Cyber Security and Analytics. We represent best of breed products in their specific areas of security expertise and focus heavily on Partner Enablement to ensure partners have the necessary access to Sales, Technical and Marketing tools to succeed in a highly competitive industry.
As a Cloud 1st, channel 1st company, rhipe is recognised as the leading expert in subscription software licensing in Asia Pacific with a focus on supporting the service provider industry. rhipe, (ASX:RHP) the Cloud Channel Company, distributes and aggregates subscription licensing models for Service Providers from many of the world’s leading software vendors including Microsoft, VMware, Red Hat, Citrix, Veeam, Trend Micro, Sinefa and DocuSign. We currently have offices across APAC – Melbourne, Sydney, Auckland, Singapore, Bangkok, Manila, Kuala Lumpur, Jakarta, as well as New York. In Australia, rhipe is also a Microsoft Tier 2 Cloud Solutions Provider (CSP), Microsoft Dynamics Master VAR and a Microsoft Cloud Licensing Solution Provider (LSP). rhipe Solutions is our multi-award-winning services team at rhipe, building modern business solutions with a focus on dynamic user experiences and delivering technical, project capability services to the rhipe channel and targeted end-customers. rhipe is a business which is growing rapidly and is continuously evolving and innovating our own IP such as rhipe’s PRIME Portal for eProcurement, PortalGo! – a scalable, branded intranet and our new Support services.
For more information, visit http://www.rhipe.com/
Synnex Australia is one of the leading IT solutions providers and trusted partner of choice in Australia and New Zealand. Synnex Australia has grown steadily working with over 6,000 channel partners and is endorsed by more than 60 leading technology vendors to provide an extensive suite of end-to end IT, Cloud and managed services solutions that support the traditional and emerging markets. Synnex Australia’s strategy is Channel first. With a combination of local experience and global expertise, this ensures the channel stays relevant and at the forefront of the ever-changing technology landscape.
From the smartphone in a user’s hand to complex solutions powering a global enterprise, Tech Data is connecting the world with the power of technology. Our end-to-end portfolio of products, services and solutions, highly specialised skills and expertise in next-generation technologies enable channel partners to bring to market the products and solutions the world needs to connect, grow and advance. As the world’s leading end-to-end technology distributor, we put singular focus on our partners’ needs and goals with the objectivity of a true strategic partner. With reach, capabilities and resources that span the technology continuum, we are a vital link in the IT channel, delivering the insights and optimised solutions our channel partners depend on to compete in the market today, tomorrow and into the future.
Westcon-Comstor is the world’s leading specialty distributor of advanced network technology solutions. Through our business units around the world, we are a significant sales channel for Cisco, Avaya, Check Point and close to 100 other industry-leading manufacturers.
Founded in 1985, our Company has particular expertise in the convergence of voice, data and video applications and technologies, including VoIP, network security and wireless and mobility-based connectivity.
At Westcon-Comstor our success is built on providing exceptional service to our resellers and the vendors we partner with. Our holistic approach to distribution means we look beyond inventory. We focus on the people we employ, vendors we partner with, resellers we support and best-practice processes to support all three.
Our difference is the passion we have for technology, our product expertise and can-do attitude towards customers.