APC chases high-end customers

APC's high end product range will be headlining on the UPS vendor's stand in hall 7. APC will be showcasing its InfraStruXure (IFX) UPS architecture to potential customers and channel partners.

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By  Greg Wilson Published  September 29, 2003

APC's high end product range will be headlining on the UPS vendor's stand in hall 7. APC will be showcasing its InfraStruXure (IFX) UPS architecture to potential customers and channel partners.

"We've had a very successful year with IFX since we introduced it in the region," says Philip Hughes, general manager, IBM Middle East & Pakistan. "IFX is not just a UPS, it is an architecture to help manage the data centre," he adds.

APC has spent much of the last 12 months working closely with its channel partners to bring them up to speed on the InfraStruXure.

The UPS giant has been working closely with the channel partners of 'infrastructure' providers, such as Cisco and IBM to promote its high end UPS solution. For instance, if a channel partner is selling Cisco kit and a server, IFX racks, cabling and UPS solution can make a compelling value added sale, explains Hughes.

"We can offer infrastructure options around the sale of network kit or a data centre. In many cases we are working with channel partners to open their eyes and encourage them to be more proactive in selling [IFX]," he adds.

Hughes predicts that sales of IFX will accelerate into next year, as more organisations invest in both UPS technology and shift to more manageable rack-based data centres. The recent war in the region has also helped to raise awareness to the benefit of UPS solutions.

"The market is maturing rapidly. More organisations are shifting to racks in their data centre. The war also impacted on the mindset of many companies in the region, and they have started looking at this technology," he adds.

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