Vesta plans channel build-up

Middle East IT vendor incubation outfit Vesta plans to supplement its traditionally direct sales approach with the appointment of official distributors in the region.

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By  Alex Malouf Published  August 10, 2004

Middle East IT vendor incubation specialist Vesta plans to supplement its traditionally direct sales approach with the appointment of official distributors in the region. Vesta represents IT vendors new to the region by providing dedicated staff to build up an initial presence in the Middle East. This incubation period — usually lasting 18 months — covers sales and marketing as well as business development activities for Vesta's clients. “We are looking at setting up a full channel structure,” said John Andrews, Vesta’s corporate development manager. “We will have a distributor and resellers across the region, and any product that we take on board will automatically have access to that channel.” “We in essence become the actual vendor for the companies that sign up with us — cutting edge multinationals who are not yet ready to put in the capital needed for their own presence. By the end of the contract, vendors have revenues flowing in so there is a justification for them to move into the region themselves,” added Andrews. As its vendor numbers have increased, the need to work with channels has become more vital. “Vesta needs to build a foundation of partners to work with, so that we can step back and take a true vendor role and support partners and customers,” continued Andrews. “Our preferred distributor must have the skills to develop channels, drive sales and marketing. Our product portfolio is mainly security related, and so a box-shifter will not do. The distributor has to have the value-add skills that will maximise our channel capability.” Vesta represents several vendors at present, including IronPort, ClearCube, and Single Digits. Previous success stories include NetScreen, acquired by Juniper earlier this year. Vesta is in talks with more multinationals and plans to represent ten companies by the end of the year.

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