Tripp Lite powers into the enterprise

Tripp Lite plans to leverage new partnerships to win more corporate business and expand product range.

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By  Simon Duddy Published  October 4, 2004

Tripp Lite plans to leverage a new type of ally, which it dubs critical application partners, to boost its bid to win business in the enterprise market. The company sees the new partner type as an evolution of its presence in the region, which will allow it to offer deeper support and more powerful products. “These people are specialists in power and are responsible for not only selling UPS but giving support, often 24 hours and seven days a week on-site. We support these people as they are our ‘service centres’ in the region. We give them technical training, teach them how to install equipment and give them spare parts for the next five years,” says Vipin Sharma, director of business development, Tripp Lite EMEA. “This adds value to our product line and we are looking to leverage this to get us into enterprise level customers. We are introducing our big UPS devices into the market and moving to include industrial UPS as well as IT UPS. This means we’ll be able to provide protection for demanding installations such as lifts as well as servers and PCs,” he explains. The vendor is also seeing a lot of demand for keyboard video mouse (KVM) switches in the Middle East and is keen to make the most of this product line to expand its business from core UPS activity. “There is a huge market for KVM switches. We came from a UPS background and we are using that to target data centre administrators for our KVM products. We are doing lots of seminars and roadshows throughout major markets such as Saudi, UAE and Kuwait to inform these network experts about our products,” says Sharma. The company is looking to utilise its strength in UPS devices as well as its extensive five year warranties to find other opportunities in the data centre market. “It’s useful for companies to have the same brand across the board — racks, cabling, KVM, UPS — and we can do that. That’s the angle we are using to bid for corporate clients,” explains Shama. Among the products Tripp Lite is pushing at the show is the NetDirector KVM switch, which comes complete with a 15” LCD screen, as well as a touch pad. The vendor is also showing off its SmartOnline 3-phase UPS system. This is designed to provide reliable power with zero transfer time. The vendor is also championing its partnerships with Tech Data in the region. Since Tripp Lite established the partnership it has seen an upsurge in opportunities. “We never had a regional distributor, but there was a demand for us to build such a relationship. A lot of resellers in the region wanted to have credit lines, so that evolution took place. We went for Tech Data and we’re seeing considerable benefits,” says Sharma.

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