Expand into the Middle East

WAN vendor Expand networks has opened its first regional headquarters in Dubai to cater to the Middle East market. Expand is working with distributor Mindware to build an in-country partner channel across the region.

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By  Alex Malouf Published  January 10, 2005

WAN vendor Expand Networks has opened its first regional headquarters in Dubai to cater to the Middle East market. Expand is working with distributor Mindware to build an in-country partner channel across the region. “We have already laid some foundations and currently have partners in the UAE, in Saudi, Bahrain and Oman,” said David Venning, Expand regional channel manager for Southern Europe and the Middle East. “Ideally we would want to find good channel partners in each country — people who are keen, who have the right facilities and the knowledge.” Expand has already rolled out a channel accreditation programme for Mindware’s 5,000 value-added resellers to sign up to, and Venning believes the rewards on offer will be more than enough to tempt the channel. “The margins that they make with us are going to be much better than with standard Cisco products. Our product will require some sales effort, because you have to go and pitch to the customer. Accredited resellers can expect to make up to 35% gross margins. Non-accredited will make 25%.” Expand Networks specialises in application management solutions for companies’ branch offices, increasing network performance by intelligently managing data packet performance. Venning believes that when companies are shown the potential return on investment from Expand’s network solutions, they will not hesitate to sign up. “The front-end investment is cheaper than purchasing any other solution for optimizing network traffic, and the back-end investment is also much lower as you don’t have to put in new cables or pay for extra bandwidth. The customer will have paid for the cost of our solution after only nine months through improved performance. If you can prove to the customer that he can save several million dollars then it is an easy sale.”

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