World Wide Packets outlines go-to-market strategy

Ethernet broadband connectivity solutions provider World Wide Packets will appoint a regional value-added distributor and recruit a focused network of in-country systems integrators according to MEA general manager Jonathon Saunders.

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By  Stuart Wilson Published  April 21, 2005

Ethernet broadband connectivity solutions provider World Wide Packets (WWP) will appoint a regional value-added distributor and recruit a focused network of in-country systems integrators as it embarks on a drive to build up business across the Middle East. The US-based vendor, established in 2000, offers a single access platform for both business and residential subscribers, providing a cost-effective broadband access solution for delivery of voice, video and data services. WWP’s Middle East and Africa operation, headed up by Jonathon Saunders — a familiar figure to many in the regional networking channel — is embarking on a region-wide channel recruitment drive. “There are several objectives in terms of the regional partnering strategy,” said Saunders. “The first is to partner with organisations that are strong and well-respected within telcos and internet service providers. The second focus is to partner directly with telcos and transfer knowledge to them. The third is to recruit a handful of partners that can support and deliver the technology.” It is the quality of partners rather than the pure quantity that counts for WWP. Covering 17 countries spanning from Morocco to Afghanistan, Saunders is looking for around a dozen systems integrators to form the channel delivery mechanism across the region. “We don’t sell direct,” Saunders explained. “We work through tier two in-country integrators as well as a network of global partners including major names such as Marconi. We may select one integrator in most Gulf States with two in major markets like Saudi Arabia and the UAE. We want to keep this focused, make sure the support is there, train the partners properly and prevent any margin dilution.” WWP plans to appoint US Telecommunications as its regional value-added distributor supporting the in-country integrator channel across the region. Saunders believes that a focused channel strategy is the best way to build up the business in the region. “I am a believer that you need to walk before you can run,” he added. “With a focused set of partners we can concentrate on winning specific projects and build momentum. The demand for the technology will grow organically as people demand a high-speed pipe that is capable of delivering everything they need. Some people think that today’s ADSL broadband is the nirvana of technology. Absolutely not. It is a dinosaur and an inhibitor for economies to grow.” “Today, people need high-speed access for entertainment content, to run their business effectively, to stream TV content and potentially for voice over IP as well. The inhibitor is not us and it is not complementary vendors such as Juniper and Cisco. It is actually from the telcos that kept their purse springs tight during the downturn. Now they have started to spend again and deploy fibre and they are looking for the next technology leap. That is where we come in,” Saunders concluded.

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