Redington to kickstart Procurve alliance

Following its tie-up in the UAE with HP ProCurve last month, distributor Redington is preparing to hold an event to train channel partners on the benefits of the ProCurve and Sonicwall product ranges.

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By  Dawinderpal Sahota Published  May 22, 2007

Following its tie-up in the UAE with HP ProCurve last month, distributor Redington is preparing to hold a partner event to train channel partners on the benefits of the ProCurve and Sonicwall product ranges. The distributor hopes to build on the foundation it established with ProCurve in Saudi Arabia to form part of an end-to-end solution offering in the UAE, and revealed it is on the verge of securing two further tie-ups in the Kingdom next month. “HP ProCurve and Sonicwall are complementary brands so we’re going to have a formal training and launch for the partners — and we’ve already started one-on-one training on Procurve,” revealed Ram Kumar, category head value division at Redington Gulf. “It’s going to be a programme where we train people on configurated tools, how to position this product vis-à-vis competition and we’ll run lead generation programmes and explain how to work closely with the value division in Redington to maximise the number of opportunities that come onto the table.” Redington claims the programme is focused towards partners who are willing to commit to this technology area now, claiming they will stand to gain in the long term. The distributor is not new to the ProCurve range and has been distributing these products into Saudi Arabia for the past three years and says it is bullish about the opportunities the brand offers given its success in Saudi and the attention being given to the division by HP. “What really attracted us to ProCurve is that HP itself started placing greater emphasis on this division in the last couple of years. The brand is quite strong, so there’s not much of brand selling we have to do, and on a price performance they are very aggressive. They also form part of our strategy to provide end-to-end solutions — Avaya, Sonicwall and HP ProCurve have been a good combination in Saudi Arabia and we hope to do a similar thing in the UAE,” said Kumar. Redington’s value division is a year old and carries brands including Sonicwall, McAfee and Procurve in the UAE. Kumar also revealed his division is closing in on another two vendor tie-ups in the KSA. “We’re in the process of signing other brands. In the next month, we’ll probably announce two more tie-ups in Saudi Arabia. It’s a huge market and no other distributor quite has the reach we have in the market,” concluded Kumar.

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