Blue Coat clarifies EMW ‘distribution’ deal

Systems integrator EMW will resell products from Blue Coat in the Middle East

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By  Andrew Seymour Published  March 25, 2009

Systems integrator EMW will resell products from Blue Coat in the Middle East — not act as a distribution partner as the networking infrastructure vendor had earlier indicated.

Blue Coat gave out the impression it had bolstered its wholesale channel earlier this week by announcing it had signed a ‘distribution agreement’ with EMW — a move that raised eyebrows in the market given EMW is a systems integrator that serves end-users directly.

The news appeared to suggest the addition of a fourth player alongside Almasa, Computerlinks and Scope Information Systems, which Blue Coat presently lists as its authorised distributors for countries in the Middle East.

However, the vendor has now confirmed that the tie-up is actually a reseller-based one, which means EMW will market its WAN optimisation, secure web gateway and business applications to its customers in the region.

“We are very pleased to partner with EMW,” said Nidal Taha, regional director for the Middle East at Blue Coat Systems. “Blue Coat has one of the best track records in identifying and successfully bringing to market next generation IT solutions. Together, we will bring the full power of our technology to its resellers and their customers.”

The alliance is part of Blue Coat’s efforts to grow its local channel base in a bid to meet what it claims is “increasing demand” for WAN optimisation technologies and business appliances in the region.

Meanwhile, EMW believes the deal will add value to its offering. “Blue Coat has a long history of providing quality, innovative robust solutions which will make them an attractive proposition to our customers,” said CEO Serjios El-Hage.

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