Redington joins Juniper distribution line-up
Networking vendor puts final touch to MEA and Pakistan set-up
Juniper Networks has hired Redington Gulf as a pan-regional distributor for its products, completing a distribution rebuilding exercise that it started more than 18 months ago.
Redington has the rights to cover the Middle East, Egypt, Pakistan and Africa, with the exception of South Africa. The deal has been signed already, but Redington is not expected to receive its first shipments until January.
Taj El-Khayat, Juniper's regional head of channels, says the networking vendor is keen to exploit Redington's extensive geographic presence.
"[Redington will offer] exactly the same products as our existing distribution partners - the only thing is that they have a mandate to have in-country warehouses and support in Kuwait, Qatar, Bahrain and Oman, and of course leverage their massive team in Saudi Arabia, where the other partners have only sales efforts into these countries," he explained.
With Juniper currently represented by Computerlinks, Mindware and Westcon, the appointment of Redington brings its number of MEA distributors up to four - the same amount it had two years ago when it embarked on a restructuring plan that saw Comguard and Almasa given the elbow.
El-Khayat played down suggestions that the latest move could reignite fears of over-distribution, insisting the Juniper market has expanded significantly during that period and pointing out that its existing partners each tend to focus on specific countries in the region.
"If you are looking at it from a Saudi, UAE, Pakistan and Egypt perspective - four countries out of the 17 that we have in our region - then four distributors might sound a lot," agreed El-Khayat. "But if you look at how we want to expand and the go-to-market initiatives we are trying to take, it is not, and this is why Redington is there."
The partnership looks to have interesting implications for the African market, where Redington is best known as a major Cisco distributor. Only last month, the networking behemoth named Redington as its West English Africa and Emerging Africa distributor of the year.
El-Khayat remains unconcerned by Redington's long-standing commitments with its main rival, however.
"We are a very open-minded company, our channel strategy is very channel friendly, we value the experience they have with our competition and most probably that will add tremendous value to us because they understand the concept of networking in that perspective," he said. "We will definitely have the ability to add a lot more value to Redington because with their tie-ups with competition they are hitting a specific sector, which is most probably the SMB-type of market. What we are giving Redington in that space is access to the high-end service provider and high-end enterprise parts."