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Allied Telesis puts distribution blocks in place

Networking vendor takes first steps towards building regional channel

Sabbahuddin Khan says Allied Telesis is looking to go head to head with market heavyweights Cisco and HP in the Middle East.
Sabbahuddin Khan says Allied Telesis is looking to go head to head with market heavyweights Cisco and HP in the Middle East.

Allied Telesis’ aspirations to develop a regional partner base following its recent launch in the Middle East have been boosted by the appointment of Anixter as its first distributor. The networking vendor is also on the verge of confirming a second distribution signing inside the next few days.
Structured cabling specialist Anixter, which already works with Allied Telesis in Europe, will carry the vendor’s entire product line in the Middle East, although it will mainly focus on selling the mid to high-end portfolio and servicing project-related business.
The second distributor, meanwhile, will largely concentrate on the low to mid-range volume lines, once it comes on board.
Sabbahuddin Khan, Allied Telesis’ regional manager, insists the appointment of authorised distributors will kick-start its business in the region.
“Our distributors will help us identify partners and once that identification is done we will work with our distributors to qualify the partners and gear them up to sell our products. In the next few months and quarters there will be a lot of channel training activity from our side,” he says.
Allied Telesis has not yet revealed the identity of the second distributor it is looking to appoint, but given Khan’s previous association with Dubai-based Aptec it is possible that his former employers could be in the frame.
Having officially launched its operations in the region last month, Allied Telesis has secured office space in Dubai Internet City and is now working to increase its headcount.
Allied Telesis’ EMEA sales chief, Francesco Stramezzi, and VP marketing for global industrial accounts, Christian Schwaiger, have both been in Dubai this week to check on the business and oversee the recruitment of the company’s first Middle East pre-sales, technical and channel sales staff.
Despite competing directly with market heavyweights Cisco and HP Networking, the Japan-based vendor is confident that the strength of its core Ethernet network product portfolio and “aggressive” sales strategy will quickly lead to it gaining traction.
“HP is one of our biggest competitors and they are going through a difficult time considering the HP-3Com merger. They are trying to consolidate the two organisations, which is not an easy task. While they are doing this we want to grab opportunities from customers that are willing to consider a third option [beyond HP and Cisco],” said Khan.