Allied Telesis signs former 3Com distie Northamber to help expand channel

Networking expenditure

Allied Telesis has announced that Northamber has become its newest UK distributor as the firm pushes to attract 3Com and Cisco silver partners with better margins and a new channel programme. Northamber replaces “stocking agent” VCW Security Ltd whose agreement with Allied Telesis expires in February.

As Keith Hoult, UK managing director for Allied Telesis explains, “We clearly offer better margin opportunities to the channel and there has never been a better time to attract 3Com and Cisco silver partners who put in a lot of effort for three or four points where they can make margin in the teens with us.”

Hoult believes the firm has a strong and focused portfolio, without the distraction of mergers or trying to spread itself across servers or storage, which makes it a good fit for potential partners.

Northamber is the longest established trade-only distributor of IT equipment in the UK. This new strategic agreement will help support Allied Telesis’ drive into new vertical markets in the UK. “We have a good relationship with both Bell Micro and Micro-P and the agreement with Northamber will bring us into new markets,” explains Hoult. “It also gives us a good base for the launch our new channel programme.”

Hoult estimates that Allied Telesis has around 150 active partners in the UK prior to the agreement with Northamber and expects this number to grow as it launches the new partner programme planned for the second quarter of 2010.

Explains Henry Matthews, MD at Northamber: “Last year we decided to undertake a review of our suppliers to focus on those that offer the best service and products, and Allied Telesis fits the bill perfectly.”

“We’ve been very impressed with the organisation and professionalism at Allied Telesis. They have a very strong product line-up that fits in well with the rest of our portfolio. We will be actively promoting the whole product range and we’re very confident that our reseller base will be enthusiastic about sourcing professional networking solutions via Northamber,” he adds.

Northamber, which parted company with rival networking vendor 3Com last year, will offer the full range of Allied Telesis products including the firms new ‘eco’ range.