Extreme Networks’ new UK chief wants to deepen the vendor’s relationships with UK VARs to bolster market share and challenge Cisco.

UK and Ireland regional director Gary Newbold joins from 3Com, where he spent more than six years. Newbold claimed he had been keen to work for a vendor focused on the higher end of the market.

“I have worked for VARs,” he said. “I understand what motivates them and what vendors should provide.”

Newbold’s first priority is ensuring VARs are effectively targeting end users’ needs and indicated strengthening existing relationships took precedence over recruitment.

“We have fairly small market share,” he said. “That, to me, offers a massive opportunity. We are much more innovative than Cisco and our equipment is more powerful.”