Networking vendor Extreme Networks is aiming to become the leading manufacturer of gigabit ethernet technology by using a mixture of channel and direct sales.
Demand for the technology was demonstrated this month when hardware vendor Logitech chose Extreme to provide its corporate network with broadband ethernet switching systems.
The global deal adds Logitech to a customer list that already includes Siemens and Ericsson.
Extreme is targeting resellers as part of its diverse channel policy. Bart Tillmans, marketing director for Europe, Middle East and Africa (EMEA) at Extreme, explained the vendor's multi-channel focus.
"We have a multiple route to market where the customer decides the channel it requires. With large global accounts we usually have a direct-touch policy, but in regional and national accounts the resellers can go in and sell the concept," he said.
Manek Dubash, an analyst at DataMonitor, said that resellers will have no difficulty promoting the technology to customers. "It is an easy sell because network managers are already familiar with ethernet technology," he said.
Dubash claimed that it was also a logical upgrade for medium-sized and large companies with multiple servers and computers.
Ed Hopkins, product marketing manager for EMEA at Extreme, said: "There is now demand for end-to-end communications technology and ethernet is ideal for this. Some 95 per cent of computers in the world use the technology because it is now faster, covers long distances, has more features, the price has come down and people understand how it works."
Extreme is partnering with UK distributors Westcon, Equinox and Landis. Leigh Howard, sales director at Westcon, said: "I am confident that, over the next year, Extreme will become one of our biggest partners."
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