Bird, Keith

A-LIST 2005

Company: SonicWall.

Job title: Managing director, UK and northern Europe.

Place of birth: Cheam, Surrey.

Year of birth: 1967.

Marital status: Married.

Career highlights: Newly appointed managing director of SonicWall UK and northern Europe, with 1,400 resellers in the UK. Previously I was channel sales director, EMEA for Extreme Networks, where I established a two-tier distribution strategy and channel programme across EMEA, resulting in growing the business to $120m. As channel sales director for Orchestream Software I made the transition from direct sales to a channel model, achieving 50 per cent growth. I held senior positions at EDS, including indirect channels director, responsible for operations of between $150m and $350m. I was also founder of two networking VARs, which were successfully sold.

What do you love most about the IT industry? The ability to really help shape and grow customers businesses and security both resellers and end-users. The industry has also given me the opportunity to work, learn (and play) with some incredibly talented people. Of course, the opportunity to earn a healthy penny or two along the way has been enjoyable as well.

Which company do you most admire or respect in the IT business? SonicWall, of course, closely followed by some of the biggest brands in the industry, which in many cases have created and developed the market we all enjoy a career in.

Which individual do you most admire or respect in the IT business? That is a really tough question, as I have been fortunate to work with and meet so many world-class individuals. Ultimately, I think the most influential person to most of us at any particular time is an excellent boss. In my case that is Mat Medeiros the chief executive of SonicWall. The first time we met we spent an hour just talking about values and culture. He also provides the trust and empowering environment to make things happen. Very impressive.

What is the biggest technology trend you anticipate in the next 12 months? The continued rapid adoption of wireless networks and computing, protected by using deep packet inspection and unified threat management against blended threats.

What is the one thing working in the technology industry has taught you? That ultimately at the end of every transaction and purchase is a customer who often has very diverse needs and desires. I think our industry has done more than most to understand and enhance this.

Where do you think the channel will be in five years time? At the vendor and distribution level, there will continue to be consolidation through mergers and acquisitions. There will continue to be a place for both broadline and value-based distribution, but the ability for distributors to be able to provide a consistent offering and service across Europe and globally will be an increasingly important differentiation. As the industry is based on innovation new vendors will emerge. The majority of resellers will have to provide some form of managed service or specialisation as pure product supply will primarily have moved to a web and commoditisation category of the channel, which is based on economies of scale. The majority of the channel will flourish as by definition most resellers are of a fairly modest size. Their ability to specialism and be flexible will be highly attractive to SMEs which rely highly on their providers to enable and manage existing and new technologies.

Which do you think is the most influential vendor in the UK? Hewlett-Packard [HP] has managed to serve all sectors of the market both in terms of size of companies and technologies. There are not many businesses that do not have some component of HP in the company, and it features in an increasing number of homes as well.

Which do you think is the most influential ISV in the UK? Again very tough, but if we look at all sizes and types of software companies then it is very simple: Microsoft.

Which vendor's technology do you think has changed theface of IT? You have to admire Cisco. I have both partnered and competed with it and its dominance and market leadership in so many categories, end to end, is very impressive. It grasped the ability to influence how people work, live and play in the formative stages of the internet.

How do you unwind or spend your spare time? By still trying to play football, and watching my children's sporting and dancing activities.

Where is your favourite place to eat? Chapter One, Locksbottom Village, Orpington. It is one of the most highly rated restaurants in the country and is right on the doorstep of my house.

What is your favourite drink? Lager. Simple man, simple pleasures.

What is your favourite TV programme or film? Soccer AM, Sky Sports. Brilliant.

Who is your favourite musician, band, artist or genre? Robbie Williams. He has managed to cross many areas and I admired what he attempted with his Swing Album.

What is your favourite book? When I have time, any personal development or guru type of stuff.

What career would you have pursued if you hadn't worked in the channel? Professional footballer, but that is unrealistic. Or policeman. I liked the idea of the action but not the money.

What has been your greatest business achievement? Anyone who has run or is running their own business will know what a challenge it is. So I think founding two of my own companies, the first one when I was 19 is up there.

What is your personal ambition? To continue growing in an industry I love, and be the best dad, husband and son to those I love even mo re.