Datrontech favoured to take on Novell deal

Distribution Partners shunned for assault on system builder and sub-assembler market.

Novell has snubbed its existing partners and appointed Datrontech asassembler market. its fourth UK distributor to tap the local system builder and sub-assembler market.

The deal was seen as a coup for Datrontech, which won the right to supply product for the Novell Systems Partner Programme ahead of the vendor's existing UK distributors Azlan, Computer 2000 and CHS Electronics.

Novell's System Partner Programme has been adapted from the single-tier distribution model that was launched in the US at the start of the year, with the UK piloting the structure that will be launched across the EMEA region later this year.

Dustin Newport, distribution sales manager at Novell EMEA, told PC Dealer: 'There is a much higher quantity of system builders and sub-assemblers in the UK so the most cost-effective way of gaining access to that market is through a distributor. But none of our existing distributors sell well into that base so we had to go elsewhere.'

Newport added that Datrontech will only distribute system builder and sub-assembler versions of Novell's core products, such as NetWare for small business and NetWare 5, to avoid conflict with its existing distributors.

Fiona Squires, business manager of Datrontech, said: 'The traditional networking distributors are selling to the traditional reseller base, not to system builders. But this is an evolving market and we are keen to continue exploiting it.'

The Systems Partner Programme is Novell's first attack on the system builder and sub-assembler market, a sector that its rival Microsoft has historically dominated.

Newport conceded the delay is a disadvantage for Novell, but claimed the continued postponement of Microsoft's Windows 2000 release gives Novell 'an opportunity to capitalise on' regaining ground.

To further improve its mindshare among system builders and assemblers, Novell will also host a series of education visits and demonstration days in conjunction with Datrontech.

Newport said Novell also plans to establish a Website providing sales and support information to system builders and sub-assemblers.