Furore over Hirschmann super Vars

Hirschmann Network Systems? launch into the UK has caused uproar because of its decision to sell directly to resellers as well as use a two-tier distributor strategy.

The company will sell through two distributors including Data Connectivity. But it is also intending to sign five ?super Vars?, which will focus on pushing the vendor?s broadline product range to the vertical market.

Neil Ledger, managing director of Data Connectivity, expressed reservations about the vendor?s mixed channel strategy. ?Hirschmann must manage it on a day-to-day basis, but it should buy from us ? otherwise we won?t be happy with it,? he said.

?I?m not convinced that Hirschmann has a name in the UK to be able to sell directly to the user through super Vars. I wish it luck.?

According to John French, director of product marketing at Hirschmann, the five super Vars would be used as market makers, but they would also hold stock.

?These super Vars will add a different value ? the Vars have to be close to the user,? said French.

Hirschmann UK ? a subsidiary of the German-based network vendor ? was set up by former OST employees. OST was acquired by Newbridge Networks which then subsequently sold off OST?s Xcellys brand to Hirschmann.

The Xcellys brand, which was also previously distributed by Data Connectivity, has been relaunched as ALS.

However French said: ?Data Connectivity has close links to Newbridge Networks. There is a competitive issue between what Newbridge Networks and Hirschmann are offering.?