F5 looks to clarify UK distribution strategy
Vendor denies plans to appoint Azlan as European distributor
F5 Networks is working to put the record straight about its distribution strategy, and has said it plans to work even more closely with the channel in 2005.
The vendor recently terminated its distribution agreement with Norwood Adam, part of the Matrix Group, and there was industry speculation that it was poised to sign Azlan as a pan-European distributor immediately after the split. But Steve Jenkins, vice-president EMEA at F5, played down the rumours.
"We haven't had any real discussions with Azlan. Nothing really is going on," he said.
"Although at some point we are going to need a pan-EMEA distribution partner that can cover all our European territories, we have no plans to go down that track right now."
Jenkins added that the firm will concentrate on its remaining two distribution partners, equIP and Clarity.
Simon Welch, marketing director at Clarity, welcomed the recent changes, adding that his firm has terminated a distribution agreement with Tarantella to concentrate more of its efforts on F5.
"The news that Norwood has been terminated gives us even more opportunity. It was the icing on top of a very nice cake," he said.
Welch added that Azlan is most likely to be appointed as a pan-European distributor, eventually.
"However, that will be for European reasons rather than UK reasons," he said.
"F5 does need more European coverage. [Azlan's appointment] would have no effect on our business; it would have a completely different role to ours."
Jenkins said part of the role of F5's distribution partners is to help it increase its number of channel partners. "In the three years I have worked in EMEA, the business has grown by 500 per cent. Channel leverage has been a key differentiator for us," he said.
"We will be looking for a specialist type of partner rather than box-shifters, and we are keen to get involved with system integrators. We want partners to make margin on our products."
Jenkins said the plan is to have reseller partners specialising in three different areas: VPN, traffic management, and application and security.
Welch agreed that F5's market is growing. "F5 has some unique technology, and because of that we find that business is increasing for us and our resellers. F5 is not offering a 'me too' technology that is over-distributed. It is allowing its partners to actually make money," he said.