Bull tightens up server supplies

Series E servers restricted to vendor?s sole UK distributor, Montal, and authorised resellers

Bull is restricting supplies of its Series E servers to appease its sole UK distributor and inherited Motorola Vars, with the aim of freezing out unauthorised resellers and alleviating channel conflict.

The Power PC-based servers will be available only through Bull?s UK sole distributor, Montal Group, authorised resellers and master reseller Sanderson Group, including its Var subsidiary.

The decision follows last December?s agreement between Bull and Motorola to exchange management of each other?s channels, with Bull servicing the Motorola Computer Group channel in Europe and Motorola running Bull?s channel in the US.

Bull, with Montal Group ? also Motorola?s sole UK distributor before the channel switch ? has developed a follow-up model for the Motorola Series E server which was scrapped three months ago. The distributor will contribute configuration, memory and disk specifications to make it easier for resellers to sell the updated range.

Rob Keywood, indirect channel manager at Bull, said: ?Bull is aiming to make ex-Motorola partners comfortable with their association with Bull. The new model has been brought in specifically to help the Motorola Var transition [to Bull].?

Peter Alexander, joint MD of Montal, said Bull was ?listening carefully to those at the sharp end of the business?.

He added that by limiting the route from distributor to dealer, Bull would protect the channel and reduce conflict and competition from resellers that do not provide support or a resource infrastructure.

?We can now comfortably supply to value-added resellers and they should be able to retain their margins. By limiting the channel, dealers can play on a level playing field. It will also give us the confidence to invest in promoting the product,? he said.

Bull has appointed Guy de Panafieu chairman following the retirement of Jean-Marie Descarpentries.