Azzurri confronts Cisco challenge
Reseller aims for accreditation rather than acquisition
Azzurri chief executive Martin St Quinton has spoken about his company's acquisitions and plans, including its intention to win a Cisco accreditation.
St Quinton also disclosed further details about the VAR's giant 330-site, nine-year managed services deal with DIY retailer B&Q. The 11-phase contract will see Azzurri installing Mitel's 3300 ICP switches in 320 B&Q stores.
"Apparently, one reason we won was that the customer didn't want to deal directly with the manufacturer," St Quinton said. "It was quite keen to deal with a reseller."
Speaking of Azzurri's plan to pursue a Silver accreditation from Cisco, he dismissed suggestions that it might be easier to buy a reseller already accredited to sell Cisco.
The company has a large number of technical staff - 200 out of the firm's 480 employees - as well as broad geographic coverage.
Manny Pinon, head of sales at distributor Norwood Adam, said: "There's nothing to stop Azzurri buying any of the top 20 Cisco resellers in the country. It could probably afford people like Prime, TNS or Cisilion.
"It is interesting that it is looking at getting one of the more demanding accreditations out there under its own steam."
St Quinton was reticent about Azzurri's future, although it is likely that venture capitalist 3i will want a return on its investment in the near future.
But St Quinton did say there were two likely options for the company: either an IPO in two or three years' time, or a trade sale.
3i, which has made a £100m fighting fund available to the company, holds 75 per cent of Azzurri. The remaining 15 per cent is held by Azzurri managers.
St Quinton holds 10 per cent of the firm.
"My job is to buy voice and data companies and make them into a bigger business," he said. "I have invested quite a lot of my own money into this company and want to see the conclusion."