Cabletron signings snub Ingram Micro
The networking vendor has chosen niche distributors in Europe rather than broaden its ties with Ingram Micro
Ingram Micro?s nose was put out of joint after networking vendor Cabletron appointed specialist wholesalers in Europe instead of opting for a worldwide supply agreement with the distributor.
Cabletron has signed Persona/Top Log as its distributor across Europe, with sole rights in France, Spain and Portugal. Local specialists Data Translation in the UK, Raab-Karcher in Germany, A-Line in The Netherlands and CAVI in Italy have also won supply contracts. The appointments are the second phase of Cabletron?s strategy to set up a channel for the first time.
The decision came despite the fact that Ingram Micro had recently been signed in the US to help Cabletron penetrate the indirect channel and was hoping to win the European business.
An Ingram representative confirmed that the distributor wanted supply contracts in other countries.
?We are looking at that,? she said. ?Cabletron recognised the need to enter the indirect channel and it is investing in that in the deal with us.?
Cabletron began appointing Vars and system integrators to address large accounts in March 1996. It is estimated that Cabletron sells 90 per cent of its products directly and the change in policy follows 13 years of direct-only sales, as it bids to keep up with its main competitors 3Com, Bay Networks and Cisco.
Joe Solari, president of Cabletron?s international operations, said the European appointments demonstrate that Cabletron has made progress in its attempt to implement a mixed-channel policy.
?Value-added distribution marks phase two of our Synergy Plus strategy,? said Solari. ?Now, through value-added distributors, we will also be able to address small and medium-sized businesses properly.?
Joel Moss, channel marketing director at Cabletron, vowed that the vendor will offer Ingram Micro?s resellers the same treatment it gives direct customers. ?This is a valuable strategic alliance,? he said.