WRQ seals Entropy distribution deal

US-based software company, WRQ, has entered the second stage of its two-pronged attack on the European market after appointing Entropy as its UK distributor.

WRQ regional sales manager Steve Cauble has already migrated to the UK as country manager, in an attempt to build on the 25 per cent revenue the software company already generates from the UK market.

Cauble said the company is looking to increase penetration of the UK through a two-tier channel strategy. ?Not only does WRQ want to gain an understanding of the UK, it is the also the largest market for us?.

Sole UK supplier Wick Hill has been selling WRQ products, including its Reflection range, direct for the past 15 years. Wick Hill group MD Ian Kilpatrick insisted that its business would not be harmed by the appointment of Entropy.

?We will experience no major changes. It isn?t a problem, as we operate on a much larger scale,? he said.

Conell Lavery, managing director of Entropy UK and Ireland, conceded that there was conflict in the channel over dual distribution, but claimed: ?WRQ is happy with Wick Hill using a direct model.?

Entropy is in talks with resellers to sell the Reflection products, however Lavery said: ?We are restricting the model to about four or five Vars to keep margins at 35 points.?