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Redington consolidates Value Business

Almost in defiance of the slowdown, Redington’s value team has been quietly consolidating its portfolio with new tie-ups over the past few months. It most recent partnerships have been with Coral Telecom, Ascom, Red Hat and Netgear.  The distributor expects to strengthen its go to market offerings with these new additions.

B Ramkumar, General Manager – Value Added Business, Middle East & Africa at Redington Gulf  explains on these recent tie-ups, “With the addition of Coral to our portfolio we have ventured into providing our customers products within the outdoor wireless domain, whereas Ascom is a niche technology product in the wireless application and wireless voice communication domain that we can deliver to a certain set of customers. Products from Netgear will help us address the demands of the SMB channel within key markets of UAE and Saudi Arabia for networking products and the addition of RedHat is a response to the increasing adoption rate amongst customers towards the open source platform including Enterprise customers.”

The distributor’s latest edition of its quarterly newsletters will feature these new announcements.  The distributor will also include promotions that it is currently offering in the newsletter.

Ramkumar says, “At Redington Value division, it is absolutely critical to communicate to channel partners; the raison d’etre being constant changes taking place in the market place. At the technology level, there are changes taking place almost every nano second. These need to be communicated. At the same time, the needs of end-user customers are also changing. It is this part of communication that requires to be dealt with. “

The distributor has several modes of regular communication besides events and believes in keeping its channel abreast of latest technology trends.

Ramkumar adds, “It is extremely important to keep resellers informed. In fact, information sharing is one of the key pillars of our marketing mix. Brands that form part of the Value Division require a certain amount of knowledge about the product/solution to sell to end customers. In addition, the frequent upgrades in technology/product specifications from the vendors require immediate communication to the channel. There are various modes of communications and Redington’s Value Division has adopted a judicious mix of virtual and physical methods: emails, on-site training, Hands-on-labs, events and “Value Plus” quarterly newsletter. “

The newsletter also comes with a new redesign. This newsletter will be circulated beginning of next month with the July edition of Reseller World Middle East.

Ramkumar adds, “Value Plus has been designed to make the process of information flow very smooth, easy on the eyes and presented in a format that is suitable to large, medium and small resellers alike.  What we are providing with Value Plus is additional “touch point” to the customer over and above email, website, flyers etc. “

Value Plus, typical of a regular newsletter will include “knowledge-driven” articles from the senior management as well as perspectives from the vendors as well. There are focused case studies, articles, products lists etc. from some of the brands Redington Value carries across technology domains such as Networking & Voice, Servers & Storage, Software and Security. 


New update of its ?Value Plus? newsletter features promotions as well as highlights product additions from new tie-ups

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