Application delivery networking vendor wants to build channel in Canada

Published: March 22nd, 2011

With a new channel program in place, application delivery networking vendor Array Networks is seeking partners in Canada to help deliver its solutions to enterprise customers.

Paul Andersen, marketing communications manager at Array Networks, said the company has two primary product lines: Application Delivery Controller and Universal Access Controller. Both are designed to help enterprise customers and service providers improve data centre efficiency, application performance and secure application delivery.Rich Siegel, Array Networks’ director of business development, said the company delivers its solutions using a direct and indirect sales model. The company is based in Milpitas, Calif. and has about 30 channel partners, although none from Canada.

Ron Renwick, channel marketing manager at Array Networks, said the new channel program, called Array Total Value, has authorized and premium levels based on revenue targets. Partners get access to training resources, deal registration, market development funds, qualified sales leads, and 24×7 pre and post-sales support, with margins in the double-digit range.

“We’re pretty low on Canadian market (awareness),” Renwick said. “Canada represents a large technology market north of our border. With more data flowing back and forth, more mid-range customers are starting to see the need for load balancing and they don’t have the expertise to deliver it. Larger organizations are also seeing more traffic and are in need of more content and security and this is where partners can help.”Siegel said this year, his efforts are 100 per cent focused on developing Array Networks’ channel.

“The ideal partner has experience in networking, security or infrastructure data centre,” he said. “The partner may also be focused on a particular vertical area such as healthcare, financial services, telecommunications and government. I’d say our program will have been successful between now and the end of year if we have between 10-15 qualified partners in Canada.”

Siegel said for now, while Array Networks works to establish a channel in Canada, the company will work with partners from its U.S. office, with the possibility of later growing the team in Canada as business and relationships start to progress.

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