POWER MANAGEMENT
Twickenham Stadium April 1st & 2nd, 2009
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UPS and business continuity solutions aren’t always
top of the agenda for many comms resellers, but
there is a significant opportunity in this growing
market with a well supported sales channel.
T
he European market He refers, for instance, to his The market as a whole is continuing
for small and medium company’s true online double to see a lot a business coming
uninterruptible power conversion capabilities, which in from the data centre sector.
supplies (UPS) is worth provide a ‘no break’ transfer This has been a trend for several
about £855 million a year, from mains to batteries. “These years now, particularly in London,
according to analysts Frost and UPS are much more adept at where data centre space is
Sullivan, and this market benefits protecting valuable sensitive running low and where fears have
from a ‘well-established distribution electronic equipment than their been voiced about the potential
network’, states the research line interactive predecessors,” he supply of electrical power. “There
house, with a strong sales channel. Robin Koffler comments. The ability to deliver is not enough power in the city
That’s important in a market where products quickly is also important. to support more centres,” says
customer satisfaction is the top
We are
But the true differentiator in Smith. “So there are plenty of new
priority. Margins on UPS products the market is service. “We builds located out of the city.”
and services are good confirms conscious have a dedicated team to
Robin Koffler, General Manager of
that the channel
handle UPS requirements for IT The real question for resellers is
power protection manufacturer and telecoms resellers, which gauging just how this market will
Riello UPS. He believes that needs to make enables us to react quickly and be affected by the economic
although the market has never
margins
knowledgeably,” says Smith. crisis. On the one hand,
been more competitive, it is those companies will be cutting back
suppliers selling direct that will suffer He adds that AEC customers have on spending, but there are also
the most in any serious downturn. pitching to clients and in carrying a direct link to the company, plenty of signs that buyers may
“We’ve always pitched ourselves out site surveys to draw up providing high-level service and well be putting protection and
as providing medium prices with technical specifications. Part of support and this is a major selling business continuity higher up their
good service, because we are Riello’s appeal, says Koffler, is its point for resellers. In addition, corporate agenda, particularly
conscious that the channel needs range of products and its ability AEC’s in-house maintenance and in relation to power protection.
to make margins,” he commented. to be flexible in the way it deals service departments are available
“We believe that those selling with the channel. “We sell off the for resellers’ technical needs, This trend overcomes some of the
direct will suffer most as contracts web and from our catalogue, while the sales division prides old challenges in selling business
come up for renewal and but if it’s a larger sale, we can itself on turning round quotation continuity and UPS products and
people start shopping around.” also deal with that. We supply requests any time of the day, services. They tended to be very
everything from small desktop usually during the course of a much a background issue, rather
Riello sells through distributors products to block systems for phone call, or within five minutes. than in the frontline of an overall
Nimans and Rocom, but also deals PBXs and exchanges,” he says. solution. But that is changing.
directly with some of the larger Smith believes the present There was a chilling warning that
companies, particularly Siemens Whether customers have a economic climate will result in the UK could be facing prolonged
Communications, the biggest traditional PBX or a software-based some slowing of orders, particularly power cuts in five years time unless
partner with which it deals directly. system, they still need protection in the market for peripherals, but urgent action is taken. And a
“With that type of account we to ensure their telecoms keep on is optimistic about the general report from a pro-nuclear power
are very much an integrated part running and margins on UPS are outlook. “I feel there will be no group pointed out that a third of
of the sales strategy,” says Koffler. good, according to Koffler, with abating in markets where UPS are the country’s generating capacity
“Companies like Siemens have additional opportunities to sell essential parts of the infrastructure,” is due to be decommissioned by
different divisions and teams, accessories such as batteries. he says. That would include such 2020, but is not being replaced
as well as their vertical teams, areas as hospitals and healthcare, fast enough. All this adds up to a
and we work with all of them.” When selling UPS it is important to data centres, insurance, finance growing opportunity for comms
highlight product features, says and so on. “These are among resellers who want to address
That would include working Tom Smith, Business Development some of the areas that cannot the pressing and evolving issues
alongside resellers’ own staff in Manager at UPS vendor AEC. afford any downtime.” surrounding power protection.
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40 COMMS DEALER MARCH 2009 www.comms-dealer.com
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