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Sphinx in Siemens link
EXCLUSIVE INTERVIEW
Midlands-based IT distributor Sphinx has joined the Siemens
Enterprise Communications’ Go Forward! partner program in a bid
to push voice solutions into the data channel. Sphinx is the first IT
distributor in the country to win accreditation from the vendor.
he Siemens-Sphinx converged portfolio for voice and in finding new customers. If a data
T
partnership aims to meet data, and adding applications VAR wants to go after the voice
the needs of data resellers that have tangible benefit.” business, they’re going to have to
Mark Hatton
that want to add telecoms learn how to be more aggressive.”
‘As vendors start to
solutions to their portfolio, and is a Demand for converged product
bring out solutions for
direct result of Siemens’ acquisition lines is currently strongest among It’s also important for data VARs
by the Gores Group a year ago. data VARs, says Hatton, but Sphinx not to see voice as simply another
voice and data, the
Since then, the company has been will offer training and pre- and application on the network,
channel to market
working with data and security post-sales support for new partners believes Dyer, but to understand
has to converge too’
specialist Enterasys Networks from either background. The some of the more basic points of
– a sister organisation under the challenges for resellers moving traditional TDM technology too.
Gores umbrella – to develop into unified communications “Because of the sheer amount
complementary converged is different depending on their of legacy kit still lying around,
solutions for the channel. “As part traditional speciality, he notes. VARs will need to get to
of our global strategy, we want “The pain points we found when grips with it,” said Dyer.
to bring the two organisations we first engaged in the voice
closer together,” explains Siemens’ market were surprising,” said According to Mangan, demand
Director of Indirect Channel, Leon Hatton. “Data resellers are used for converged services is
Mangan. “Enterasys is now a to installing racks. Telecoms is increasingly being led by end
brand within the Siemens Enterprise different, because you’re selling user customers, which will prompt
Communications portfolio, things that sit on people’s desks. resellers to look for a one-stop-
and our wireless solutions are So the colour, shape and size of shop distributor. “Whether it’s
embedded in the Enterasys data things become important – it’s complete system replacements Dave Dyer
suite. We’re looking to consolidate an interesting challenge.” or greenfield sites, we’re finding
‘If a data VAR wants
those organisations. One way of more and more customers’
doing that is via our distribution Dave Dyer, Head of Indirect networks are ready to take voice.
to go after the voice
landscape. We want to get Channel Sales at Siemens, believes We think the partnership with
business, they’re going
more access to the converged that voice resellers who are Sphinx will be successful at selling
to have to learn how to
marketplace, and where better prepared to invest in IP technology communications solutions into be more aggressive’
to start than by distributors that may have the advantage when the IT market, and will win us new
already supply Enterasys product.” it comes to winning new business. customers in from voice resellers
“A lot of data VARs tend to have a too,” said Mangan. “We’re already
Mark Hatton, Managing Director smaller customer base than voice seeing some significant wins in the
of Sphinx, noted: “As vendors resellers,” he said. “The reason is market in terms of new prospects
start to bring out solutions for that their revenue per customer and existing customers looking for
voice and data, the channel tends to be higher. Data customers an end-to-end proposition. We’ve
to market has to converge too. will spend higher amounts more won a number of schools, wireless
When Entarasys came together frequently on their infrastructure projects with Siemens Voice, and
with Siemens via the Gores than voice customers do, which some public sector accounts
Group acquisition it presented tends to be a big one-off purchase in health, winning sizeable
the opportunity for us to start every seven to ten years. So voice opportunities with the channel.”
working with Siemens by taking its resellers can be more aggressive
Leon Mangan
Mangan also revealed that a new
Siemens partner program is in the
‘The Sphinx partnership
We’re finding that more and
pipeline, that will enable more
will be successful at
distributors from both voice and selling communications
more customers’ networks
data markets to gain accreditation
solutions into the
are ready to take voice
for the Siemens and Enterasys
IT market’
product portfolios.
n
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18 COMMS DEALER OCTOBER 2009 www.comms-dealer.com
18 Sphinx.indd 1 30/9/09 15:57:08
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