Reseller Logical has appointed a 'channel heavyweight' to drive it into new markets.
Jeremy Keefe has joined the reseller from Computacenter as UK sales director, with the task of accelerating sales in technology areas other than its main business of providing data network infrastructures and support.
This follows Logical's decision last month to cut its workforce by 30 and refocus its skills base. The company said it would reinvest in new areas such as voice and convergence products and services.
"We are looking at how we can expand what we offer in the IT infrastructure area because our customers want a wide range of products and services on top of data networks," said Martin Lockett, business development director at Logical. "This will increase our own margins and profitability."
The company said it wants to broaden its offering to reduce its dependency on Cisco sales, where margins are under pressure due to the large number of resellers selling the vendor's equipment.
But Lockett maintained Logical is as committed as ever to Cisco. "We want to maintain or increase our Cisco business but increase other vendor sales faster," he said.
Mark O'Hara, managing director at reseller Hydra, warned that resellers that are too reliant on one vendor are in a dangerous position.
"If you only sell products from one vendor you basically let it run your business and every decision it makes will affect you," he said.
When Hydra found itself reliant on some vendors it moved to focus on a wider range of technologies, he added.
"Rather than core infrastructure, we have concentrated on higher margin specialist technology to improve network performance.
"We still have a lot of network infrastructure business from existing customers but are less reliant on one set of products."
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