PowerDsine is looking to recruit hundreds of VARs to train them in the IEEE 802.3af Power over Ethernet standard, due to be officially ratified this summer.
The company provides Power-over-LAN technology, which allows enterprise networks to deliver operating electrical power over standard Category 5 Ethernet cabling.
The technology could also boost demand for IP phones, as it removes the need for a separate power cable for the handsets.
Other potential markets are wireless local area network (Lan) access points and replacing CCTV systems with IP video cameras.
But PowerDsine is concerned that there is not enough awareness of the technology's capabilities.
"Ingram Micro [PowerDsine's first European distributor] called 800 resellers and discovered that 95 per cent had never heard of it," David Palmer-Stevens, PowerDsine director of channels for Europe, told vnunet.com. "That tells you end-users are not talking about it either."
PowerDsine has now established a partner programme to offer VARs the opportunity to become familiar with the product and its capabilities. The company is looking for 350 resellers in the UK, and others across Europe.
Qualified resellers registering on PowerDsine's website have access to a restricted area with technical information, training and hotline engineering support.
VARs which sell Voice over IP or wireless Lans can choose from one of two PowerDsine 6000 demonstration kits: a single port kit at no charge, or six ports for a small charge.
Paul Cunningham, service director at Comstor, a new PowerDsine European distributor, insisted that there is a big upsurge in IP video, and that the ability to run a single cable represented a huge cost saving.
"When you first come across it, it's a little bit like magic, so the demo kit promotion is important. Resellers do require a bit more education about the possibilities," he said.
Comstor, which focuses on Cisco products, has been working with PowerDsine for four months and will service Cisco resellers. Ingram Micro will adopt a broader approach.
Palmer-Stevens explained that the units provide 15 Watts per port, making them ideal for security cameras and wireless access points needing 8-12 Watts.
The IEEE 802.3af standard has already been approved, and just needs final documentation.
Australian government to require technology and communications companies to provide access to messages
New bill avoids demanding 'backdoors' in encryption, but includes measures to compel companies to provide access to encrypted communications
Indonesian overclocker Ivan Cupa (with the aid of a lot of liquid nitrogen) achieves record overclock on AMD's latest Threadripper
Ssupermassive black hole is so big it corresponds to four per cent of the galaxy's total mass
Imminent attack will target a single bank with cloned cards used to fraudulently withdraw millions over one weekend