Networking equipment vendor Allied Telesyn has claimed that its 'push-pull' strategy is bearing fruit, after the decision to expand business through the channel in the UK.
The company has signed over 600 resellers to its UK partner programme since its launch in July last year, with 10 systems partners and 50 solutions partners.
Allied Telesyn works with a total of 4,500 resellers through its distributors Micro Peripherals, Open PSL, Acal and Computer 2000. The company opened a new UK office in Reading last week.
Adrian Hurel, UK head at Allied Telesyn, which sells 50 per cent of its products outside Japan, admitted that the could peviouly have done more in the Uk market.
"In the past we focused purely on distribution to push products into the channel with no work directly with resellers and no demand creation," he said.
"But now we work with resellers and distributors, and in demand creation with our pull model.
"We see the UK as the biggest possible market in EMEA and we are focusing more on pulling business through the market."
Hurel said that UK sales for the first quarter of this year were 50 per cent higher than the same period last year.
Keith Humphreys, an analyst at EuroLAN Research, indicated that the vendor still needs to improve its brand in the UK.
"Allied Telesyn still ducks under the radar and I am sure that its reseller partners would appreciate more direct marketing from it," he said.
"[But] it has a focused channel strategy and its product offering is good, with a viable alternative to companies such as 3Com."
Separately, Allied Telesyn is pushing its chip and pin technology which offers the retail sector a router and software to provide secure credit card transactions.
Demand is anticipated to grow as the liability for credit card fraud is set to move from the banks to the retailers in 2005.
The Co-op retail chain recently bought 1,000 of these products through reseller Interconnect.
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