ADTRAN Program to Aid Resellers Targeting SMBs

On the heels of launching a new 3G wireless wide area network module, a Huntsville, Alabama-based next-generation network solutions supplier says it’s created a new program to reach more resellers targeting SMBs.

 

Officials at ADTRAN (News - Alert) Inc. say specialty distributors and resellers will be able to deliver fully supported solutions under the company’s so-called “Value-Added Distribution” program.

 

According to Bob Meador, director of enterprise distribution channels in ADTRAN’s enterprise networks division, the program is designed to help resellers leverage the service, support, certifications and logistics capability of a specialty distributor without incurring additional operating expense.

 

“This allows the specialty distributor to bring added value by enabling the reseller to provide total solutions to their end user customer,” Meador said.

 

ADTRAN officials say the program will especially serve smaller resellers who are seeing demand for the company’s “NetVanta” products, such as the 1238 PoE Ethernet switch, pictured right – but who lack the infrastructure to support them. Under the VAD program, those resellers will be able to engage most of the U.S. market, company officials say.

 

The program also will see ADTRAN working with VADs to create product bundles that combine the company’s products with other leading manufacturers’. By leading to turnkey solutions in different areas, the effort is expected to reduce the need for extensive research by resellers.

 

Industry insiders are hailing the program as an innovative, creative way to reach more resellers.

 

“We are excited to be the first partner in the program and see it as a great opportunity to bring added value to our resellers and meet the growing demand for ADTRAN’s NetVanta products, said Annette Taber, executive vice president of sales & marketing at Interlink Communication Systems.

 

For Ted Cole, vice president of channel sales in ADTRAN’s enterprise networks division, the VAD program will give resellers – especially those who don’t have the resources to invest in specialization during this slower economy – the ability to offer a broader range of company products.

 

“This program enhances the role of the distributor as the solution expert, making it a trusted advisor to the reseller and provides the reseller with a broader product portfolio to offer its customers, thus increasing the opportunity for everyone involved to experience greater success,” Cole said.

 

 

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