Aruba claims distributor cull will simplify channel

Aruba claims distributor cull will simplify channel

Despite claims that its channel is in a ‘mess’, vendor sticks to its guns over restructure

Aruba Networks has claimed its restructured partner programme will add clarity to the channel, after it was suggested earlier this year that the wireless LAN vendor had lost control of its indirect strategy.

Aruba has revamped its partner programme, reducing its distributors from four to two. Only React Technologies has survived the cull, alongside new addition Mayflex. Hybrid product partners, including Centrecore and Ampito Group, have also been stripped of their distribution status.

“Having two distributors offers more clarity for resellers, which are now in a better position to sell Aruba products,” claimed Roger Hockaday, EMEA marketing director at Aruba. “We think two is the right number and both distributors are complementary to what we offer.”

The new programme will certify resellers at Platinum, Gold and Silver levels based on business development opportunities. According to Hockaday, it has been designed to offer resellers more choice. Location was a major factor in the vendor’s decision to revamp the programme.

“Mayflex is based in the north and has a different area of expertise as a commercial distributor,” he said. “Aruba has grown organically and we realised the need for change to grow the channel more productively.”

David Caughtry, director of e-business at jilted distributor Computerlinks, said: “We worked with Aruba for a couple of years and its channel was a mess. I’m surprised it has parted company with us, given that we were quite vocal about cleaning up the channel.”

Manny Pinon, sales director at Ampito Group, said: “Aruba’s channel is in disarray. This was meant to be done in August. It is scary that it still has not been concluded and that no resellers know their status.”