Communications equipment gear outfit ADTRAN Inc. (ADTN) is expanding its effort to reach small and medium business customers by bringing together specialty distributors and resellers under what it calls the Value-Added Distribution (VAD) program.
“Value-Added Distribution enables resellers to leverage the service, support, certifications and logistics capability of a specialty distributor without incurring additional operating expense,” said Bob Meador, director enterprise distribution channels at the Enterprise Networks Division of ADTRAN, which sells the NetVanta router line, IP phones and other gear. “This allows the specialty distributor to bring added value by enabling the reseller to provide total solutions to their end user customer.”
All of ADTRAN’s sales to SMBs are through channel partners, said Ted Cole, vice president of channel sales at the vendor. However, some of the smaller resellers may not have the resources to send their people to ADTRAN to get certified on the vendor’s gear. So the VAD program creates a construct through which smaller resellers, whose needs may not be addressed by ADTRAN’s existing channel program, are put together with distributors like Interlink Communications Systems, which are certified ADTRAN resellers and can assist small resellers with pre- and post-sales support, including the creation of bundles that may include a combination of ADTRAN and other vendors’ products.
“This program is indicative of ADTRAN’s creative and innovative thinking as they continually work to strengthen their reach to a broader base of resellers,” said Annette Taber, executive vice president, sales & marketing, Interlink Communication Systems. “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.”
ADTRAN began focusing on SMBs about three years ago, beginning with the introduction of the NetVanta line, CEO Tom Stanton said during a press event at ADTRAN’s Huntsville, Ala., headquarters last week.