News in the Channel - issue #29

AddOn Networks

Cable commitment AddOn Networks provides a range of cabling solutions and is finding that its products are in greater demand as more devices are being used than ever. AddOn’s products, commitment to quality, and great support make them ideal for resellers.

With ever-increasing workflows being carried out by businesses online in a wide range of sectors, more devices than ever are being used – and these need cabling solutions. For a business such as AddOn Networks, it means that demand for their products is increasing. “We're seeing a lot of activity in the data centre and AI space, particularly the high-end applications, right up to 800GB,” says Sam Walker, vice president sales EMEA and India at AddOn Networks. Sam adds that there is greater demand from businesses in the financial and pharmaceutical sectors. “This is where customers are looking for lower cost and higher availability solutions,” he explains. “There is also a large amount of public sector opportunities such as higher education with universities deploying research projects where they're moving big workflows around and need a lot of data centre capacity. Transport is another vertical where we are seeing greater

demand." For a channel-orientated vendor such as AddOn, this means there are plenty of opportunities. “Our strategy is to scale through the channel, leveraging a large network of distributors and resellers and engage with end users in Europe and globally,” says Sam. “We work very closely with our distributors, resellers and end users in EMEA to deliver the best value solution for customers. Our focus is on driving brand awareness of Add-on, enabling our partners to sell our products, generating opportunities and, of course, closing deals to support our customers' businesses.” Extensive range of cabling AdddOn has a large portfolio of OEM alternative cables and transceivers. “This is because there's a very wide range of applications they are used in, particularly for optical transceivers, which include, for example, mobile backhaul, fibre to the home, access networking, core networking, data centre core and data centre interconnect,” says Sam. “There are lots of connectivity requirements that need optical solutions, and, in some cases, copper solutions. “AddOn’s products are compatible with more than 100 OEMs. And there are different speeds and feeds of optics that are required, as well as different distances needed depending on the application. It all adds up to a wide portfolio of solutions that ensures we have the right product for our customers, no matter what their application.”

Sam Walker vice president sales EMEA and India

addonnetworks.com

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Our focus is on driving brand awareness of Add-on, enabling our partners to sell our products, generating opportunities and, of course, closing deals to support our customers' businesses.”

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