Wi-Fi networking: Xirrus extends European channel

Over the last six months, Xirrus developer of the Wireless LAN Array has opened its European sales and marketing headquarters in Antwerp, Belgium. Over the next month, Xirrus will be announcing new European VADs and channel awards. John Digiovanni the companys marketing director participates in an IT Reseller Q&A.

Q: What is the companys route to market?

A: We have two lines of business. With our PartnerAdvantage Program, our products flow through a two tier channel model that includes distributors and resellers who ultimately sell and deploy our solutions to end user customers. Xirrus also sells to OEM customers who then sell and support our products to their customers. Xirrus does not sell its products directly to end users.

Q: How do you view the current state of the European/UK market for your technology?

A: The European market for Wi-Fi equipment is growing faster than the North American market so there is a huge opportunity for our solution and one of the key reasons for our recent establishment of a European office in Belgium. If you consider the continued penetration of Wi-Fi into portable computers and the influx of new hybrid cellular Wi-Fi mobile phones, there is a huge driver for a Wi-Fi solution that maximizes the amount of bandwidth available to users which improves their experience with the network.

Q: Do you need to expand your current channels? If so, what kinds of partners are you looking for?

A: Yes, we are currently looking for additional channel partners in the UK and throughout Europe especially partners who are adept in Wi-Fi networking.

Q: How will you support them?

A: We have established distribution agreements throughout most of Europe and have opened up a European headquarters in Belgium to help drive reseller recruitment and training. We have created a structured partner program designed to drive profitability to our reseller partners while helping them create demand through a variety of lead generation activities.