D-Link restructures business

News Christine Horton
Mar 05, 2012

D-Link looks to “recruit, re-engage and energise” resellers

Networking firm D-Link is splitting its organisation into three separate business units – Consumer Solutions, Business Solutions and Telco & ISP – with a view to more clearly defining its different products and market segments.

The reorganisation, which brings the firm into line with the rest of its Europe, will see each business unit supported by a newly-created business development team. Adrian Edwards has joined D-Link from Logitech as Consumer Solutions manager, while Aaron Armah will head up the firm’s Telco & ISP business. Meanwhile, Andrew Mulholland (pictured) takes on the Business Solutions unit, which includes networking, IP surveillance and storage products.

At the same time the vendor outlined plans to “recruit new partners, energise its existing resellers and re-engage those that have moved away from D-Link.”

Says Mulholland: “We want to re-energise partners that have moved away or are doing less business with D-Link... We have 1000 resellers registered in the partner programme. We want to at least double that.”

As part of this push, D-Link says it has taken on a team of four full-time channel sales support agents to focus on developing partner relationships, as well as offering new software and partner engagement platforms to help communicate with partners.

Mulholland comments: “We are the only company out there offering a complete IP portfolio, and the reorganisation of our UK & Ireland business will enable us to provide resellers with greater focus and support, as we continue to go the ’extra mile’ for them.

“Our dedicated business development team will now be on hand to provide technical support to resellers and their customers.  It is through this commitment and investment in the channel we aim to grow both our business and that of our partners.”

The last year has seen D-Link launch its new technical services programme, D-Link Assist, and BudgetWise its payment plan for the public sector. The firm is also hinting at further channel shake-ups in the weeks ahead.


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