Ixia to grow EMEA channel through distribution
Ixia, which has built its brand as a network-testing vendor working with the other large networking companies, sees a good chance for growth next year in expanding its security side. This will be through channels, with distribution playing the major role, says Tony Webb (below), the EMEA channels head. He joined Ixia as EMEA VP sales and channel in early 2017 from Juniper Networks, where he was VP of EMEA. Prior to that he was at Cisco Systems, running service provider and enterprise verticals in the UK.
Ixia has had a strong relationship on the testing side with both his previous employers Juniper and Cisco, and has a reputation as an independent and trusted third party, he says, so it is logical to take this out to the wider market. Ixia has been investing in resources to expand its channel in Europe, especially through its relationships with distributors Exclusive and more recently Arrow, appointed in mid-year. Its partners are both systems integrator channels and resellers with a niche experience.
“We are a leader in testing and Ixia is moving rapidly into the security marketing using our rich heritage. It is all down to execution and growing the channel,” Tony Webb says, with Ixia people working inside distribution to ramp up business through existing partners and add new ones. With new products on their way, particularly in the cloud space, the market is right to make a move, he says.
“Distribution is good for us – it gives us a fleetness of foot, the reach and scale to grow.” Distribution has changed fundamentally, he says as vendors have moved more to software; it gives the opportunity to simplify things for partners working with distribution.
“I am putting my budget to work next year in support of distribution, accelerating their progress and recruiting new partners into the business by putting Ixia people into the distributors and making them more pro-active, by keeping them up to speed with developments.”
“We have a message of quality and neutrality based on our heritage and knowledge. This should boost the channel Xcelerate programme for VARs, which incentivises them to offer solutions to improve network and application performance and boost security.”