Networking Vendor QLogic Expands Go-to-Market Strategy

By Jessica Davis  |  Print this article Print


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QLogic has signed a distribution agreement with Ingram Micro, broadening that company's portfolio of offerings and QLogic's potential market. The companies estimate their reseller partners overlap by just 20 percent. The QLogic Ingram Micro agreement capitalizes on the momentum behind unified networking and data center solutions, the companies say.

Looking to bring its leading-edge networking technologies to a broader set of markets, QLogic has signed a distribution deal with Ingram Micro.

Ingram Micro and QLogic believe their reseller partners currently have only a 20 percent overlap, opening up large additional bases for both companies.

The agreement comes at a time when QLogic has released several new products considered to be on the leading edge of networking technology, including Fibre Channel over Ethernet (FCoE), 10 Gigabit Ethernet, InfiniBand and 8Gb Fibre Channel.

"Our products are primarily distributed through our OEMs like HP," says Jim Rothstein, vice president of North American sales at QLogic. "We’ve gone through the Ingram Micro channel with some of our brands before, but this part of the relationship is new."

The catalyst for the deal is the new leading-edge technologies and the momentum behind the move to unified networking and unified data center solutions, according to QLogic executives.

"Six months ago we didn’t have 10 Gigabit Ethernet adapters," says Steve Zivanic, senior director of corporate marketing for QLogic. "Really, the impetus to get this going was these brand-new technologies that we didn’t have in this market before.

"Twenty percent of QLogic’s revenues are driven by channel sales," he adds. "We are looking to expand that."

QLogic, which has catered to the enterprise and midmarket, is hoping its partnership with Ingram Micro will help to better target the SMB space, which has been "a gaping hole" in QLogic’s go-to-market strategy, says Rothstein.

Jessica Davis covers the channel for eWeek and Channel Insider. Her technology journalism career began well before anyone heard of the World Wide Web and has included stints at Infoworld, Electronic News/EDN, and the Philadelphia Business Journal. Her work has also appeared on CNN and Forbes.com. She has covered hardware, software and networking, as well as the business side of technology. She has won several journalism awards, including a national ASBPE award for best staff-written column, and was named Marketing Computers hardest working tech journalist on their inaugural list of top tech journalists. Jessica can be reached at jessica.davis@ziffdavisenterprise.com

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