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Ripples are being felt across the distribution arena today after Arrow Enterprise Computing Solutions Group announced it will launch a new division dedicated to the midmarket.

The ECS Midmarket Group will target VARs who operate in the midmarket sector, offering training, marketing, data analytics to target the right customers and support. The move by Arrow – a mainly high-end distributor pushing downstream into the midmarket space – is likely to be felt by competitors already in that sector, such as Tech Data and Ingram Micro.

“Serving the midmarket has challenged suppliers and VARs for years,” said Kevin Gilroy, president of Arrow ECS, in a statement. “We believe this new business model cracks the midmarket code, enabling suppliers and VARs to deliver their solutions to midmarket companies in a profitable, repeatable process.”

The unit will offer multivendor solutions, focusing on security, storage and virtualization in vertical industries such as healthcare, finance and manufacturing initially. The distributor will also provide VARs with data analytics and market intelligence in their local midmarket.

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