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Ingram Micro takes on CyberPower via Connector Systems

Ingram Micro takes on CyberPower via Connector Systems

CyberPower appoints Vikas Chakranarayan as local business development manager to drive channel growth.

Connector Systems' Mark Dasent, left, with CyberPower's Vikas ​Chakranarayan and Brad Andrews.

Connector Systems' Mark Dasent, left, with CyberPower's Vikas ​Chakranarayan and Brad Andrews.

Ingram Micro subsidiary Connector Systems is joining Exeed as a distributor of CyberPower Systems power management in New Zealand.

CyberPower will be the third power management systems vendor Ingram Micro represents locally, along with Eaton and Vertiv (formerly Emerson Network Power). 

CyberPower Systems Oceania managing director Brad Andrews said CyberPower reengaged with Ingram after channel changes that saw the departure of market leader APC by Schneider Electric, now distributed by Dicker Data.

"We've reconnected with Ingram across the board and we are promoting heavily with them to acquire more resellers and deliiver an excellent technology such as ours to the marketplace," Andrews added.

CyberPower also now has boots on the ground, appointing Vikas Chakranarayan as New Zealand business development manager to drive channel growth.

Where some vendors have shifted towards sole distributorships in New Zealand due to the small size of the local market, Andrews sees value in a dual model.

"There's definitely pros and cons around that," he said. "Some of the time it's around inventory and stock in the market. Local inventory to the right level is key to our success."

Having two distributors makes out-of-stock situations less likely.

Andrews said CyberPower typically has two distributors internationally because one can't cover the entire market.

"Some are good at retail, some carry the value added resellers, some have integrators," he added.

In this case, Ingram Micro is broad based with around 8000 resellers while Exeed has focus into other parts of the market. Additionally, CyberPower is Exeed's only power management vendor.

Chakranarayan, who has worked for APC in the past, is aiming to get the CyberPower brand in front of resellers, electrical contractors and consultants.

"I definitely have those contacts in these particular verticals," he said.

For single-phase power management systems, the distributors will be to the fore representing the brand to resellers.

Chakranarayan will be focusing on supporting those efforts and on the contractor and consulting market for three-phase systems, a market CyberPower entered last November.

"Also in terms of supporting the reseller channel we are going to offer free audits to end-users," Chakranarayan said.

"We are going to make sure that we go there to the end user, do an audit on the infrastructure and then provide the solution for the resellers, to drive business for them."

Connector Systems general manager Mark Dasent, said CyberPower will be his unit's first power management offering. The brand will be offered through the wider company as well.

Connector can also represent the CyberPower brand through its project work, networking for hotels and rest home developers, for instance. Incentives have been introduced to help staff focus on the additional power management offering.

CyberPower has quadrupled its product portfolio over the last six months, Andrews says, with a full range of racks and over 100 power distribution unit models. CyberPower is also focusing on three-phase power systems for data centres as a real growth area.

Migration to the cloud or managed services is the overall trend in the market, he says, driving demand for three-phase power.

On premise, however, demand is emerging for smaller single-phase devices to support systems such as VOIP and to support branch office locations.

Power management-as-a-service is also emerging, with work being undertaken through an integrator for an Australian government client to deliver systems, related services and finance as a subscription.

Andrews says the Oceania region he represents, including Australia, has grown at between 20 per cent and 40 per cent yearly over the last five years.


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Tags Ingram MicroDicker DataeatonSchneider ElectricCyberPowervertivAPC by Schneider Electric. APC

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