Reseller News

Cisco set to appoint Spark-owned business as NZ distributor

Tech giant expected to change channel strategy after a trademark issue erupted over Cisco Spark

Telegistics Repair, a Spark owned business, is widely expected to be appointed as a distributor for Cisco in New Zealand within the next few days.

According to sources close to Reseller News, the vendor is expected to change its channel strategy after a trademark issue erupted over the tech giant’s collaboration tool - Cisco Spark – which clashed with Spark’s own brand.

Reseller News understands that the move is designed to achieve two key functions - firstly, to provide trademark clarity around the Cisco Spark product in New Zealand and, secondly, to allow partners to sell the solution without having to use the name of industry competitor Spark.

Based in Auckland, Telegistics is primarily engaged in the after-sales service support of mobile devices.

Operating as an authorised service centre for numerous prominent mobile handset manufacturers, the business manages the after-sales service models for all devices that are available on the Spark and Skinny networks.

In addition, Telegistics provides both warranty and non-warranty support for a number of technology manufacturers, including Apple, Microsoft, Huawei, Samsung and Sony, alongside Alcatel, BlackBerry, HTC and Nokia.

The expected appointment comes after the vendor laid the foundations for distribution change earlier this month, overhauling its local strategy to part company with Dicker Data and Ingram Micro, appointing Westcon-Comstor as a sole distributor.

As reported by Reseller News, the decision followed a detailed six month tender process, and has been labelled by many as the biggest change to Cisco’s go-to-market strategy across the country for over a decade.

“We have a great relationship with Dicker Data and a great relationship with Ingram Micro,” said Cisco country manager Dave Wilson, when speaking to Reseller News at the time.

“This was about changing how we go-to-market and aligning with our customer needs and that of our own. Ingram Micro is a very important partner of Cisco’s globally, and Dicker Data is a very important partner in Australia so we are negotiating on how that goes.”

At the time of the appointment, Wilson told Reseller News that the ongoing discussions around the Cisco Spark service, and its impact on Spark in New Zealand from a naming rights perspective, were not part of the distribution decision.

“There’s nothing to talk about right now,” Wilson said at the time. “We have a great relationship with Spark, they are a great partner and we remain in conversation with them around a bunch of different things, but nothing to a point that would warrant any further conversation at this point.

“This is a process that started over 12 months ago and is nothing to do with Spark.”

According to Reseller News sources however, it appears that Cisco will round out its distribution strategy in New Zealand within a matter of days.