As an independent distributor of computer hardware, AV kit and a provider of professional services, Square 1 Products is strategically placed to help resellers capitalise on convergence opportunities, according to Sales Director Gary Conner.
Square 1 Products specialises in the distribution of Cisco, HP, IBM and Smart Technologies and operates out of offices in Cheshire, Surrey and Bordeaux in France, so a next day delivery service across Europe is standard. According to Conner the company is known for its flexible approach and can-do attitude. "We are constantly looking at how we can work with our resellers to ensure that they are able to maximise their own customer relationships," he commented.
"Whether the challenge be technical or financial we are often able to find a solution that allows or partners to deliver even the most complex of requirements. We have expanded our product and service portfolios by adding complementary lines that allow our partners to offer complete solutions. This in turn ensures that they are able to win new business, enhance their customer loyalty and build their own status as a trusted adviser."
He noted that lucrative hardware and services contracts are often passed over due to a perceived lack of expertise or strength to capitalise on these opportunities. But resellers working on large client services installations are able to embrace opportunities to supply hardware by working closely with Square 1 Products and its key partners to leverage their expertise.
The Square 1 Products Technical Services arm operates exclusively through the channel and offers a broad range of technical and engineering services across IT infrastructure, networking, server and storage solutions plus AV. Square 1 Products' engineering delivery structure is organised into three main technology pillars - IP Communications and Security, Computing Services and Audio Visual Services. Another piece in the Professional Services picture is a line up of leasing packages.
The company was formed in 1991 by US-based Harry Shields and John Gallagher who wanted to distribute IT hardware in Europe. In 2001 Conner was part of a management buyout with Shields and Financial Director Patrick Wyly. Since then the distributor has expanded its range to include networking and AV products and services, and has grown to a headcount of 30 staff with revenues of over £23 million. Its customers range from small independents to large multi-national companies, and a large portion of its reseller-only customer base have been trading with the company for over 15 years.
"I have spent over 20 year in the IT distribution market which has seen many changes, one of the latest being the convergence of IT with AV and telecoms," said Conner. "The corporate AV market is expanding rapidly and we are seeing growth in all markets including training, video conferencing and digital signage. We have different ranges of products and solutions to suit all budgets in these sectors and capability to offer white label services that our resellers can supply as their own. We strongly believe that this collaborative approach with our resellers will provide the best opportunities for us all."
According to Conner Square 1 Products' core strategy is based around customer requirements, and he cites the firm's move into AV some years ago was a classic example of this approach.
"As markets converge we are now ideally placed to help fill the AV skill gaps that some of our IT partners have or provide the IT services that our AV partners require," he explained. "We are able to help our resellers leverage their customer relationships and supply a fully supported solution to requirements that they previously may have walked away from. We see this as the best way for Square 1 Products and our resellers to grow together. We are constantly looking at how we can help rather than finding a reason not to engage. We are happy to work closely with our partners to overcome technical, product or even financial obstacles."
As the market continues to evolve Conner predicts that resellers will need to form more alliances to help them supply complete solutions around their own specialities. "This market will continue to create new opportunities," he stated. "It is best to keep costs down when exploring new opportunities and the most effective way of achieving this is to form partnerships that are based firmly in trust from the outset of the relationship.
"This formula enables resellers to address new markets such as the corporate AV sector which is poised for significant growth with new opportunities around VC, collaborative technologies and digital signage. To stay ahead of the game we respond to market demands and add complementary products to our portfolio such as new a range of teleconferencing products that are in the pipeline."
Another big addition to the Square 1 Products kit bag are display solutions from Philips. According to Conner this distribution deal strengthens its position in the AV market and opens up new doors of opportunity. "Along with the traditional demand from the educational marketplace we are now seeing a growing demand for AV products driven by corporates," he stated. "Our experience in IT hardware and networking combined with our knowledge in the AV market enables us and our resellers to address a broad scope of customers."•