D-Link steps into solutions with Whitegold

D-Link has signed a distribution deal with security distributor WhiteGold, marking a major initiative for both companies, representatives said.

Whitegold had approached the vendor looking for IP security cameras but had decided to take on D-Link's complete range and step outside of the security niche.

The signing marked D-Link’s recent decision to move from selling products to selling solutions for home and corporate markets initially in the security space, D-Link indicated.

The solutions-based approach was part of a global change in direction mandated by D-Link CEO Tony Tsao, who was in Australia this week to oversee the launch with WhiteGold.

Whitegold was recruited to assist the vendor in its ongoing efforts to rebrand for the corporate market and would promote its services as a value-added distributor to its resellers, Dominic Whitehand, managing director at Whitegold, said. Services included wireless site surveys, installation and configuration assistance.

“The amount of synergy between our two organisations is unbelievable,” D-Link Australia CEO Domenic Torre said.

“It was quite unexpected,” Whitehand added. “A lot of people would be unaware of the breadth of D-Link.”

Whitegold had been thinking about expanding from security into a broader solutions-focused role, Whitehand said.  “We are already getting a lot of demand for solutions in managed services.”

For example, a reseller in Western Australia was looking for an IP camera solution for a customer that wanted to lease the solution by the month rather than pay a single, capital expense.

The D-Link range, which covers wireless routers IP cameras and consumer electronics such as digital photoframes and the Boxee set-top box, was a big addition, Whitehand said.

Whitegold has hired a product manager in part to run the D-Link portfolio and was searching for an engineer for its WA office.

Whitegold was looking for more resellers, particularly those engaged in selling solutions. The distributor claimed it had 1500 resellers on its books, including 250 regulars.

Whitegold is D-Link’s fifth distributor, joining BlueChip, Ingram Micro, Synnex and Lan1. The vendor would retain its original four distributors to cover its broad-based distribution, with WhiteGold to focus on building its solutions-based business.