Digital Networks Australia has announced a restructure of its distribution business with a new name, DNA Connect, and intent to seek new vendors in order to diversify its offerings.
"We've decided to create a stand-alone business unit for our traditional distribution business," said Munsoor Khan, executive director of DNA Connect.
"This structure gives us the flexibility in the future to take high quality products and services to markets that we don't currently address," said Khan.
Khan told CRN that DNA Connect is currently under negotiations with two new vendors.
"One of those vendors has a wide range of products, and that'll give us an opportunity to play in areas that we're not currently in," said Khan. "We'll be ready to reveal who this new vendor is in a few weeks time."
DNA Connect also launched three new reseller assistance programs to accompany the rebrand. CustomerConnect will offer the resources of its internal marketing team to resellers; TechConnect provides partners technical demonstrations; and the KnowledgeConnect program chips in with how-to knowledge for DNA Connect's partners.
Khan said that the business has "evolved dramatically over time".
"We now distribute much more than networking products, therefore [the name] Digital Networks Australia was no longer representative of our wide product portfolio."
"Our partners and suppliers already refer to us as DNA so this is a subtle change. It's business as usual," said Khan.
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