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Value Adding Distributor Announces European Expansion Plans
INFOSECURITY EUROPE, LONDON; Stand G22 – 27th April 2010: VADition, the value adding social enterprise distributor, today announced the news of the opening of its Benelux operation based in The Hague, The Netherlands. VADition Benelux BV extends the reach of VADition’s operations and heralds the first move into mainland Europe for serial channel entrepreneurs Ian Morris and Neil Ledger. The expansion represents a substantial step in the company’s development strategy with the new office opening for business on 1st May 2010.
The Benelux operation will be headed up by Rob Pronk and Patrick van Arendonk, both of whom have extensive knowledge in developing new businesses in the region particularly in the areas of networking, data management and security focused technology companies. Both men have extensive insight to the Benelux market, particularly the indirect channel of VARs, systems integrators and resellers. Patrick van Arendonk previously occupied a data centre business development role with Juniper Networks and held other roles with F5 Networks and Cisco Systems. Meanwhile, Rob Pronk worked for over 15 years in various senior management positions representing US IT vendors in the European and South American markets with the likes of Cabletron Systems, Alcatel, Extreme Networks and Aruba Networks.
Neil Ledger, Director and Founder of VADition explains, “As the industry takes advantage of the ever reducing production and logistics timescales, the emphasis on continually streamlining routes to market has never been greater. We recognise that new vendors want a lighter touch market development model when launching European operations and we feel now that with the right people in Patrick and Rob, and the relatively lower cost start-up model, we have a much stronger proposition to any new vendor looking to get their presence kick started in Europe. Operationally it is much easier to manage which leaves us to focus on the sales and marketing and pre and post sales support. These represent the V in Value, and reflect the strengths VADition has become known for.”
Rob Pronk at VADition Benelux BV said, “We have observed VADition from afar for a couple of years now and its name comes up frequently as a partner upon which other European partners should model themselves. With this amount of gravitas and equity who better to launch a new value adding distribution business with? Not only this, their positioning around the social enterprise certainly sets them aside. We very much hope to replicate the model and help VADition and their vendor partners accelerate the success accomplished in the UK. We are excited about the opportunity, and to be working with two of the UK’s most respected distribution operators.”
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For more information please contact VADition Benelux BV directly:
Rob Pronk
robpronk@vadition.nl
+31 6218 90009
About VADition
VADition (www.vadition.com) is a Value Adding Distributor introducing a new wave of technologies to its partners in the UK. These technologies form the basis of its 'Intuitive Technologies' strategy, a range of Internet inspired platforms and services designed around simplifying increasingly complex and overloaded information infrastructures. The products chosen mirror the self-service behaviour of an increasingly IP savvy society - business and consumer. The characteristics of VADition’s chosen vendor partners therefore must demonstrate a belief in new business models embraced within 'Web 2.0', and have designed their technology around 'Self Service' or simplification.
Media Contacts
Zara May/David Evans
Cohesive Communications
+44 (0)1291 626 200
vadition@cohesive.uk.com
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