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Security distribution player StarLink has set out an ambition to carve out a space in a crowded UK mariket delivering a value added approach that it feels sets it apart from the competition.
The UK already has its fair share of security specialists in the distribution tier of the channel but StarLink, an 11 year old firm that started life in Dubai, has kicked off an operation here with the belief there is room for it to make an impact.
The firm operates with a model that involves working with vendors, often emerging players, that cover the main areas of compliance and next generation security threats and then doing its own lead generation with customers to provide resellers with opportunities.
Avinash Advani, svp strategic alliances & international markets, and the man running the UK office for StarLink, said that it had started to expand Westwards back in 2012 moving into Turkey and then Africa and had always seen Britain as a major market.
"We want to be an engine for growth and partners and are growing a qualified pipeline," he said.
In response to the suggestion that the UK was already a fairly crowded market Advani said that no one directly competed with them and it had gained the support of its existing vendors to expand into Europe and was talking to more potential partners.
He added that there was still plenty of potential in the UK market and estbalished partners could still benefit from looking at working with someone fresh.
"There are around 130 security specialists in the UK channel," he added "Of those 130 partners most are not selling the security story but a product and they are not really taking a solution approach."
"There is a huge opportunity for an organisation that can bring them the next generation technology that they might not be focused on today," he said.
To get its recruitment and presence in the channel moving quickly the tactic is to recruit channel experts that have a strong knowledge of the UK market and a bulging reseller contacts book,
"It is a journey and it is not going to happen overnight...by the end of the first year everyone should know who we are," he concluded.