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AVG Business executes distribution strategy

AVG Business is expanding its relationships with distributors, particularly specialized companies and those covering particular geographic regions.

The business segment of AVG Technologies entered one such agreement in recent weeks with EarthBend, a value-added distributor focused on business telecommunications and IT offerings. EarthBend, based in Sioux Falls, S.D., disclosed May 24 that the company now carries AVG Business’s Internet security software and managed services products.

The move is part of AVG Business’s broader go-to-market strategy, which the company put into place early this year. The strategy is built around three sales motions: partner sales, account sales and distribution sales. The distribution sales piece of the channel initiative initially focused on Ingram Micro Inc., Synnex Corp. and Lifeboat Distribution in North America. The company over the past 60 days has been adding distributors in other regions and technology specializations, noted Francois Daumard, vice president of global channel sales at AVG Technologies.

In Europe, AVG Business has added CMS Distribution, Advanced Digital Network Distribution (ADN), InfiniGate and ABSIS. CMS Distribution, which Daumard said is the largest value-added distributor in the United Kingdom and Ireland, focuses on areas such as data storage, networking and IT security. ADN, also a value-added distributor, covers Central European countries including Germany, Switzerland, Austria and the Benelux countries.

Infinigate, meanwhile, is a value-added distributor specializing in security technology. And ASBIS, based in Cyprus, lets AVG Business enter new markets in EMEA. The distributor has operations in countries including Belarus, Croatia, Poland and Ukraine.

“We are looking to [ASBIS] to bring us to markets where we have never been,” Daumard said.

Back in North America, EarthBend’s managed services operation had been using AVG Business’s Managed Workplace remote monitoring and management tool. The company has also been a member of AVG Business’s partner advisory council. Daumard said that background makes EarthBend an effective “advocate and ambassador for us.”

Overall, Daumard said the growing distribution roster fulfills the company’s channel vision: Partner with smaller, specialized distributors as well as broad-line technology providers.