Expansion of Cradlepoint’s EMEA channel partner programme is a core focus for growth across the region

Cradlepoint calls for new channel partners for multi-billion Wireless WAN market in EMEA

Cradlepoint is sourcing new channel partners for a piece of the reported “multi-billion opportunity” in the EMEA Wireless WAN market.

Partners in the region can can take advantage of the full range of resources that Cradlepoint make available, including its Technical Alliance Partner programme (TAP), 5G for Enterprise Branch Specialisation portfolio and increased investments in people, platforms, and programmes.

This comes as something of a ray of sunshine amidst the dark economic clouds cast by the Coranavirus pandemic. The company moved into this sector with some momentum created by its rapid expansion into the EMEA region, led by Senior Vice President James Bristow and recently hired sub-regional leads Evert Suur, area director for Northern Europe, and Lorenzo Ruggiero, areadirector for Southern Europe. This follows the launch earlier this year of it latest portfolio of 5G solutions, powered by its NetCloud Service.

“Cradlepoint’s professionalism and understanding of both partner and end-user needs are reflected by the company’s clearly envisioned portfolio of 4G LTE and 5G vertical-based solutions for Branch, IoT and Mobile” said Jos Ouwerkerk, managing director at Cradlepoint partner Capestone.

“Through our partnership, we’ve also benefitted from the company’s strong support teams on both project-based and ongoing business initiatives. Importantly, Cradlepoint is a reliable partner that invests in the resellers of its solutions, helping to grow shared business and generate good margins on its total portfolio.”

A new era of connectivity in EMEA
Gigabit-speed 4G LTE is becoming available across a growing geographical footprint, having already been deployed/launched by the reported 315 operators across 142 countries/territories globally. In addition to the growing availability of competitively priced unlimited data plans, this new network paradigm is set to cause massive disruption in the enterprise wireless space.

At a time of dwindling network infrastructure margins and the increasingly unsustainable cost of MPLS connectivity, responding to this trend is crucial. Through Cradlepoint’s strategic channel initiatives, partners can realise the evident potential of WWAN for their customers, while also driving increased recurring revenue, higher margins, and more pull-through sales.

“The technological and economic context in which we find ourselves in is unlike anything seen before” said James Bristow, Senior Vice President EMEA. “The obsolescence of wireline connectivity has for a long time been evident, but the new imperatives of agility, flexibility and mobility brought on by COVID-19 have brought this issue to the fore. As more and more organisations look to cut the cord and embrace the WWAN revolution, Cradlepoint is determined to open this huge market opportunity to more partners throughout the region.”


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