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New APC chief broadens market focus

New APC chief broadens market focus

Newly appointed American Power Conversion (APC) country manager, Gordon Makryllos, wants to spring the vendor out of its traditional UPS mould and drive take-up of its broader range of networking infrastructure products.

Makryllos said his first task was to increase the company's brand awareness to include security, cooling, racking and manageability solutions. This would involve crafting marketing campaigns in conjunction with the company's channel to improve sales right across the consumer, SME and enterprise markets.

"My biggest challenge is to work with channel partners to make sure they understand that APC has moved into a whole new space in the market and I want them to recognise we are more than just a power vendor," he said.

Makryllos replaces Leanne Cunnold, who has been promoted to an Asia-Pacific role.

He has an extensive background in IT and was previously the general manager of sales and marketing at Siemens.

Makryllos said he would also be focused on ramping up the number of resellers working in its Channel Partner Program, particularly those working with its InfraStruXure solution.

The program offers hands-on training, marketing support, preferred pricing, access to APC demo centers, a web-based tool to help them provide the right solutions for their customers along with sales and technical support.

"There is room for a range of channel partners and as more industries are moving over to VoIP solutions, everyone is beginning to be concerned about what will happen when the power goes down," he said. "That's where APC can step in and provide a range of integrated solutions."

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