​Dicker Data deepens Dell play with expanded Aussie portfolio

David Dicker - CEO, Dicker Data

Dicker Data has expanded its portfolio of Dell products in Australia, with the distributor now offering PC, notebook, monitors, server, storage and networking to local channel partners.

Having first struck up a deal in 2014 amidst the distributor’s acquisition of Express Data, the extension of the distribution agreement follows a successful stint selling Dell thin clients and monitor ranges.

Terms of the deal will now see the distributor gain access to Dell’s full notebook, PC, workstation, thin client, monitor, server, storage and networking product ranges for the Australian market.

“We’re pleased to be announcing our new distribution rights to the Dell product portfolio,” Dicker Data Chairman and CEO, David Dicker, said.

“The Dell range completes our line-up of global tier-one vendors and enables us to provide our partners with more choice than ever before. It’s a particularly good time to be partnering with Dell given their increased channel focus.”

The expansion comes less than three months after Dell launched its new partner program in Australia, Partner AdvantEdge.

As reported exclusively by ARN, Dell Partner AdvantEdge is a partner’s sales representative loyalty, points based incentive program created exclusively for Dell channel partners.

“Dicker Data has a strong understanding of the market and its customers,” Dell A/NZ General Manager of Channels and Alliances, Geoff Wright, added.

“The expansion of our relationship will help the knowledgeable team at Dicker Data achieve their business goals and growth which in turn helps Dell achieve its goal to continue accelerating partner expansion and growth.”

Since joining the tech giant to lead its trans-Tasman channel in April 2015, Wright has deepened Dell’s channel play in Australia, expanding the breadth of products available through distribution.

In response to strong channel growth across the country, the one-time direct vendor has opened the door to a widening of the products available to its current distributor base in Australia, which covers Avnet, Dicker Data, Hills and Ingram Micro.

“Dell is continuing to invest in the channel to ensure the best outcomes for our partners,” Wright added.

“The extension of our agreement with Dicker Data will further enable it to succeed in our partnership but also ensures its customers are given choice and rapid availability when considering the right solution.”