A10 Networks Signs VAD Agreement with Cloud Distribution Extending to Saudi Arabia, Bahrain and Egypt

A10 Networks (NYSE: ATEN), a technology leader in application networking, today announced that it has signed Cloud Distribution, a next-generation value-added distributor (VAD) based in Saudi that specialises in bringing new, innovative and disruptive security​, networking and storage​ solutions to market, as a value-added distributor for the Saudi, Bahrain and Egypt markets. The agreement enables Cloud distribution and its strong network of resellers and system integrators to offer the entire range of A10 Networks solutions including Application Delivery Controllers (ADCs), DDoS mitigation solutions, IPv4 Scaling/IPv6 Transition solutions and network management products to enterprise customers looking to accelerate, secure and optimize the performance of their data centre applications and networks. The distributor will also provide technical support and professional services to customers. 

“The addition of Cloud Distribution strengthens our distribution model. The company shares the same values and vision as A10 Networks, has an excellent understanding of the market and reputation, an impressive portfolio of large enterprise customers in key verticals, a wide partner network and a highly competent technical team. All these attributes make it a valued partner and we have no doubt that this relationship will greatly strengthen A10’s reach throughout the region,” says Glen Ogden, Regional Sales Director, Middle East at A10 Networks.

Cloud Distribution invested early in the relationship by having multiple system engineers, sales engineers, and a team of professional services personnel in Saudi plus system engineers in Egypt, trained and certified by A10 Networks. The company developed an in-house lab and invested in Proof of Concept (PoC) units for resellers to test, train and familiarize themselves with A10’s solutions. It will also be organizing multiple partner enablement workshops every quarter that will educate channel partners about the latest technology trends and product innovations, as well as provide unique insights to drive the sales pipeline and revenue growth. Cloud Distribution will help A10 Networks tap into the government, education and healthcare sectors, where the distributor has deep knowledge selling into these verticals.

Over the past two years, A10 Networks made significant investments in the Middle East region - including new sales, presales and support staff, offices and partnerships. 

“With local tech support centres in UAE and Saudi, A10 Networks believes that having ‘feet on the ground’ gives A10 a competitive advantage, besides factors like market-leading technology and innovative financing models,” says Ogden.

Commenting on the relationship, Mr. Thamer Abdallah, General Manager at Cloud Distribution says, “Whether it is application delivery, virtualization, cloud enablement, security or IPv6 migration, the A10 Networks solutions are the next evolution in application networking. A10 Thunder series solutions deliver unrivalled performance in a 1RU form factor, fully featured without any licensing, which is changing the face of application/service delivery. We are excited at the prospect of partnering with the company. Our dedicated and passionate team will work hard to actively promote the A10’s value proposition to customers in the region.”