Telarus Debuts New Brand Down Under

Tradewinds Brokerage is the brand Telarus has chosen for its expansion to Australia and New Zealand (ANZ).

Tradewinds will focus on supporting local technology experts in the brokerage of cloud-based services such as cybersecurity, contact center, UC and storage. Telarus said this is the first technology distributor of its kind in ANZ.

Amy Bailey, Telarus’ vice president of marketing, tells Channel Partners the primary aim of Tradewinds is to grow the Australia market.

Telarus’ Amy Bailey

“U.S. partners will benefit in that we will have a more international presence,” she said. “We don’t anticipate any other changes for Telarus partners with the launch of Tradewinds Brokerage. Our current support structure in the States continues to grow to meet the needs of U.S. partners. Our regional VPs and senior partner development managers will continue to work with partners on their growth strategy and to identify how we can support them in new opportunities.”

Partners will be instrumental in expanding the broker model in ANZ, Bailey said.

“We have been interviewing current Telarus partners to learn from them what they would do different in the launch of their business so we can share that with the Tradewinds partners,” she said. “We have recorded a series of videos for them to meet the Telarus partners and learn best practices.”

Earlier this year, Tony Heywood was named Tradewinds’ head of channel and will run its day-to-day operations.

“Talking with the partners in Australia, they are very open to the master agent model and are excited to work with Tony … to learn how Telarus can support them with opportunity identification, marketing and engineering,” Bailey said. “We are starting here with cloud, UC, security and contact center.”

Tradewinds is educating and recruiting the first batch of cloud brokers, helping them develop go-to-market strategies, refining their marketing and giving them the blueprints to grow their staff, according to Telarus. It also will be working closely with its suppliers, some of them with assets currently deployed in Australia.

“Although our business inside the United States has continued to grow at a robust 40 percent-plus in each of the past three years, we felt it was important to establish Tradewinds in ANZ to help us take the cloud-broker model to new markets,” said Adam Edwards, Telarus‘ CEO. “For us, that place is Asia, with Australia and New Zealand as a starting point. We see the broker model there in its infancy, waiting for a market leader to come in and take a leadership role.”

In terms of future expansion, Scott Forbush, Telarus’ senior vice president of sales for the United States and Canada, is looking for a regional vice president candidate in Canada.

“We plan to expand to Canada and then will look for other growth opportunities,” Bailey said.