Keysight Technologies is shifting up a gear as it aims to increase its sales through distribution in the Europe, Middle East, Africa and India (EMEAI) region. It has created a concept dubbed Premium Plus which will see it working closely with a select group of distributors. These distributors will add heft to their technical support enabling them to sell more sophisticated test instruments via the channel, alongside more commoditised products.

“We want engage more with distributors to grow the market,” says Alessandro Pino, Head of Indirect sales for Keysight in the EMEAI region.

At present the distribution channel represents 30% of Keysight sales in EMEAI.

The Premium Plus distributors all work in local markets. Geotech will cover the market in Germany. Microlease and Aimtech will serve the UK market. Testhouse Nordic and Czech Republic-based HTest.

“These companies have the infrastructure, the quality standards and the technical expertise to serve the Keysight customer base,” says Pini.  “They will help us address growing market test needs, such as the internet of things (IoT), energy, medical, smart homes and industrial automation.”

These companies will have an extended product profile embracing spectrum analysers, RF analysers where a more technical supported sale us required.

The companies are investing in inventory – “time to market is important,” asserts Pini.

Keysight also sells its product through the high service distributors including RS Components Premier Farnell, Distrelec and the recently-signed Mouser Electronics

Says Pini, “With more customer products needing comprehensive multi-domain signal generation and analysis in RF and microwave frequency ranges, Keysight partners can now offer solutions from DC to RF creating a one-stop-shop of experience and expertise.”


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