Arrow S3 Focused on Services

Citius Altius Fortius. That was the theme at the recent ArrowS3 national sales conference. The Olympian expression translates to Faster, Higher, and Stronger. That’s a powerful and timely mantra for the UC channel. The conference opened with the lighting of a mock Olympic cauldron, and closed with a motivational keynote by Apolo Ohno. Avaya, a diamond sponsor of the event, is also sponsoring the 2014 Winter Games in Sochi.

ArrowS3 bills itself as a UC focused systems integrator (SI). Rather than running from the UC handle, ArrowS3 is defining its business around it. ArrowS3 is a wholly owned subsidiary of Arrow, a +$22 billion, electronics distributor. It is Avaya’s 3rd largest partner with a large customer base of both “Avaya Red” and “Avaya Blue” (Nortel) customers that stemmed from its prior lives as separate super-VARs Shared Technologies and Cross Telecom.

To be a top UC SI moving forward, ArrowS3 believes a portfolio of multiple brands is required. In addition to Avaya, it is building an internal Lync practice, and offers Cisco product and services through a relationship with the ShoreGroup. ArrowS3 also offers Unify, Mitel, NEC, AVST, Genband, Polycom, and … actually there were 66 vendor partners co-sponsoring the event. Each was hoping to increase its mindshare among the members of the S3 sales team.

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