If you’re as immersed in the global cloud and cybersecurity space as we are, you likely already know the name Telarus. But following a major launch and rebrand, Australian and New Zealand tech experts will now know the leading U.S. master agent under a new name: Tradewinds.
You might be asking yourself, “What’s in a name?” When it comes to the Tradewinds Brokerage launch, it’s more than you think. Much more.
The launch of Telarus’ master agent services in Australia and New Zealand promises to shake up the Asian tech landscape. Here’s what you need to know about Tradewinds (including why it should matter to businesses like yours).
What will Tradewinds Brokerage do?
At a basic level, Tradewinds Brokerage operates just as Telarus, its U.S. counterpart, does. Its cloud and cybersecurity engineers work alongside local tech experts to assess and facilitate cloud-based services (think: cybersecurity, contact center, unified communications, storage and contact delivery network). Tradewinds’ agency partners gain critical support in designing, pricing and sourcing these tech solutions. With this brokerage model comes the promise of allowing agents, MSPs, VARS and IT consultants to be “vendor agnostic,” as the company puts it on its official website.
Tradewinds Brokerage is the first tech services distributor of its kind in the region. And it’s betting big that the move will pave a clear path forward in key global markets.
Above: with Merrick Watts and Shane Muller, Managing Director of OBT, Tradewindslaunch event partner
Who’s leading the launch of Tradewinds?
A move this significant requires steady leadership. Tradewinds is betting that former Westcon executive Tony Heywood will be just that as director and head of channels. In the role, he’ll introduce a local version of Telarus and its cloud-based model, plus oversee and conduct Tradewinds’ day-to-day affairs.
Heywood was named director at the formal Tradewinds launch party, which took place at the Ivy Sunroom in Sydney on August 21. More than 150 people—including early supporters of the cloud brokerage model OBT, Rackspace, RingCentral and NICE inContact—attended the event alongside key partners and sponsors.
Why does the Tradewinds launch matter?
Telarus’ cloud-based broker model has been a huge success in the U.S.—and that’s an understatement. The master agent was named to the Inc. 5000 for the second consecutive year in 2018, boasting a 156% three-year growth rate that puts it squarely in “hyper-growth” territory.
With hockey-stick growth projections and a robust network of 175 network and cloud service providers, it’s not surprising that Telarus is one of America’s fastest-growing companies. Now, it’s looking to recreate that success story in key global markets.
According to the CEO of Telarus, Adam Edwards, the launch of Tradewinds in Australia and New Zealand is the gateway for taking the cloud-based model to key Asian markets. In the near term, Tradewinds has its sights set on mirroring its U.S. market dominance in ANZ. (With the current Australian cloud market valued at $5B, with a reported 18% annual market growth, that’s a significant opportunity.)
So how does Tradewinds Brokerage foresee expansion? For starters, the master agent is actively recruiting and training cloud brokers to help them create successful market strategies. The company will also work with suppliers to ensure they capture their share of the market, often through assets deployed in Australia.
Tradewinds has already seen remarkable gains. Heywood and Edwards reportedly secured 40 potential partners in the weeks leading up to last week’s launch. The flexibility of Tradewinds’ referral and agency model has also yielded notable platinum partners such as CenturyLink, Comcast Business, Five9 and Viasat.
Hot on the heels of the Tradewinds launch, Heywood already visualizes a winning future, predicting the agency will be the “leading cloud services distributor run by Australians, for Australians.” And that represents an undeniable win-win—ensuring experts like OBT can keep delivering unparalleled solutions to our clients.