Sony Ericsson provides Rutronik with European M2M franchise - Embedded.com

Sony Ericsson provides Rutronik with European M2M franchise

LONDON — Rutronik Elektronische Bauelemente has signed a pan-European distribution agreement with Sony Ericsson, a provider of wireless machine-to-machine (M2M) technology.

It will act as a distributor for Sony Ericsson's portfolio of wireless GSM, GPRS, WLAN, UMTS, CDMA and EDGE products across 24 countries of Central, Northern, Southern and Eastern Europe.

Rutronik has recently established its Wireless Competence Centre, based in Sweden, to consolidate pan-European support for wireless customers to include technical support, application development and the handling of purchasing and logistics. Wireless will be gradually expanded into a separate Europe-wide division alongside active, passive, electromechanical components, displays and embedded boards. It recently expanded its Nordic operations by recruiting some ex-Eurodis staff.

Thomas Rudel, Managing Director, Sales and Marketing at Rutronik said, “Our partnership with Sony Ericsson gives our linecard a major boost in the wireless sector and reinforces our position with customers as a pan-European solutions and systems provider. With a team made up of product marketing, sales and field application engineers, we intend to set up a new pan-European division in order to exploit adequately the promising potential thrown up by M2M communication in particular. Intensive contact with the manufacturers also enables us to obtain direct support via the manufacturers' R&D departments – a service that other distributors cannot offer in this form.”

Andrew Suttle, Director of Telemetry & Telematics at Sony Ericsson, said, “Sony Ericsson already has a presence in Europe and has partnered with Rutronik to further penetrate the market and increase awareness of its product portfolio.”

Lars Mistander, manager of the Wireless Competence Centre at RUTRONIK, has 28 years' experience in the technical distribution and marketing of wireless products on a European level. Mistander said, “The key to success lies in organising all activities in a pan-European way yet still acting locally. To achieve a good result it is important to work together as a team, and to encourage local initiatives and responsibility. A close and good relationship with our key suppliers is just as important for successful business development. We intend to set up a comprehensive European Wireless Linecard, which with RFID, ISM, Bluetooth, WLAN, ZigBee, GSM/GPRS and GPS, will cover the most important technologies.”

The company has also recently launched a displays and embedded boards division.

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