Trango Broadband Wireless
Returns to Proven Direct Sales Model for U.S. Market
—Decision reflects company objective of getting closer to end
customers in their home market, and availability of increased resources
at its U.S. headquarters—
SAN DIEGO, CA — November 9, 2005 — Trango Broadband Wireless,
an industry leader in fixed-wireless broadband connectivity solutions,
announced today that it is transitioning back to direct sales for the
U.S. market. "Returning to a direct sales model for the U.S. is clearly
the right choice for the company," said Colin Boyd, vice president of
sales for Trango Broadband Wireless. "One of the great things about
Trango is that we are always open to better ways of doing business. For
the U.S. market there are a myriad of distribution options available to
us, and we have tested several. But it became crystal clear to us at
the recent ISP-CON show, where Trango gathered for a day with many of
its customers, that one thing they need from their manufacturing
partners is close coordination on issues ranging from product and
feature requirements, to joint marketing programs, to even lobbying
initiatives to ensure that the voice of the fixed broadband wireless
industry is heard by government and consumers. We have a great
product—real broadband access—and working closely together is the best
thing for Trango and our U.S. customers."
Todd Easterling, vice president of marketing said, "This decision is in
lockstep with our new branding strategy whereby we are going to
basically scream from the rooftops what differentiates Trango from our
competitors. In the next couple months you will see a new face on the
company. Frankly, Trango, to a great extent, has been the quiet giant
in the wireless industry—a group of modest and talented engineers going
about the introduction of extremely innovative products, but rarely
communicating the advantages of these products as well as we should.
The bottom line is that Trango is virtually the only end-to-end fixed
broadband wireless manufacturer in the industry. Not many customers
know that we actually own a world-class factory and design and build
every radio we sell—whether it is point-to-point backhauls or
point-to-multipoint mass subscriber networks," added Easterling. "For
our U.S. customers, this is a huge advantage. You can't get closer to
the product than buying directly from the factory that tailors that
product exactly to your needs. And likewise, Trango can't get closer to
the U.S. market than selling directly to the people who install and use
our technology every day."
Trango Broadband Wireless has also added to its sales and marketing
team recently, which has increased its capability to serve its home
market directly. The company hired a new vice president of marketing,
vice president of sales, CFO, director of finance, and doubled its
engineering department. It is also adding to its applications
engineering, quality control and product management departments.
"We are more than capable of not only returning to the direct sales
model in the U.S., but also building on the programs that previously
played a critical role in the company's high growth," Mr. Boyd said.
"The products practically sell themselves. That's not the challenge.
The goal of this initiative is to work hand-in-hand with the U.S.
customers who actually deploy wireless networks in the U.S., right in
our backyard — the ‘boots on the ground' input that drives winning
products and winning sales programs." Mr. Boyd added that this change
only impacts U.S. distribution, where Trango's headquarters and
regional sales people are based.
15070 Ave of Science,
San Diego, CA 92128
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