Lantronix Brings Its Wireless Flavor To The Channel

Launched earlier this month, Lantronix's new WiBox is an external device server that brings 802.11 wireless network capabilities to any device with serial connectivity. The new product fills out Lantronix's wireless offerings, which already include WiPort, an embedded device server.

"VARs may have applications where customers need to add wireless connectivity to legacy devices, and with WiBox they can do that very easily," said Chris Humphrey, vice president of marketing at Lantronix, Irvine, Calif.

For example, solution providers could help hospitals provide connectivity to medical carts so nurses could wirelessly collect data from equipment such as blood glucose analyzers. Or, warehouses could wirelessly take inventory via forklifts, Humphrey said.

WiBox currently supports 802.11b deployments, although the company plans to add support for 802.11g in future versions, he said. Pricing for WiBox, which includes two serial ports, starts at $349.

Lantronix also earlier this month announced that several of its products now support the National Institute of Standards and Technology-certified Advanced Encryption Standard. By adding government-grade encryption capabilities to its products, including its SecureLinx SLC Console Managers, ActiveLinx Console Servers and SecureBox Device Servers, Lantronix hopes to appeal to a broad range of VARs and integrators with security-conscious customers, particularly those working with government agencies, Humphrey said.

In addition to its new product offerings, Lantronix hoped to educate solution providers at the conference about its eight-month-old Premier Partner Program.

The program is part of a shift in Lantronix's strategy to push the majority of its sales through channel partners, said Errett Kroeter, director of channel marketing at Lantronix.

"We're transitioning from a hybrid model to a full channel model that emphasizes working with partners," Kroeter said.

The Premier Partner Program includes Platinum, Gold and Silver designations built around revenue commitments. The program provides partners with a full array of services including marketing assistance, MDF, lead generation, joint sales calls and free training and certification.

Lantronix has also restructured its sales model to provide its salespeople with equal compensation for direct and indirect sales, Kroeter said.

Currently, about 70 percent of the company's sales go through channel partners, heading toward 90 percent by the end of the year, he said.

"We've reoriented the entire company toward supporting the channel," Kroeter said.