Cradlepoint Initiates Aggressive European Expansion Plans

The expansion will create many new opportunities for partners.

Edward Gately, Senior News Editor

May 29, 2020

3 Min Read

Cradlepoint has unveiled rapid European expansion plans with senior hires, plus investment in new teams and new product offerings.

The company says it’s going global this year, winning more customers across northern, central and southern Europe. It provides cloud-delivered LTE and 5G wireless network edge services.

James Bristow is Cradlepoint’s senior vice president of EMEA. He said the European expansion will create many new opportunities for partners.


Cradlepoint’s James Bristow

“Our objective is to ensure that we have good distribution capability within the region,” he said. “In this respect we will be expanding our value-added distribution coverage. Beyond this will be the focus on reseller and system integrators who build solutions around Cradlepoint solutions where cellular is the preferred technology. Think of the enterprise stack for edge, where you have connectivity, security and high-performance data requirements. We essentially add a very dynamic agile, affordable component to their mix to complement and differentiate their solution. Another important thing to highlight is that we are a cloud solution that maps to many of their as-a-service initiatives.”

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Cradlepoint also works with service providers, Bristow said.

“We are almost the perfect foil for mobile service providers who lead with cellular plans and wish to expand these services,” he said. “Think of us as providing a car and the service provider providing the tires on a regular basis (renewal). These service providers are keen to ‘cut the wire’ and build intelligent enterprise solutions that play to their core strengths.”

New Channel Leaders for European Expansion


Cradlepoint’s Evert Suur

Evert Suur, previously Forescout‘s head of channels for northern Europe, joins Cradlepoint as area director for northern Europe. He will drive Cradlepoint’s go-to-market strategy in the Netherlands, Belgium and the Nordics.

Lorenzo Ruggiero also joins Cradlepoint as area director for southern Europe. He was Infovista’s country manager for Italy. He will lead customer satisfaction initiatives, partner relationships and revenue growth across Italy, Spain, France and Portugal.

In addition, expansion and new hire announcements for central Europe are forthcoming.


Cradlepoint’s Lorenzo Ruggiero

In each region, the company will build a sales and support team throughout 2020. Cradlepoint will hire team leaders, sales engineers and business development executives.

Cradlepoint’s go-to-market strategy in Europe will be driven through third parties and partner programs in each region. Also, the company is recruiting partners across Europe as part of its expansion plan.

“We partner for complete solutions in all three of our solution swim lanes of branch, IoT and mobility,” Bristow said. “Wireless connectivity is an entirely new dimension of networking pioneered by Cradlepoint. The market is predicted to grow at a compound annual growth rate of approximately 50%-plus for many years. Those partners that embrace the change will reap the rewards of rich differentiation and a revenue base mapped to subscription services valued in the billions.”

Keep up with the latest developments in how the channel is supporting partners and customers during the COVID-19 crisis.

Amid the COVID-19 crisis, Cradlepoint has been rolling out new products and services to support the European market. It has seen an increase in demand for products that can support pop-up health care environments, home working and retailers.

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About the Author(s)

Edward Gately

Senior News Editor, Channel Futures

As news editor, Edward Gately covers cybersecurity, new channel programs and program changes, M&A and other IT channel trends. Prior to Informa, he spent 26 years as a newspaper journalist in Texas, Louisiana and Arizona.

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