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Future focussed: Alliance Wholesale Limited takes flight

NZ Security, June/July 2017

Itron and Zone Technology have merged to form New Zealand’s newest security technology wholesale company, Alliance Wholesale Limited, in a move set to provide improved service and support to integrators and installers.


The big business news in the security technology wholesale space is the recent merger of two of the industry’s stalwarts, iTron and Zone Technology. The two companies have combined forces to create the new, larger, Alliance Wholesale Limited, which launched on 1st June.

“The purpose of this company fusion is simply to build a better and stronger company, providing a more positive result for all stakeholders,” co-founder and former Zone Technology managing director Bruce Young told NZ Security. “This will in turn deliver superior sales coverage, technical support and product back up for our customer channel.”

“Alliance will be able to offer a superior range of products, more services and a higher level of support,” stated co-founder and former iTron managing director Hasith Puwakdandawa. The new company will work more closely with manufacturers and customers to deliver solutions across access control, alarms, cable, CCTV, data products, gate motors, hardware, home automation, intercoms, IP solutions, IP surveillance, lighting control, safes, telephone systems, and tools.


Service, training and support with improved presence

With its head office in Albany Auckland, and supporting branches in Wellington and Christchurch, Alliance’s three branches will provide all-of-New Zealand coverage. Each office boasts product demonstration facilities, and three product support specialists will be available nationwide to assist, providing technical support and training.

The new company stands to benefit from the usual synergies of merger, but combining resources doesn’t mean skimping on staff, with all staff from both companies being retained and trained up. “The team is very excited by the prospect of what the new combined company will deliver to the customer base,” said Bruce.

“We are all truly excited by this positive change and eagerly look forward to communication with our respective customers and suppliers. We believe in our industry and will work to be supportive of it.”


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Decades of experience

Zone Technology and iTron each have over ten years’ experience in the electronic security wholesale field. Armed with this impressive combination, Alliance offers an effective twenty year depth of experience, technical knowledge and customer service.

ITron CCTV and Automation was established in 1999, making a name for itself in IP surveillance equipment, access control, home automation products, intruder alarms and GPS products, and lighting controllers. Distributor of a number of leading brands, the company also maintained a number of best of category products under its in-house ITRON® brand.

Zone Technology came onto the scene eleven years ago, and has since worked on some of the country’s largest projects. Specialising in Access Control, Closed Circuit Television (CCTV), Intercom Systems, Biometric, IP Security Solutions and Intruder Alarm equipment, a strong partnership philosophy underpinned the company’s approach to working with installers and all stakeholders along the supply chain.

Together, both companies possess a combined corporate history of 30 years, with Bruce and Hasith boasting an even longer collective personal experience within security and technology wholesale.


New name, new vision

‘Alliance’, according to Bruce, isn’t just reflective of the amalgamation of iTron and Zone Technology, but also of the new company’s vision of creating an alliance between all parties in the channel from the specifier, manufacturer, distributor and integrator to the end user. “We are a wholesale company and one of our core values is to support our customer’s delivery channel,” he said.

Alliance’s slogan is ICT and Security – from Entry to Enterprise; an artful play on words. ICT and Security are our products of choice,” explained Hasith. “We realise these technologies are becoming more closely aligned and are aware of the great importance to specialise in not only security, but IT and communication infrastructure products as well.

“In terms of the ‘from entry to enterprise’ part,” he continued, “our new product portfolio covers all areas of the market from entry-level residential solutions right through to enterprise-level corporate and commercial solutions.”


Customer experience upgrade

Alliance’s website – - although not yet fully functional, will be shortly. The new site is designedto be the most modern, cutting edge website in the industry, providing a multimedia experience via videos, webchat and other features.

“We are striving to ensure a superior customer experience on the website itself and also across our social media portals,” explained Hasith. “Ordering, quote building and product selection tools will all be available via the website.”

"Our ultimate goal is to provide our customers with the following experiences: receiving and working with great value-for-money products, assistance with growing their businesses, regular training opportunities and superior technical support, monthly newsletters to ensure awareness of latest products and technology, best business internal systems to ensure smooth transactions, implementation of customer feedback systems, market competitive products and prices, solution driven offerings and advice, and frequent product demonstrations to show live working systems.”


100 percent Kiwi owned and operated

Both Bruce and Hasith are passionate about their role in providing to the New Zealand market the best products available globally, and in providing local service, support and know-how to customers across the country. And they’re proud about being 100 percent kiwi owned and operated.

What this means, explains Bruce, “is that every dollar kept here helps our economy by improving our health system, building roads, infrastructure and schools. We think that's worth supporting!”


To get in touch with Alliance: Auckland: Ph: 09 415 1500; Add: 8A Triton Dr, Albany. Wellington: Ph: 04 803 3110, Christchurch: Ph: 03 365 1050; Add: 9B Kingsley St, Sydenham.


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