Samsung expands business mobile distribution through WBT

Samsung Electronics Australia has expanded distribution of its rugged mobile phones and tablets through World's Best Technology, giving the distributor access to Samsung's full business-to-business product range in Australia.

World's Best Technology, known as WBT, already distributed other parts of Samsung's business portfolio. The expanded arrangement now adds the Mobile eXperience division, making WBT the first local distributor to cover Samsung's business products across mobile, audio-visual display, home appliances and air solutions.

The agreement is part of Samsung's broader push to grow business sales in Australia. It also strengthens a channel strategy focused on selling bundled systems rather than standalone devices, particularly in sectors where customers buy and install multiple connected products at once.

The arrangement allows WBT to offer channel partners a single source for a broader product range, including mobile devices, screens, appliances and climate systems for projects that require design, installation and deployment across multiple sites.

The companies identified hospitality, accommodation, aged care, student housing and construction as key industries. These sectors often require coordinated roll-outs across rooms, buildings or properties, with mobile devices used by staff alongside fixed equipment installed on site.

Broader range

The addition of Samsung's rugged devices is central to the expanded brief. The portfolio includes smartphones and tablets designed for tougher working environments, with IP68 ratings, MIL-STD-810H compliance on relevant models, and Samsung Knox security.

Bringing those products into the same distribution arrangement as Samsung's other business lines allows WBT to package mobile hardware into broader procurement projects. That may appeal to customers managing field staff, room operations, maintenance teams or on-site services with connected devices linked to other systems.

Samsung's comments indicate it sees mobile products as a control point within larger deployments. It also pointed to demand for connected ecosystems in accommodation settings and other commercial environments.

One executive framed the move as a response to growing customer demand.

"There is a growing appetite for custom, enterprise-ready technology products being rolled out as an ecosystem that is fully connected, specifically within accommodation scenarios across various sectors," said Gino Casha, Head of MX B2B, Samsung Electronics Australia.

"With this growing demand, diversifying our distribution mix and having mobile or tablet at the core is critical. By partnering with WBT, we are growing our network to provide greater customer access while also offering a bespoke integration option to prospective customers.

"Through our latest expansion, we are ensuring our MX solutions are considered, given a mobile or tablet has multiple touchpoints and is critical in controlling and managing an integrated solutions ecosystem."

Channel focus

The move also highlights the role of specialist distributors in the Australian business technology market. Rather than relying only on broadline distribution, vendors often work with partners experienced in system design, installation and support for vertical markets such as hotels, aged care facilities and large residential developments.

WBT appears to fit that specialist category. Samsung said the distributor's existing experience in solution deployment would help extend its reach into industries that need integrated purchasing and implementation rather than individual product orders.

For resellers and integrators, access to a broader range from one distributor can simplify planning and procurement. It can also reduce the need to source different parts of a project from multiple suppliers, particularly where mobile devices, displays and appliances must work together in one installation.

The distribution expansion comes as technology groups seek more business from sectors upgrading facilities and services with connected equipment. In accommodation and care settings, that can include in-room displays, staff devices, appliances and building systems deployed as part of a single project.

A second executive said the broader remit would support that kind of work.

"We're excited to expand our strategic relationship with Samsung to encompass full distribution of Samsung's MX solution portfolio across the Australian channel," said Jaiden Maggs, Sales Director, World's Best Technology.

"Mobile phones and tablets are at the centre of enterprise connectivity and allow for greater control and synergies. Providing the full ecosystem suite strengthens WBT's ability to deliver integrated technology solutions to our channel partners, enabling Samsung to scale its reach through our established expertise in design, installation and solution deployment.

"By combining Samsung's innovation with our specialist capabilities, we are positioned to unlock new growth opportunities across commercial and accommodation verticals."