ATLAS IT GROUP: All industries need it because good equipment for IT networks is necessary for everyone

Investments in the production of its own products in Taiwan, portfolio expansion, and expansion into foreign markets have marked the business of ATLAS IT GROUP in the last two years since the company was taken over by Krešimir Potočki and Siniša Perković. After their entry into ownership of the company, which had previously been known for the distribution and production of equipment necessary for the implementation and functioning of IT networks and network infrastructure, it begins to reposition itself in the market as one of the leading suppliers of high-quality equipment for IT networks that, in addition to distributing foreign brands, develops its own brand ATLAS IT.

Production in Taiwan

The ATLAS IT brand is based on the production of components for copper and optical networks. It is produced in facilities in Taiwan, and the local office takes care of the development and improvement of new technological solutions and production lines and ensures quality control and logistics.

– Listening to market needs, we constantly expand the product portfolio of the ATLAS IT brand and certainly try to be one step ahead so that we can always offer the latest technological solutions to the market. All of this would not be possible without the great effort of our team in Taiwan, where we develop our own brand – emphasized Antonio Holenda, cooperation coordinator and the youngest member of the team in Zagreb.

But that’s not all: in addition to its own brand, which is constantly being developed, the company has significantly expanded its portfolio in a very short time. Today, ATLAS IT GROUP distributes some of the most well-known global brands such as Panduit, for which ATLAS IT is the exclusive distributor for the Republic of Croatia, as well as other manufacturers of audio and video equipment, special tools, and cooling systems in data centers such as Conteg, Klein Tools, Keline, and the Atlona brand.

Exclusive Panduit distributor

In the Group’s sales portfolio, there are all types of brands, from those owned by small and medium-sized entrepreneurs to corporations. In addition, its clients include large telecommunications companies, system integrators, trading houses, and installers. The product offering for all clients, regardless of the industry they come from, is extremely broad, and the group offers solutions for all types of network infrastructures. The company emphasizes excellent cooperation with its partner company Panduit, whose solutions and advice are used in the design and sizing of some systems. The cooperation has, among other things, already brought a series of continuous education for employees of ATLAS IT GROUP and customers of the group.

The ultimate goal of the company is not only to develop the professional competencies of its employees but also to educate the market, i.e., end users in some way. All technological innovations that Panduit launches and presents to the market can be seen by potential clients and future buyers at ATLAS IT, and they can also be educated on-site about how such solutions function, are installed, and put into operation. ATLAS IT GROUP highlights Panduit’s Fiber Runner optical cable distribution systems as particularly interesting solutions, and in the industrial program, they highlight the program of cable ties and tools and accessories.

– Panduit has developed tools that are extremely attractive and sought after in the automotive industry, where cable bundles are mechanically secured with ties, saving a lot of time, and all of this is distributed by ATLAS IT throughout the Republic of Croatia – the company states.

Furthermore, the group has intensively started the distribution and promotion of data center solutions with its Czech partner, supplier Conteg, particularly highlighting cooling systems and system monitoring. For these systems, it provides all necessary education to its customers and, if necessary, assistance with installation and commissioning. The long-term warranties that Conteg provides as a manufacturer guarantee the quality of the systems.

Fast delivery to the user

The comparative advantage of the ATLAS IT group, what sets it apart from the competition and on which it achieves significant market growth, is its large logistical capabilities and time savings for end users. Namely, due to the logistical resources available to the group, most equipment is available immediately.

– At a time when most suppliers of network infrastructure and related products deliver their products in two to three months, ATLAS IT stands out for its exceptional delivery speed. Namely, the group can deliver various communication and server cabinets from its warehouse at any time, whether in wall-mounted or free-standing variants. A complete program for performing installations in copper is also immediately available, from panels and outlet modules to various types of enclosures and sockets. Given that there has been very high demand for networks made with optical cables in recent years, ATLAS IT is a leader in this area because it can offer a wide range of products for both data center systems and smaller networks in small businesses or homes – the company states.

After the pivotal year of 2021, ATLAS IT GROUP operates stably, employee fluctuation is low, and regarding finances, its revenues are continuously growing due to expansion into new markets. Plans for the next year are already being realized, with the expansion of the customer base in Croatia and Southeast Europe being announced, as well as constant improvement and development of the product portfolio, as well as investment in the education of employees and end customers.

Potent markets in the Balkans

The company announces positive effects of agreed partnerships in regional countries. The focus will, in addition to the domestic market, also be on the potent markets of Serbia, Bosnia and Herzegovina, North Macedonia, and Albania. ATLAS IT GROUP has long-standing acquaintances with partners from these countries, clients in these markets have trust in high-quality products, and the company’s know-how provides opportunities for expansion.

– We consider the expansion of business into neighboring countries to be a key move for further development. Each of these markets has specificities and requirements, which we certainly respect and learn from, and based on these insights, we develop. We set realistic goals and plans with partners in the region and strive to assist them in all segments of sales – emphasized Perković.

The group has a very stable employee structure, and its current priority is to expand the sales team for expansion into regional markets. They are particularly proud of the stability of the personnel structure and the trust of the owners in the employees, but also vice versa.

– From the very beginning, my colleague Perković and I were aware that people can make us more efficient and better compared to the competition. The division of responsibilities within the team, independence in work, encouragement of creativity, and an excellent monitoring system that allows us quick corrective actions in business make ATLAS IT GROUP efficient in the market – concluded Potočki.

Plans for the future, in addition to those related to sales and revenue growth, include the continuation of business digitalization, primarily with the help of applications that the company is developing in collaboration with its partner company Getim, which will enable customers very fast access to necessary information, materials, and accelerate sales. In the near future, they plan to finalize and fully launch the educational center ATLAS eduIT, which will provide all partners with education, workshops, and various certifications for installers required by their suppliers. The educational program will also be a condition that all installers, i.e., network contractors, must meet, and it will be held periodically at the ATLAS eduIT educational center. The documentation and program for providing a 25-year warranty on ATLAS IT brand products are also in the finalization stage.

Along with all the plans for growth and development, Potočki and Perković consider it most important to use every moment to improve relationships within the company and the team, and in addition, they are focused on developing good partnerships with customers, which they strive to manage differently, which is why they reject the standards imposed by large corporations, for whom partners are just a code in the ERP system.