Synnex Australia
Synnex Australia Pty Ltd is Australia's largest ICT component distributor, serving 6,000+ channel partners across Australia and New Zealand with hardware, software, cloud, and value-added services from 80+ vendors through its Cloud Automation Platform, Microsoft CSP program, and SYNLogistics.
- Company typePrivate
- Founded1991
- HeadquartersOakleigh South, Australia
- Headcount251–500
- GTM typeB2B
- OfferingServices
What Synnex Australia does
Synnex Australia Pty Ltd is a wholly-owned subsidiary of Synnex Corporation (Synnex Group) and operates as the No.1 ICT component distributor in Australia, serving more than 6,000 channel partners across Australia and New Zealand through a network of 80+ vendor partnerships that includes Microsoft, Google, HP, Intel, Lenovo, ASUS, Apple, Nvidia, Samsung, and others. The company functions as a two-sided bridge between technology vendors seeking ANZ channel reach and channel partners (resellers, MSPs, system integrators) requiring curated product access, enablement, and fulfillment, with three additional operational sites in Lidcombe (Sydney), Osborne Park (Perth), and Auckland.
The company's core technology stack is anchored by the Synnex Cloud Automation Platform, a central hub that enables partners to source, configure, transact, and manage cloud services on demand. This platform is paired with a Microsoft Cloud Solution Provider (CSP) program supporting resell of Azure, Microsoft 365, and Dynamics 365; the Technology-as-a-Service (TaaS) bundling program that combines hardware, software, cloud, configuration services, and finance into a single monthly bill; and SYNLogistics, an ISO 9001:2015 certified end-to-end logistics and configuration services subsidiary operating from the new AUD 150 million Oakleigh South facility with a 22,000-pallet ASRS-enabled warehouse, plus a Sydney automated logistics center processing 106,000 cartons weekly across 12,000 product lines. Distributed cloud solutions include Rewst (AI-powered ticketing/RPA), Printix, TeamViewer ONE, Parallels (including DaaS), and Nitro.
Synnex generates revenue through five streams: traditional hardware and software distribution margins; recurring cloud services revenue via the Cloud Automation Platform and Microsoft CSP program; managed services under the TaaS bundling model; professional services covering configuration, staging, deployment, freight, and consultation; and partner program enablement revenue from vendor co-marketing programs. The primary customer segment is channel partners purchasing for resale to end customers, with technology vendors served as a secondary upstream segment and enterprise end-users engaged for device lifecycle management projects. GTM combines dedicated account managers for key partners, a self-serve cloud marketplace for long-tail partners, and Microsoft specializations (Azure Migrate and Modernize, Cloud Security, Threat Protection, Microsoft 365 Copilot) for partner enablement in cloud, cybersecurity, and AI.
Synnex Australia firmographics
Firmographics- Name
- Synnex Australia
- Legal name
- Synnex Australia Pty Ltd
- Website
- https://synnex.com.au
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Synnex Australia Pty Ltd is Australia's largest ICT component distributor, serving 6,000+ channel partners across Australia and New Zealand with hardware, software, cloud, and value-added services from 80+ vendors through its Cloud Automation Platform, Microsoft CSP program, and SYNLogistics.
- Ownership category
- akta.pro rank
Synnex Australia industry classification
Industry- Product category
- ICT Distribution Services
- NAICS
- Software Publishers (513210), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)
- SIC
- Wholesale-Computers & Peripheral Equipment & Software (5045), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Managed Application Platforms (App PaaS & Runtime Services) (HDABAAAD)
Keywords
Where Synnex Australia is headquartered
LocationHeadquarters
- HQ city
- Oakleigh South
- HQ country
- Australia
- HQ region
- Oceania
Offices4 records
Markets served
Synnex Australia business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Infrastructure, Operations, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- Hardware and Software Distribution: Traditional ICT component distribution of hardware and software products from vendor partners to channel partners. Revenue generated through product margins on hardware, software, and peripheral sales.
- Cloud Services: Cloud automation platform enabling partners to procure cloud services on demand. Revenue from cloud services resale, Microsoft CSP program, and cloud automation platform transactions.
- Managed Services: As-a-service program combining hardware, software, cloud, configuration services and finance in one single monthly bill, creating recurring revenue streams.
- Professional Services: Configuration services, staging, deployment, freight and consultation services. Life cycle solutions with end-to-end support from procurement and pre-configuration to delivery, installation, deployment, and asset recovery.
- Partner Program Enablement: Revenue through vendor partner programs enabling channel partners to access technical training, sales enablement, incentives, insights, marketing assets, and partner portals.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Customized service pricing based on project scope |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Synnex Australia product offering
Product offeringCore offering
Synnex Australia distributes ICT hardware, software, and cloud solutions from 80+ vendor partners to 6,000+ channel partners across Australia and New Zealand. The company aggregates these offerings through its proprietary Cloud Automation Platform and Microsoft CSP program, and adds value via SYNLogistics configuration services and Technology-as-a-Service (TaaS) bundled subscription programs that combine hardware, software, cloud, services, and finance into a single monthly bill.
Product overview
Synnex Australia is an ICT component distributor operating as a platform-plus-services model. The core offering consists of the Synnex Cloud Automation Platform (central hub for cloud procurement and management), Microsoft CSP program for Microsoft cloud reselling, and Technology-as-a-Service (TaaS) for bundled consumption. These are supported by SYNLogistics (end-to-end asset lifecycle and configuration services) and a portfolio of distributed cloud solutions including Rewst (AI-powered MSP automation), Printix (cloud print management), TeamViewer (remote access and DEX), Parallels (virtualization and DaaS), and Nitro (document productivity with AI features). The company serves over 6,000 channel partners across Australia and New Zealand, distributing hardware, software, and cloud solutions from 80+ vendor partners.
Differentiator
Problem solved
Functional benefit
Brands
- SYNLogistics: Comprehensive end-to-end logistics and asset management services including configuration, staging, storage, and third-party logistics.
- Synnex Cloud
Products and services
- Synnex Cloud Automation Platform A central hub for sourcing, configuring, and scaling cloud solutions, enabling channel partners to procure cloud services on demand, build customised solutions, transact, and manage customers seamlessly. Covers security, mobility, networking, digital marketing, migration tools, and backup and disaster recovery.
- Microsoft CSP (Cloud Solution Provider) Microsoft Cloud Solution Provider program enabling partners to resell and manage Microsoft cloud products including Azure, Microsoft 365, and Dynamics 365 with recurring revenue capabilities. Synnex holds four Microsoft Specializations: Azure Migrate and Modernize, Cloud Security, Threat Protection, and Microsoft 365 Copilot.
- SYNLogistics Configuration Services End-to-end logistics and asset management services including secure storage, device configuration, onsite installation, and recovery. ISO 9001:2015 certified, operating from Melbourne and Sydney government-grade facilities with a single point of accountability for the entire asset lifecycle.
- Technology-as-a-Service (TaaS) Bundled hardware, software, cloud, services, and finance program enabling partners to streamline operations, reduce complexity, and boost profitability through flexible consumption models delivered as a single monthly bill.
- Rewst AI-powered ticketing and RPA platform for MSP operations with seamless integrations. Features RoboRewsty AI automation assistant that generates organised notes, analyses ticket data, categorises tickets, predicts solutions, and enables tailored automation workflows with custom coding options.
- Printix Secure cloud-based print management software that is flexible, scalable and easy to use. Provides modern hybrid printing features including cloud-managed print infrastructure via Azure and Google Workspace, secure print release, user authentication, and centralised management.
- TeamViewer Digital workplace platform enabling remote access, control, management, monitoring, and repair of devices. TeamViewer ONE is an AI-powered Digital Employee Experience platform for proactive IT support, and TeamViewer Frontline provides AI-powered industrial augmented reality for frontline workers.
- Parallels Cross-platform virtualization and remote access solutions including Parallels Desktop for Mac (Windows virtualization), Parallels Remote Application Server (virtual application delivery), and Parallels DaaS (cloud-native Desktop-as-a-Service).
- Nitro Smart document solutions including Nitro PDF (editor, converter, eSigning with OCR), Nitro Sign (electronic signature), and Nitro Identity (user authentication). Features AI-powered Smart Redact for secure document processing and seamless integration into common business applications.
- Configuration Services End-to-end lifecycle support including pre-configuration, deployment, installation, and asset recovery. Expert engineering team provides single point of contact from procurement through delivery and ongoing management, with services including device configuration, test and tagging, MDM deployment, staging, storage, and third-party logistics.
Companies that use Synnex Australia
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Synnex Australia technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability6 records
Feature4 records
Synnex Australia partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core.
- MicrosoftcoreMajor strategic partnership with Microsoft as Cloud Solution Provider (CSP). Synnex has achieved four Microsoft Specializations - Azure Migrate and Modernize, Cloud Security, Threat Protection, and Microsoft 365 Copilot. Provides partners with technical enablement, solution design, migration expertise, security advisory and AI adoption services.
- GooglecoreGoogle Cloud and Enterprise/Education partnership providing cloud solutions and Google Workspace offerings through Synnex distribution channel.
- HP/HP PolycoreHP hardware distribution including HP Poly video collaboration solutions. Offers HP Device-as-a-Service (DaaS) program for flexible technology procurement.
- IntelcoreIntel technology components distribution including processor, networking, and edge computing solutions for channel partners.
- LenovocoreLenovo PC, laptop, and server hardware distribution through Synnex channel with dedicated partner portal and co-vendor site.
- ASUScoreASUS computing hardware, components, and consumer electronics distribution through Synnex channel network.
- Apple (with Jamf)coreApple product distribution with Jamf integration for Apple device management. Dedicated co-vendor site for Apple and Jamf solutions.
- HuaweicoreHuawei enterprise and consumer technology products distribution. Dedicated Synnex co-vendor site for Huawei solutions.
- AcroniscoreCloud vendors including Acronis for backup, disaster recovery, and endpoint protection. Part of Synnex cloud solutions portfolio.
- BarracudacoreCloud security solutions including email security, network security, and application security. Part of Synnex cloud vendor ecosystem.
- TeamViewercoreTeamViewer remote connectivity and digital workplace platform distribution. Includes TeamViewer One AI-powered Digital Employee Experience platform for MSPs.
- RewstcoreAI-powered ticketing, RPA, and workflow automation for MSPs. Synnex distributes Rewst with exclusive promotions and incentives for partners.
- SamsungcoreSamsung mobile devices, displays, and consumer electronics distribution through Synnex channel.
- Cisco (NETGEAR)coreNETGEAR networking solutions including Nighthawk router products distributed through Synnex.
- NvidiacoreNvidia GPU and AI computing technology distribution for channel partners.
- SeagatecoreSeagate storage solutions including hard drives and solid-state drives distributed through Synnex.
- Western DigitalcoreWD storage products distribution including internal/external drives and network storage solutions.
Scale indicators11 records
Recent moves6 records
Expansion highlights5 records
Synnex Australia competitors and assessment
Company assessmentBroad incumbents
- Ingram Micro: Global ICT distributor with a significant Australian operation, offering broad hardware, software, cloud, and logistics services. Competes with Synnex across nearly every category but is substantially larger globally and offers a deeper services portfolio.
- Arrow Electronics: Global value-added distributor specializing in enterprise and components including AI, IoT, and cloud. Operates in ANZ and competes with Synnex on enterprise software, cloud, and high-value component distribution.
- ScanSource: Global hybrid distributor of technology products and solutions including communications, modern communications, and cloud services. Competes with Synnex in select categories with overlapping vendor relationships.
Direct peers
- Dicker Data: Australia's largest listed pure-play ICT distributor, headquartered in Australia and serving a similar channel partner base across ANZ. Dicker Data is the closest direct competitor to Synnex Australia in volume hardware, software, and cloud distribution, with overlapping vendor line cards.
- Exclusive Networks: Global cybersecurity-focused value-added distributor with ANZ presence. Competes with Synnex on security vendor distribution (Barracuda, Acronis-class vendors) and cloud security enablement.
- ALSO Group: European-headquartered ICT logistics and distribution group with a growing cloud platform (ALSO Cloud Marketplace). Directly comparable to Synnex Australia on the platform-plus-distribution model and Microsoft CSP capabilities.
- Hills Limited: Australian-listed technology distribution and services company serving enterprise and healthcare channels. Competes with Synnex in select ANZ distribution categories including networking and healthcare IT.
Regional players
- CMS Distribution: Ireland-headquartered IT distribution and services business with global reach. Comparable on the IT distribution and value-added services model, though primarily serving UK/European markets.
- Rhino Distribution: Australia-based IT distribution and services business. Comparable on the ANZ channel partner model, with overlapping vendor relationships in networking and security.
- Westcoast: UK-based ICT distributor with a similar channel-led, services-augmented model. Conceptually comparable as a regional distribution leader, though it does not directly compete in the ANZ market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Synnex Australia social profiles
Digital presenceSynnex Australia compliance and trust
Trust signalCompliance1 record
Synnex Australia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Synnex Australia leadership team
Management profileNumber of profiles
Profiles2 records
Synnex Australia subsidiaries and ownership
Company hierarchySubsidiaries1 record
Synnex Australia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Synnex Australia M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Synnex Australia
What does Synnex Australia do?
Synnex Australia distributes ICT hardware, software, and cloud solutions from 80+ vendor partners to 6,000+ channel partners across Australia and New Zealand. The company aggregates these offerings through its proprietary Cloud Automation Platform and Microsoft CSP program, and adds value via SYNLogistics configuration services and Technology-as-a-Service (TaaS) bundled subscription programs that combine hardware, software, cloud, services, and finance into a single monthly bill.
Is Synnex Australia a public or private company?
Synnex Australia is a private company. It is classified as corporate owned and is currently operating.
When was Synnex Australia founded?
Synnex Australia was founded in 1991. It employs 251 to 500 people.
Where is Synnex Australia based?
Synnex Australia is headquartered in Oakleigh South, Australia, in the Oceania region.
How does Synnex Australia make money?
Five revenue lines are on record. Hardware and Software Distribution is the primary driver. The others are cloud Services, managed Services, professional Services and partner Program Enablement.
Who are Synnex Australia's main competitors?
Broad incumbents on record are Ingram Micro, Arrow Electronics and ScanSource. Direct peers are Dicker Data, Exclusive Networks, ALSO Group and Hills Limited. Regional players are CMS Distribution, Rhino Distribution and Westcoast.
Does Synnex Australia have an API?
No public API is recorded for Synnex Australia.
What industry is Synnex Australia in?
Synnex Australia's product category is ICT Distribution Services. Its primary akta.pro industry code is HDABAAAD, Managed Application Platforms (App PaaS & Runtime Services). Its NAICS code is 513210 and its SIC code is 5045.