What Open Reality does

Open Reality is a UK value-added distributor (VAD) that resells networking, wireless, cellular, unified communications, and audio-visual solutions through IT channel partners. Founded in 1999 and headquartered at Bee House, Milton Park, Oxfordshire, the company operates exclusively through a channel-only model, serving resellers, managed service providers, and system integrators rather than selling directly to end users. The company provides pre-sales technical guidance, training, demo kits, proof-of-concept support, and hands-on engineering engagement across enterprise, education, healthcare, hospitality, industrial, and public sector end markets. Its value proposition centers on vendor curation, complementary portfolio assembly, and partner enablement rather than proprietary product development.

The company's portfolio spans Wi-Fi design and management tools (Ekahau), Wi-Fi and switching infrastructure (Cambium Networks, Arista, EnGenius), network testing (NetAlly, Apposite), cellular/IoT and private 5G (Teltonika Networks, GXC, InHand, QuWireless, Siretta, Multiboost), and collaboration/AV hardware (MAXHUB). Open Reality does not develop proprietary technology; its differentiation lies in aggregating 16+ vendor lines into a coherent specialist offering and supporting channel partners with technical pre-sales and training assets such as the annual Wi-Fi Design Day event.

Open Reality generates revenue through hardware and software resale plus associated value-added services under a quote-based pricing model. The business has expanded its cellular/IoT and 5G portfolio materially during 2024-2026, including new vendor signings, an exclusive UK distribution agreement for GXC private 5G, and the 2025 launch of a Multi-Network M2M/IoT SIM offering that introduces a recurring connectivity revenue stream. A planned 2026 relocation to a larger Milton Park facility indicates ongoing capacity expansion. The company is privately held, has not raised external funding, and has not executed acquisitions.

Name

Open Reality

Legal name

Open Reality Ltd.

Website

https://openreality.co.uk

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Open Reality is a UK value-added distributor of networking, wireless, cellular, and AV solutions, serving IT resellers, MSPs, and system integrators through 16+ curated vendor partnerships since 1999.

Ownership category

akta.pro rank

Product category

IT Value-Added Distribution

SIC

Wholesale-Computers & Peripheral Equipment & Software (5045)

akta.pro primary industry

Virtualized RAN & Open RAN (vRAN/O-RAN) (HDAFANAF)

Keywords

• Value-added distribution
• Wireless networking distribution
• Wi-Fi design software
• IT channel distribution
• Network infrastructure distribution

Headquarters

HQ city

Abingdon

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Distribution of Technology Products: Open Reality generates revenue as a value-added distributor by reselling networking, wireless, cellular, AV and collaboration products from their vendor portfolio to IT channel partners including resellers, MSPs and system integrators. Revenue comes from product sales with support for enterprise, education, healthcare, hospitality, industrial and public sector environments.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Open Reality is a UK value-added distributor that sells networking, wireless, cellular, unified communications and audio-visual technology products from sixteen specialist vendor partners to IT channel resellers, MSPs and system integrators. The company supplements product distribution with pre-sales guidance, demo kit, training, technical advice, solution design and proof-of-concept services. It also operates its own Global Wi-Fi Survey Service built on standardized Ekahau methodologies for multi-site wireless surveys.

Product overview

Open Reality is a UK value-added distributor offering a focused portfolio of complementary technology solutions spanning Wi-Fi design and management, Wi-Fi infrastructure, edge networking, data centre, network testing and performance, cellular/private networks, point-to-point connectivity, and collaboration/AV. The portfolio includes products from 16 vendor partners: Ekahau (Wi-Fi design software including AI Pro and Sidekick 2 measurement devices), MAXHUB (Teams Rooms certified interactive displays and collaboration solutions), NetAlly (network testing tools including AirCheck G3 Pro and CyberScope), InHand Networks (4G/5G cellular routers), QuWireless (LTE/5G antennas and enclosures), Siretta (cellular network analysers), AccelTex Solutions (Wi-Fi antennas and mounts), Cambium Networks, Arista Networks, EnGenius, GXC (private 5G), Teltonika, and others. The company supports partners through pre-sales guidance, training, solution design, and proof of concepts, operating since 1999 with headquarters at Milton Park, Oxfordshire.

Differentiator

Problem solved

Functional benefit

Brands

• Wi-Fi Design Day: Educational event exploring best practices for wireless surveying, design, security, monitoring and troubleshooting. Founded by Open Reality and Ekahau in 2017. The only event in the UK solely focused on Wi-Fi.

Products and services

• Ekahau AI Pro Professional Wi-Fi design software for IT professionals managing business-critical wireless design and deployment projects, featuring AI-assisted predictive design, network upgrade simulations, and survey data inspection.
• Ekahau AI Pro Online Cloud-based Wi-Fi design platform using AI-powered automation and Sidekick 2 survey data for simplified design, optimization, and upgrade planning with auto-planning and assisted AP placement.
• Ekahau Sidekick 2 Precision Wi-Fi testing and measurement device tuned for 6 GHz, 5 GHz, and 2.4 GHz frequencies for professional site surveys and network validation.
• MAXHUB XBoard V7 Series V865T 86-inch Microsoft Teams Rooms certified interactive display with Trident Lens camera system, 16-mic array, Windows 11 IoT, and all-in-one collaboration capabilities including whiteboard and BYOM.
• MAXHUB Interactive Flat Panels Collaboration displays enabling immersive communications with advanced audio-visual technologies for meeting rooms and conference environments.
• MAXHUB Microsoft Teams Rooms Teams Rooms certified solutions providing all-in-one room systems for Microsoft Teams meetings with integrated cameras, microphones, and displays.
• MAXHUB Commercial Displays Professional-grade commercial displays for digital signage and business communication in retail, corporate, and public environments.
• InHand ER815 5G Router Advanced 5G edge router with SD-WAN, Wi-Fi 6, dual SIM, 2.5GbE WAN capability and cloud management for high-performance branch networking.
• InHand CR202-Lite Portable 4G Router Portable 4G router with Wi-Fi, wired access, cloud management and optional battery operation for mobile, temporary and remote connectivity.
• InHand FWA02 5G NR Router 5G fixed wireless access router with Wi-Fi 6, dual 2.5GbE ports, dual SIM, eSIM and cloud management for high-speed branch and remote-site internet access.
• InHand ODU2002 Outdoor 5G Router Outdoor IP67 5G unit with dual 2.5GbE ports, PoE input, GNSS, dual SIM and cloud management for high-speed outdoor cellular connectivity.
• NetAlly AirCheck G3 Pro Professional-grade wireless analyzer and site survey tool for Wi-Fi 6/6E, Wi-Fi 7, and Bluetooth/BLE environments with real-time RF visibility and forensic-level insights.
• NetAlly CyberScope Air Wi-Fi 6 & 7 vulnerability scanner for SecOps/NetOps teams to discover, validate, and scan edge infrastructure and IoT/OT/ICS devices for cybersecurity posture assessment.
• NetAlly EtherScope nXG Portable network analyzer for engineers managing multi-gig Ethernet, PoE, enterprise Wi-Fi 6/7, and Bluetooth/BLE environments.
• NetAlly LinkRunner 10G Portable Ethernet tester for multi-gig and 10 Gig networks (copper and fiber) that simplifies validation and configuration with essential functions in a single ruggedized unit.
• SNYPER-5G Graphyte (GL) High-performance multi-language network signal analyser and cellular signal logger for surveying 5G/NR, 4G/LTE, LTE-Cat M, NB-IoT and 2G/GSM networks.
• AccelTex Universal AP Clamp Mount Adjustable clamping mount providing universal AP compatibility with flexible mounting options including All-Thread, I-Beam Clamps, Conduit, Gangbox for indoor/outdoor installation.
• Global Wi-Fi Survey Service Centralized project management service combining local survey engineers and standardized Ekahau methodologies for consistent, high-quality wireless surveys across multiple sites globally.
• Multi-Network M2M/IoT SIMs Multi-Network M2M and IoT SIMs designed specifically to meet connectivity challenges faced by IT channel partners and their customers.

Named customers5 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability5 records

Partnerships

18 partnerships are on record, tiered core and minor.

• InHand NetworkscoreChannel Partner/ Reseller/ Distributor · 1 January 2026Open Reality partnered with InHand Networks in 2026. InHand Networks provides reliable 4G and 5G cellular routers for enterprise, industrial and remote connectivity. Its router range helps organisations deliver secure primary, backup and IoT networking where fixed-line connectivity is unavailable, unreliable or impractical.
• NetAllycoreChannel Partner/ Reseller/ Distributor · 1 January 2026Open Reality added NetAlly network testing tools to its portfolio. NetAlly provides trusted network testing, analysis and cybersecurity tools that help engineers deploy, validate, troubleshoot and secure wired and wireless networks with confidence. Portfolio includes handheld testers, Wi-Fi analysers, cable and network validation tools, vulnerability scanners, spectrum analysers and cloud-based reporting software.
• QuWirelessminorChannel Partner/ Reseller/ Distributor · 1 January 2026Open Reality signed a new distribution agreement with QuWireless in 2026, a specialist in high-performance outdoor antennas and routers for LTE and 5G. This partnership enhances and broadens the existing cellular portfolio, enabling reseller partners across the UK to offer even more comprehensive connectivity solutions. QuWireless has over 15 years experience and products used in 75+ countries, designed and manufactured in Poland.
• MultiboostminorChannel Partner/ Reseller/ Distributor · 1 January 2026Open Reality signed UK distribution agreement with Multiboost in 2026, adding a range of Ofcom (VTS 2102) compliant digital mobile signal boosters to its growing wireless and cellular portfolio. Multiboost designs and manufactures versatile, multi-operator cellular signal boosters designed and manufactured in Europe with European quality and technological innovation.
• SirettaminorChannel Partner/ Reseller/ Distributor · 1 January 2026Open Reality partnered with Siretta, a UK-based designer and manufacturer of cellular IoT products. Siretta's SNYPER range of cellular network analysers help engineers survey mobile network availability, compare operators, measure signal strength and identify suitable locations for antennas and cellular equipment. Products support 5G, LTE, LTE-M, NB-IoT, GSM and NTN IoT technologies.
• MAXHUBcoreChannel Partner/ Reseller/ Distributor · 1 January 2025Open Reality signed distribution partnership with MAXHUB in 2025, a global leader in Unified Communications (UC) and Audio-Visual (AV) solutions. MAXHUB focuses on developing collaboration solutions that enable immersive communications, providing advanced audio-visual technologies and one-stop solutions to enhance team creativity and productivity worldwide.
• Teltonika NetworkscoreChannel Partner/ Reseller/ Distributor · 1 January 2024Open Reality partnered with Teltonika Networks in 2024, a global innovator in IoT and industrial networking devices. This collaboration enables Open Reality to distribute Teltonika Networks' range of professional connectivity equipment, including 4G and 5G routers and gateways, across the UK market. Martynas Sabaliauskas (UK Chief of Business Development) stated: 'We're thrilled to partner with Open Reality to bring innovative, reliable, and tailored cellular connectivity solutions to the UK market.'
• GXCcoreChannel Partner/ Reseller/ Distributor · 1 January 2024Open Reality commenced strategic partnership with GXC in 2024, a pioneer in private 5G network solutions. This partnership enables Open Reality to exclusively distribute GXC's innovative private 5G network technology to IT resellers and MSPs across the UK. Sean Horan (Executive Vice President of Global Enterprise Sales) stated: 'Our partnership with Open Reality allows us to equip the UK channel with a best-in class 5G solution that will help customers leverage the substantial operational and financial benefits of next generation smart technologies.'
• Allegro PacketsminorChannel Partner/ Reseller/ Distributor · 1 January 2023Open Reality entered into an agreement in 2023 to distribute Allegro Packets' Network Multimeters within the UK. The Allegro Network Multimeter is a troubleshooting tool designed to lighten the load for network administrators. By displaying and correlating all data traffic, IT experts can locate network errors in seconds to quickly resolve network problems and performance bottlenecks.
• EnGeniuscoreChannel Partner/ Reseller/ Distributor · 1 January 2022Open Reality entered into an agreement in 2022 to offer the complete line of EnGenius Technologies' products to UK customers. Under the distribution agreement, Open Reality provides EnGenius' portfolio of networking solutions including Wireless Access Points, PoE Switches and Security Gateways. EnGenius Cloud provides MSPs with a flexible and comprehensive solution for SD-WAN, network security, switching and wireless connectivity.
• WeblibminorChannel Partner/ Reseller/ Distributor · 1 January 2021The strategic agreement with Weblib in 2021 aims to drive the digital transformation of retail, corporate and public spaces in the UK and Ireland. Weblib products help brands understand their users, increase revenue, improve traffic, and build customer loyalty; driving up customer engagement and increasing revenues. Weblib has presence in 80+ countries and 10,000+ locations supporting leaders such as McDonald's, Uniqlo, and Total.
• AccelTex SolutionscoreChannel Partner/ Reseller/ Distributor · 1 January 2020Open Reality partnered with AccelTex Solutions in 2020 to expand access to high-performance wireless infrastructure products across Europe. The partnership strengthened Open Reality's Wi-Fi portfolio with specialist antennas, enclosures, mounting solutions and accessories designed to improve wireless coverage, simplify deployments, and support demanding enterprise and industrial environments. Matthew Wenham (EMEA Sales Director) stated: 'Open Reality are a real value-added distributor who share our enthusiasm for excellent Wi-Fi. They are a reliable team of specialists who have played a significant role in the remarkable growth of our business during the last 3 years.'
• Cambium NetworkscoreChannel Partner/ Reseller/ Distributor · 1 January 2019Open Reality expanded its wireless networking portfolio in 2019 by partnering with Cambium Networks to deliver cloud-managed Wi-Fi, switching and wireless fabric solutions to the UK channel. The partnership introduced scalable, cost-effective networking technologies designed to simplify deployment, improve network performance and provide intelligent edge connectivity for businesses of all sizes.
• HiveRadarcoreChannel Partner/ Reseller/ Distributor · 1 January 2018Open Reality became the UK distributor for HiveRadar wireless site survey kits in 2018, introducing compact, all-in-one tools designed to simplify and improve Wi-Fi surveying for WLAN professionals. The partnership strengthened Open Reality's wireless design portfolio with rugged, portable solutions built specifically for real-world deployment and survey projects.
• 7SIGNALcoreChannel Partner/ Reseller/ Distributor · 1 January 2018Open Reality partnered with 7SIGNAL in 2018 to bring advanced Wi-Fi performance monitoring and assurance solutions to the UK market. The platform provides continuous, client-focused visibility into wireless network performance, helping organisations proactively identify issues, improve user experience, and support mission-critical Wi-Fi environments. Tom Barrett (CEO) stated: 'We're proud to partner with Open Reality. They share our commitment to customer success and only partner with world-class organisations that offer leading products in their respective industries.'
• Arista NetworkscoreChannel Partner/ Reseller/ Distributor · 1 January 2018Open Reality partnered with Mojo Networks in 2018 (later acquired by Arista Networks) to deliver cloud-managed Cognitive WiFi solutions to the UK channel. The partnership expanded Open Reality's enterprise Wi-Fi offering with AI-driven wireless networking technology focused on improving network visibility, automation, performance monitoring, and user experience.
• Apposite TechnologiesminorChannel Partner/ Reseller/ Distributor · 1 January 2009Open Reality partnered with Apposite Technologies in 2009. Apposite is the leading supplier of network emulation and network performance testing tools for enterprises, application developers, military organizations, and telecom carriers worldwide. DC Palter (President) stated: 'Open Reality are among our top partners worldwide by delivering incredibly fast ROI for their customers. They are not selling a part number from a catalogue, but are working with customers to find out what they need and to offer the best solution for their requirements.'
• EkahaucoreChannel Partner/ Reseller/ Distributor · 1 January 2006Open Reality partnered with Ekahau in 2006 after meeting the small team of disruptors producing game-changing wireless design software. Built on the success of this relationship, Open Reality started building a dedicated distribution business. Steve Lathouwer (SVP Global Sales) stated: 'Open Reality is dedicated to ensuring their customers have the best solutions and training for high-performing Wi-Fi, and we appreciate their partnership, enthusiasm, and collaboration.'

Scale indicators2 records

Recent moves9 records

Expansion highlights4 records

Broad incumbents

• TD SYNNEX UK: Global broadline IT distributor (formed from Tech Data and SYNNEX) with a substantial UK channel business spanning networking, collaboration and edge. Major broadline competitor.
• Westcoast: Largest UK broadline IT distributor offering thousands of SKUs across networking, mobile, UC and AV to resellers. Overlaps with Open Reality's portfolio but at much greater scale and breadth.
• Ingram Micro UK: Global broadline IT distributor with UK operations covering networking, AV/UC and mobility. Competes with Open Reality on overlapping lines but with vastly wider portfolio and logistics reach.

Direct peers

• CMS Distribution: UK specialist VAD in IT security, networking and infrastructure, distributing complementary vendor portfolios to resellers and MSPs. Closest UK mid-market specialist peer to Open Reality.
• Nuvias: European specialist VAD for cybersecurity, networking and UC, working exclusively through channel partners across multiple countries. Comparable specialist distribution model, with broader geographic reach.
• Exclusive Networks: Specialist UK/European value-added distributor focused on cybersecurity, cloud and networking vendors, working exclusively through channel partners. Highly comparable VAD model and partner-only GTM.
• Distology: UK specialist value-added distributor of cybersecurity and networking software, serving channel partners with pre-sales and technical enablement. Comparable specialist VAD model on a narrower security-led portfolio.
• Purdicom: UK wireless-focused VAD distributing Wi-Fi, point-to-point and networking equipment to resellers and integrators. Direct competitor in the wireless/networking distribution niche.
• Vohkus: UK value-added distributor and reseller focused on enterprise networking, security and cloud solutions to mid-market and enterprise customers. Comparable specialist distribution-plus-services model in the UK.

Regional players

• Also Group: Large European broadline/specialist hybrid VAD headquartered in DACH, offering networking and UC lines to channel partners. Comparable vendor stack and VAD approach but primarily serving continental Europe rather than the UK.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/openrealitygroup
• LinkedInlinkedin.com/company/open-reality
• Xx.com/OpenRealityUK

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Open Reality