VADnet Hero: Alf Mollerud, Emcom, Norway
Members are the driving force behind the biggest PAN European cooperation of Value Added Distributors in the IoT industry. That’s why we call them ‘VADnet Heroes’.
Meet Alf Mollerud – a true VADnet hero whose career is as inspiring as it is entertaining. As the co-founder, CTO – Chief Technology Officer and self declared ‘Promise Fullfillment Officer’ at Emcom from Oslo Norway.
From Humble Beginnings to The Extra Mile
Emcom’s roots trace back to a modest department in another company before branching out on its own in 2005, when Alf co-founded Emcom together with his Partner Havard Vinsrygg.
In the early years, the company established itself as a starting distributor of ‘communication accessories for laptops and desk phones’. This changed over the years in being a Value Added Distributor for ‘Communication Hardware for professional use’.
It reflects the company’s commitment to “adding value” through expert product knowledge and going the extra mile for its customers.
Alf is a firm believer in innovation, not only in technology, but also by adapting his company to the latest trends. One of the things he believes that will happen in the future is that Emcom will be moving toward one-stop shopping—an approach already embraced by clients as unique as the military. But always with the same mission: to ensure that every communication solution isn’t just sold, but also seamlessly integrated and understood by Emcom’s customers.
Joining the VADnet Family means unforgettable moments
Alf’s journey with VADnet began when MPI transformed into what we now know as VADnet Europe. With Emcom proudly standing as one of the co-founders, he saw VADnet as the perfect platform to secure better prices, share valuable vendor insights, and, most importantly, exchange experiences with fellow members. The benefits are clear: pooled buying power, shared resources, state-of-the-art warehousing, and a continuous stream of technical know-how that keeps everyone one step ahead.
When asked for his favourite VADnet meeting, Alf first reaction is: ALL VAdnet meetings, mainly because all members put so much effort in it. With always a local member expert choosing the best locations, hotels, restaurants and bars, it is hard NOT to like the VADnet meetings. However, after some thoughts about this question his eyes start twinkling and he comes up with a list of destinations and experiences. To name a few: The vibrant energy of Rome—where a quirky personal incident became the talk of the town—the scenic charm of Istanbul with a memorable boat ride on the Bosporus, or the unconventional setting of Rotterdam featuring water taxis and a sleepover on a cruise ship. Every meeting is a mix of business acumen and unexpected fun. And it’s these experiences that remind us that even in the world of professional IoT communication, a good laugh should always be on the menu, according to Alf.
Beyond Business: The Entertainer
Alf lives by the straightforward and unfiltered motto of comedian Jim Jeffries: “Don’t be a cunt.” It’s a refreshing reminder that honesty and treating others well is really what makes the world a little nicer, rather than ‘bitching’ each other.
This motto reflects the fact that Alf lives life to the full with his friends and family (he has been married since 1996 and is a proud father of a daughter and a son). Enjoying life, away from IoT, boardrooms and technical briefings, is easy if you have so many things planned around it. After work, you will find Alf weight lifting, biking or skiing (both cross-country and downhill), which make him stay active and energetic.
Alf transforms into a vocalist or trumpetist of a swing band and shows off his musical skills. Wednesday rehearsals and occasional performances at weddings, Christmas parties and in Karaoke bars during VADnet meetings, underscore his belief that work hard, play hard is not just a saying but a lifestyle. And if not performing himself, he just enjoys listening to swing musicians, like Frank Sinatra, Michael Bublé and even Robbie Williams.
When not active, please serve him a perfectly cooked slice of entrecote with gratin – simple, satisfying, and utterly delicious. Topped off with a nice North Italian red wine, like a Barolo. The latter (red wines) is important for choosing a holiday destination, because why not enjoy a good wine in a nice warm country to combine all this for relaxation.
Possibly you find him reading during his spare free time. His favorite book actually was a gift from vendor Teltonika. The book is funny and at the same time food for thought. Alf recommends you to read: “What If?: Serious Scientific Answers to Absurd Hypothetical Questions” – Randall Munroe
And if you ever wonder what he’d do as the European President for 24 hours?
His answer could not be more topical : aim for a 10% increase in the BPM of each country in the short term – for a stronger European defence and thus become less dependent from ‘the power play of hard shouting’ other continents.
In Conclusion
Alf Mollerud is more than just a technology leader; he’s a vibrant entertainer who proves that professionalism and humor can coexist beautifully. His story, enriched by decades of experience, innovative insights, and his musical talent, serves as an inspiration to everyone in the VADnet community and beyond….
