Gen-i strives to capture local marketshare

Gen-i strives to capture local marketshare

A/NZ ICT services provider ramps up go-to-market to go after mid-market and verticals including finance, government and mining

Gen-i is trying to claim more marketshare in Australia.

Gen-i is trying to claim more marketshare in Australia.

Gen-i is ramping up its mid-market and vertical sector assault in a bid to claim more marketshare in Australia.

Australian general manager, Phil Varney, who took up the role in September, said he was looking to lessen the ICT services provider’s reliance on key local customers, such as the Commonwealth Bank, and refocus on building up skills and resources around business-oriented IT services and select vertical market segments. Gen-i has less than 1 per cent marketshare in Australia.

“We will build business that allows us to compete effectively using a two-prong strategy: The first is to drive into mid-market in the short to medium term, then we’ve selected sectors in the enterprise market,” Varney said. They include government, finance, energy, mining and upper commercial customers.

“We are investing in specialised resources within these sectors at one end, and will have project-based skills, then also offer managed service, outsourcing and IT that ties into the customer’s business vision.”

Gen-i’s broader go-to-market approach has been restructured into nine focal points including supply, government regulation, risk, customer capital and process, brand equity and business agility. At an operational level, it is also working on building “clusters” of expertise and will look for staff to lead them, Varney said.

The company will also leverage skills across the Tasman and recently unveiled a Service Academy to improve internal staff capabilities around service delivery and customer satisfaction.

The reiteration of Gen-i’s mid-market plans follows the Commonwealth Bank’s decision last year to put its telecommunication and data services out to tender. The bank’s contract expires this month. Varney downplayed reports that a move by the bank to a competitor, such as Telstra, would crush its local business or see it retrench staff.

Varney estimated it would take Gen-i 3-5 years to achieve its new go-to- market targets. While not completing ruling out acquisitions, he stressed the importance of building growth organically.

“It’s a three-step process: Leadership; optimisation of existing resources; and then using the sales academy and training to increase our customer pipeline,” he said.

Varney also denied suggestions that the economic climate would significantly hinder Gen-i’s growth plans.

“I think IT will be the least affected – people want to utilise resources,” he said.

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Tags gen-i is a channel management ecosystem that automates all major aspects of the entire sales, marketing and service process, including data tracking, integrated learning, knowledge management and product lifecycle management.

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