Nordic vendor digs down under

Nordic vendor digs down under

With a strong software suite behind him, Damgaard's CEO and co-founder, Preben Damgaard, has been aggressively recruiting local resellers in an attempt to forge a way for the Nordic company in the highly competitive Australian and Asia-Pacific mid-market ERP space.

Damgaard said the ERP vendor's entry into the Australian market is spearheading an attack on the Asia-Pacific region and follows a recent IPO announcement in Copenhagen.

"We want to use Australia as a hub for the Asia-Pacific region," said Damgaard. "And some of the proceeds from the IPO will be used to support Paul [Betts, Damgaard's general manager, Asia-Pacific] and to support our setup in Australia. In order to be successful we have to create some sort of brand recognition.

"We actually think we can learn a lot from this region because we see that Australia is a highly competitive market - a lot of Asian and European companies use Australia for that," he said.

As well as learning from the market, Damgaard is confident of the company's success, having established itself in the "brutal" US market.

Since its inception in 1984 in Denmark, the company has become one of Europe's leading mid-market ERP vendors and is on a similar path in the US, Damgaard claimed.

Looking to support its existing international customers that have subsidiaries in Australia and the Asia-Pacific, Damgaard is confident the ERP solution can be useful "the other way round", for channel companies that have Australian corporate clients with subsidiaries internationally, especially in the US.

"Some of our international customers have operations in the Asia-Pacific and Australia and want the software to support local rules and country-specific needs," he said.

Damgaard has already signed one Australian integrator, Integrated Solutions, and talks with several other resellers are "progressing well", said Damgaard.

"For the next 12 months we are focusing solely on building our channel of independent business partners and our target is to find about 10 to 15 quality dealers."

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