With services heavyweights like EDS and IBM GSA encroaching on its traditional turf, local integrator Senteq is eyeing the massive Australian mid-market for new opportunities.
"There is a whole other world out there beyond our traditional customers," said Senteq's managing director Jonathon Fisk.
"Our mission today is very much to target mid-size companies and help them make the transition to electronic business," he said.
While it is something of a trend for larger integrators and resellers to target smaller customers, in the wake of downward pressure from the big outsourcers, Fisk believes there is no need for smaller channel players to be too alarmed.
"There is enough opportunity for everyone. There are whole market segments that have not been addressed and there are areas where we're seeing very little competition - if any," he said.
"The whole e-business revolution is creating so much demand."
After a management shakeup in September last year, there is a very different culture at Senteq today - it is about adding value and focusing on the customer, he said.
Fisk also denied industry speculation that Senteq was about to be acquired.
"We're definitely not on the market," he said. Senteq will, however, be looking to make at least one acquisition of its own later in the year.
"It won't be a reseller, it'll be someone who brings us new skills so that we can add even greater value," Fisk said.