Network identity infrastructure vendor, Infoblox, has opened a Sydney office and set about recruiting a two-tiered channel.
The US-based company is best known for its DNSone appliance, which aids in managing network services, and RADIUSone, which manages network authentication.
Previously represented here by an agent, the Australian market now justified a local office, A/NZ country manager, Robert Jones, said.
"Australia tends to be an early adopter of technology," he said.
"It has a strong economy, a high average IT spend and no language issues."
While networking identity applications were not new, Infoblox's approach of placing them within a hardware appliance gave the company an edge in the market, Jones claimed.
"Routers used to be software running on a server, but Cisco turned that software into an appliance and built itself into the world leader in networking," he said. "So even though routers were not new, their approach was."
With business-critical applications like CRM, ERP, VoIP, e-commerce, email, firewalls and network provisioning all running and reliant on a company's network, Jones said an appliance approach to managing network services was vital.
"If you look at the way people build networks, they build in redundancy with multiple WAN links and core networks to make sure it is rock solid," he said.
"But if services fail then no one can work on the network."
Jones has experience in building Australian channels, having headed up local Packeteer operations when it first came to these shores.
Value-added distribution would be key to the new channel, he said.
"Where you have an unknown brand, and a market space which is brand new, there are a whole lot of things which need to be done to make a new product successful," he said.
"Time and place distribution only works when you have demand coming from the market."
Rather than rolling out an extensive partner program, Jones said Infoblox would concentrate on attracting resellers with high services to hardware revenue ratios.
"I would not expect a company to build a business around us at the moment," he said. "But we are definitely another piece of the puzzle when deploying VoIP, wireless LANs, ERP and the like."