Melbourne-based Exinda Networks has announced the opening of a US office in Denver. It will be run by newly appointed regional channel manager, Mark Murphy, who will employ additional pre-sales and technical staff to boost its flagship Optimizer appliance in the market.
The expansion follows a successful year for the company in the US with several sales made via a partnership with WebSpy. Optimizer complements the capabilities of WebSpy monitoring and filtering poroducts.
"We got traction quickly in the market through the quality of the WebSpy channel," Exinda director, Antony Bodin, said.
Further expansion would be planned during the year through additional reseller arrangements. About 70 per cent of Exinda revenues come from overseas business, with the US contributing 20 per cent and growing, Bodin estimated. Exinda uses a blended approach to entering new markets that involved creating a local staff presence as well as relying on a channel sales model, Bodin said. This approach was employed successfully in the UK and Middle East.
Compatibility with the security market was proving to be an important development, Bodin said.
"There is a level of convergence between security and optimisation vendors because business continuity is one of the big plays in the security space right now," he said.
Exinda's initial foray into the US market had been based on gap analysis that gave the company a good understanding of the different market conditions it would face, he said.
"Bandwidth is significantly cheaper in the US but the issues of network latency and optimisation still have to be addressed," Bodin said.