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Serena Software looks to expand channel

Serena Software looks to expand channel

Serena Software has appointed a country manager for A/NZ and announced plans for an expanded channel. Charles Rignall said his first task would be to find four new partners to help double revenues over the next three years.

The focus on the channel was something of a back-flip for the change management vendor, Rignall said.

"We have worked in Australia through channel partners for 15 years, but when Serena acquired Merent in the UK last May, we moved more to a direct model," he said. "However, we do not have the necessary skills to tackle the broader open systems area and SME markets.

"Our existing partner, Ubiquity, deals mainly in the mainframe space so we need more resellers."

Serena would target consultancies wanting to build up an IT management and service management practice, Rignall said.

"Australia and New Zealand are very large geographically, so we are looking for partners building practices across the whole region," he said. "A presence in key market segments such as financial services, utilities, government, and general commercial is also important."

The chance to offer level one and two support services - on top of license royalties and consulting fees - would attract prospective resellers, Rignall said.

Serena would continue to operate a hybrid model, he said, but expected 60 per cent of revenues to be derived via the channel within two years.

Serena would also look to open a Sydney office within the next six months, Rignall said.

The vendor currently operates a Melbourne office.

Senior director of product marketing and management, Bill Piwonka, said the decision to appoint a country head and expand its channel was driven by strong growth locally.

The new location, and a planned appointment of additional sales staff in Melbourne, would also aid in supporting the launch of the company's latest version of its change management software, Professional 9, Piwonka said.


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