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E2E brings automation to integration

E2E brings automation to integration

Swiss-based software integration company, E2E, has taken its first steps into the Australian market by opening an office in Sydney and embarking on a channel campaign.

Company CEO and founder, Serge Gansner, earned his stripes providing integration services for the finance industry. He said the experience had led him and E2E co-founder, Alex Buch, to create an operating system for the enterprise integration market.

Known as E2E Bridge, the software was aimed at turning IT integration into a utility by automating the identification, creation and deployment of related services, Gansner said.

This is achieved by devising a set of business process and integration modules through Unified Modelling Language (UML) which sat on top of the customer's software platform. Newly appointed company vice-president for Asia-Pacific, Darren Covington, said E2E planned to target the Australian market via systems integrators and ISV partners.

The vendor would adopt a channel-only model.

Its plan was to sign up to 10 integrators in the first year, he said.

The first partner would be announced by January.

"We are going to be very select, as the technology we're bringing to market is based around building new potential for the integrator and giving them reusable IP," he said.

Despite the strict criteria for partner selection, Covington said the software was suited to a broad, horizontal market approach.

The idea was for partners to take the tools they had built up in E2E Bridge and scale across a number of customers and business scenarios, he said.

"We don't have bundles in regards to applications or industry verticals," he said. "The software will benefit any organisation with legacy systems and proprietary middleware tools and applications that are facing integration concerns.

"Any customer that has gone through a merger, or is reengineering the business, is a perfect fit."

Gansner claimed the processes developed using E2E Bridge would also help partners to increase services margins.

"A partner can go into a project with E2E Bridge and solve an integration issue," he said.

"They can then go to the next customer who may have a similar problem, and attract a higher margin by reusing the model again."

Partners would need to undergo a four-day training workshop with E2E to gain accreditation. To assist with partner recruitment and support, the company has established a regional office in Sydney with three staff.


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