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Local presence to help Redmap tackle US market

Local presence to help Redmap tackle US market

Australian software vendor, Redmap, has launched in the US with the opening of a new office.

The Atlanta-based presence will include administrative, sales, marketing, training and technical operations to service local customers.

The company will use the office to target the region's massive compliance and corporate governance market with its email and document management products.

Sales and marketing vice-president, Benjamin Woolley, said hard work and the enthusiasm of a major partner were crucial in helping it make the leap.

"We are working with Toshiba to have them ship a small part of our software with every one of their multifunction devices across A/NZ," he said. "They will be preaching to their US, UK Canada and Singapore counterparts to do the same."

The partnership would boost revenues through Toshiba acting as an OEM and reseller partner and, in no small amount, the company's credibility, Woolley said.

"The challenge in the US is that nobody knows us, but they do know Toshiba," he said. "Having the support of that kind of partner also helps you focus on long-term goals and why you went international in the first place."

While a local office and partnerships with multinational vendors went a long way to building a successful operation, Woolley said Redmap had also sought out other ways to build confidence within the US market.

"We use the services of Austrade and the State Development Department on a bi-weekly basis," he said. "They are the most business-minded government agency I have ever worked with and were integral to setting up our US channel."

On top of working to win the local accolades, Redmap had also sought to build up a sizable base of US customer reference sites.

"Your Australian client base counts for very little in the US as they only want to know what reference sites you have over there," Millar said. "When we say we are the Queensland ICT Award winner they say, 'is that in England?' When we say we are the national 2004 ICT Exporter of the Year it really lends credibility." While Redmap operated a dual sales model locally, it would seek to establish a complete reseller channel in the US, he said.

"I anticipate picking up a reasonable number of Toshiba distributors but also others," Millar said. "Our strategy is to form relationships here with businesses which have subsidiaries or head offices in the States, then recreate those over there."

For the local operation, the move to the US would see Woolley's former general manager role spilt in two, he said. Grant Greentree will take on the new role of CEO and a sales manager will also be appointed.

"We are experiencing revenue growth rates of 250 per cent this year in Australia alone so that causes one role to become two very quickly," Woolley said.


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