BEA Systems has sought the support of NSW-based distributor, itX, to transition from a predominantly direct sales structure to an almost entirely channel driven model.
Local BEA channel manager, Melissa Bennett, said the decision to flip its sales model over the next 18-24 months was necessitated by changes in the vendor's own software line-up.
"We have such a broad set of products now; it's not just an IT infrastructure sell like a WebLogic application server," she said. "What we need now is a more consultative approach with customers which the channel can provide."
The vendor now maintains three core product families: WebLogic, Tuxedo and the new AquaLogic.
itX general manager, Greg Newham, was looking forward to the challenge of turning BEA into a channel-centric enterprise, but said the vendor needed to be committed.
"Success depends on how much effort BEA wants to put behind the channel," he said. "Whenever a vendor moves from a direct to indirect model, it's really got to have a strong commitment behind it to make it work."
Bennett said BEA had spent a considerable amount of time selecting its distribution partner and believed itX had the ability to cover its entire range without the need for adding a second distributor later on.
"itX has a broad reach on the reseller market - from working with large resellers such as Kaz and Dimension Data, right down to the smaller resellers," she said. "We want to attack both the top-end and the smaller resellers."