BEA opts for channel approach

BEA opts for channel approach

Revamped sales model will take vendor from direct to 95% channel in two years

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."

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