Application lifecycle management vendor, Serena Software, has appointed John Hummelstad as its new managing director. He will be responsible for developing Serena’s business across the financial services, telecommunications, manufacturing and mining sectors, as well as growing its channel.
The vendor was previously represented by country manager, Charles Rignall, who left the organisation earlier this year to pursue other interests.
“We’ve been in Australia for a long time, but Serena has been one of those businesses that has been quietly achieving,” Hummelstad said.
Serena has offices in Sydney, Melbourne and Brisbane. In the past 18 months, the company was bought by a private equity firm, Silver Lake Partners, and taken off the Nasdaq. Since then the vendor has changed its model significantly to pursue software-as-a-service opportunities, Hummelstad said, and has expanded its product portfolio to include application lifecycle management, project portfolio management, business mash-ups and an on-demand offering.
“We’re offering a SaaS model in addition to our enterprise licence model,” he said. “If you want to broaden your audience and get into SMB, one of the best ways to do that is to be more flexible in your licensing.”
Serena has also launched a lead generation program for its value-added resellers. Hummelstad said as the business grew, he would like to add more partners.
“What we want from ISVs and resellers is ones that can build on our infrastructure that can deliver a solution to their clients,” he said.
Prior to joining Serena, Hummelstad worked for IBM and Microsoft in Singapore.