Software vendor, Sybase, has outlined plans to overhaul its channel engagement as it grows its presence in new market areas.
The vendor provides database software solutions and has recently developed products attractive to other markets – including intelligence software and the mobility market.
The vendor has mainly dealt directly with resellers or customers in the Australian market, but does have a small, Melbourne-based distributor, MicroWay.
Sybase Australia and New Zealand managing director, Derek Daymond, said the only way to achieve growth targets in new market segments was by building a larger channel through a distributor and reaching out to partners beyond its traditional base.
By the end of the month, Sybase plans to appoint a master distributor, but was unable to name the organisation at this stage.
The vendor plans to co-fund a staff member within the master distributor to maintain focus on the Sybase business, and will retain its own channel team to work with the distributor.
Daymond said the transition of resellers over to the distributor will have its challenges, but the distributor is a global organisation and well-versed in this kind of challenge. In a couple of years, Sybase expects a dramatic increase in revenue through the channel.
“We’ll continue to have some named accounts that we will work with directly,” Daymond said. “We’ll hopefully end up with a channel base that will help us grow and potentially attack the New Zealand market in the future.”