BitDefender plans Aussie expansion

BitDefender plans Aussie expansion

European-based antivirus vendor, Softwin BitDefender, is staging an aggressive attack on the Australian market, announcing plans to recruit its second distributor and launch new incentives for partners.

BitDefender channel sales development director, Mihai Rusescu, said the vendor currently maintained a sole distribution agreement with security products wholesaler, NetFreighters, for Australia and New Zealand. However, it would look to sign up another supplier due to growing demand for the product.

"We're planning to appoint a second distributor in Australia focused on retail packaged software and SMB channels," he said.

"This second distributor would ideally have access to retail outlets such as Harvey Norman and a network of resellers to cover at least south-east Australia. If we can find such as partner, together with NetFreighters, we are sure that BitDefender will become as valuable a brand name in Australia as it is in Europe now."

BitDefender produces a range of antivirus software products for both the desktop and network hardware. While most of its sales are in Europe, the vendor has spent the last two months coordinating multiple distribution agreements for its products in the US and Asia-Pacific.

To help boost reseller uptake of its products, Rusescu said the vendor would also launch a new partner program. At present, partners are divided into three tiers: gold, silver and bronze partners. All have access to dedicated account managers, with other benefits ranging from pre-sales support and online training to alerts on new virus outbreaks and lead generation.

The new program would be based on a similar structure but include improved benefits such as customising a specific business plan, he said.

"There are many companies out there that are no longer willing to accept distribution conditions imposed by large vendors," he said. "We believe that a commonly agreed strategy, customised and implemented together with our partners, would convert software distributors to BitDefender."

It would also include access to funding for marketing plans, along with global marketing, training and tools, Rusescu said.

"A generous margin is allocated to marketing and development as we consider Australia to be the key market for the Asia-Pacific region," he said.

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