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Intraware to empower local visual effects industry with Fusion ioFX

Intraware to empower local visual effects industry with Fusion ioFX

Local distributor to push Fusion-io’s workstation application acceleration tool to visual effects outfits

Fusion-io has chosen Sydney- and Melbourne-based distributor, Intraware, to be the first to offer its creative and special effects suite Fusion ioFX solution in A/NZ.

As the Fusion ioFX memory tier is designed to accelerate professional workstation applications, the distributor will be making use of its channel network to push the solution to local visual effects studios, boutiques and independent artists.

According to Intraware Australia channel manager, Stephen Baird, the deal between Intraware and Fusion-io has been a long time in the making.

“Since we commenced the distribution side business in 2004 as a specialised Apple distributor into the professional video and special effects markets, we have developed many long-standing relationships with key industry related professionals and technologies,” he said.

When Intraware had a chance to see the Fusion ioFX product, Baird says that was when the distributor saw the potential in the market space for its reseller channel and approached Fusion-io.

The deal is expected to represent “a great opportunity” for Intraware, with Baird seeing it strengthening the “hardware IO side” of the distributor’s business.

Intraware also has plans to provide localised bundled solutions for resellers with other brands in its portfolio as a means to provide better value for both facilities and individuals working within these markets.

“There is tremendous synergy with SGI servers and storage, The Foundry visual effects software, Quantum SAN solutions and Adobe CS6 to name just a few, and we believe bundling will assist greatly in enabling the channel to successfully sell the Fusion-io products,” Baird said.

As Fusion ioFX is typically targeted at visual effects studios, boutiques and artists, the challenge for Intraware will be to capture the attention of those local consumers.

“Visual effects professionals are always looking for faster methods to explore their creative options to produce the best possible results for their clients,” Baird said.

“The performance benefits gained by utilising the Fusion ioFX technology will capture their attention immediately, so our prime focus will be to get products into the hands of key industry players and influencers to evaluate the benefits.”

As for how Fusion-io’s product fits into the distributors current line-up, Baird points out that the server products they sell from SGI can utilise the Fusion IO technology for SAN metadata controllers, transcoding and render farms to “dramatically improve performance.”

“One of our software suppliers, The Foundry, is already working closely with Fusion IO to enable their effects applications to take full advantage of the cards through interfacing directly with the Fusion-io API,” he said.

“In addition to this, Adobe has already in the CS6 suite written directly to the card via the API, and the performance benefits in After Effects are just stunning.”

Expectations for the Fusion ioFX solution are riding high for the distributor, with Baird expecting that 15 per cent of the distributor’s overall revenue coming from the vendor's products within the next 12 months.


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