The rocky road to the retail market looks set to become smoother for Trellian with the Internet software developer appointing Dataworks to distribute its range throughout Australia.
Trellian broke into the local retail market earlier this year on the heels of a US deal with Ingram Micro. However, the signing of an Australian distributor proved a little more complicated. The company looked at four other distributors, including Tech Pacific, but in the end decided the retail focus of Dataworks Australia provided the best fit for the company.
"Dataworks is a software-only distributor and it addresses the retail segment very successfully," said Trellian's business development manager, Stephen Davis. "We liked both the people and the integrity of the company and felt we could work with them."
As a local developer, Trellian has had to tackle issues such as margins, slow software sales and nervous retail markets. The company's success in the US also means it has to balance its local focus with worldwide influences.
"From a retail perspective, we need to offer something that is going to blitz [the opposition] and have people fighting in the aisles for the product," Davis acknowledged. "We weren't prepared for some of the difficulties. The dilution in the channel is pretty staggering, but we need to respect the margins of the retailer."
Trellian also plans to offer resellers advertising exposure on its recent edition of the search engine Slider.com.
The technical aspects of Trellian's Internet software products mean the developer is also looking at the general reseller market, and is always on the lookout for distributors.
"We need to have more [distributors] and we're always looking for the right match," Davis said. "We are not just collecting them like feathers in a cap."
It has also found success in bundling its software with offerings from hardware vendors such as local assemblers, storage and monitor manufacturers, as well as retailers.
"Hardware manufacturers are looking for a product that differentiates them in the channel.