Lack of brand understanding in A/NZ an opportunity: Barracuda

Lack of brand understanding in A/NZ an opportunity: Barracuda

Networking vendor expects growth from customers understanding its other non-traditional products

Barracuda Networks A/NZ country manager, Mike Romans, sees a lot of opportunity in Australia, from both a revenue and an awareness perspective.

“Australia has been underdeveloped and there has not been as much focus on our products here as there was in the US in the same time period,” he said.

Romans found customers do not know much about the vendor’s products and they still think of Barracuda as a “spam and firewall type of company”.

“Now we’re doing archives, back-up and more, and our technology competes with enterprise level IT companies, only at a fraction of the price,” he said.

For this reason, Romans said the lack of awareness can translate into a lot of potential for Barracuda in the local marketplace.

“We see ourselves being a bit disruptive in terms of being high in technology, but low in price,” he said.

Barracuda currently makes use of a two tier channel strategy, where its products are exclusively sold through two distributors, Whitegold Distribution and Transition Systems Asia, which then use value added resellers.

Romans said the distributors are responsible for developing their own channel with the help of Barracuda.

Lead generator

Where Romans sees Barracuda’s A/NZ business going is by developing key resellers that will help drive the local business.

“At the same time, it is up to us to pass on the leads that we generate as a company to those resellers,” he said.

In the past, Romans said Barracuda’s business has been run more through marketing activities, where customers hear about the company and they then ask the reseller to purchase its products.

In the future, he expects it to be a “more tiered approach” split into three tiers.

“Only our best partners that are trained on the products and have the knowledge will be making higher margins than people that don’t have any of the training or the knowledge,” Romans said.

Patrick Budmar covers consumer and enterprise technology breaking news for IDG Communications. Follow Patrick on Twitter at @patrick_budmar.

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