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BMC brings Magic to the mid-market

BMC brings Magic to the mid-market

With the launch of Magic Service Desk Suite 8.0, BMC has declared a move on the mid-market.

The business service management vendor is best known for its enterprise products, Remedy and Marimba, but was now looking for new ground due to diminishing opportunities in the enterprise space, senior manager of product marketing, Carlos Hidalgo, said.

"If you look at the numbers, the small and mid-sized markets are really the fastest growing segments today," he said. "While there are a lot of opportunities in the enterprise market from a spending standpoint, there is not a lot of growth. New enterprise companies are not coming along year by year."

There were about 18,000 companies in Australia and New Zealand that fell into the mid-market space, Hidalgo said.

"The opportunities are great and right now there is no clear cut leader in the service management area," he said.

Rather than modifying its own products for the mid-market, BMC chose to acquire the Service Desk Suite from Network Associates in February, Hidalgo said.

"The needs for the mid-market greatly contrast to those of the enterprise in that there is not necessarily the head count, the IT complexity, maturity or budget," he said. "We don't believe that taking one product to cover the whole market is the way to win or the best way for the customer."

With the change in target market, BMC was also changing its sales model, Hidalgo said.

"With enterprise customers there are a lot of one to ones and direct sales with the vendor," he said. "The mid-market also wants someone they know, who speaks their language and knows the ins and outs of their company. We find that a channel partner is much better equipped to provide that than we are as a vendor."

Planwell is currently the major channel partner for the new product offering, Hidalgo said, but numbers would grow to keep pace with demand. "We are developing a strong channel and will build it out to be 100 per cent of our Service Desk Suite sales," he said.


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