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Business Objects goes direct

Business Objects goes direct

Business intelligence software developer Business Objects has announced it will be going direct, to a select number of its corporate accounts, in an attempt to aggressively drive its Asia-Pacific expansion plans.

In a bold move, Business Objects has acquired the distribution rights to its e-business intelligence products formerly supplied through Executive Computer Group (ECG). By acquiring ECG's business unit that sold the Business Objects product line, the vendor will absorb ECG staff into a direct sales force.

Michael Belakhov, Business Objects country manager, Australia and New Zealand, told ARN that the company was looking towards a half-direct, half-channel sales model to reflect how the company goes to market in other parts of the world.

"We have introduced a direct sales model, where account managers will manage a targeted set of corporate accounts, and all other accounts, both government and corporate, will be serviced by resellers, system integrators and applications partners," Belakhov said.

In addition to the acquisition, Business Objects has opened two new offices to service the region.

"Our plans for Australia and New Zealand include rapid growth. We have opened new offices in Melbourne and Auckland, and we expect to employ over 30 staff by the end of the year," Belakhov said. "Australia is a strategically important market and will also be the beachhead for further expansion into the Asia-Pacific.

"The control of distribution rights strengthens our presence in the region."

The message this decision sends to the channel, according to Belakhov, is that by being a direct-vendor presence in the market, Business Objects will enable resellers to wrap services and other solutions around the vendor's e-business intelligence offerings.


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