Ephox foxes for market penetration with new strategy

Web development tools vendor Ephox has established a new channel program in conjunction with the release of version two of Web authoring tool, EditLive.

During its initial pitch to the market, Ephox sold the majority of its software through an ad-hoc partner arrangement with several overseas companies. The first version of its EditLive tool found its way into some major corporations in over 35 countries, but never really took off in Australia admits Ephox officials.

According to Suzanne Pelizzari, vice president of marketing for Ephox, this was because the company tried to sell itself to end users in Australia and yet found it did not have the necessary reach to achieve much market penetration. However, with the release of EditLive Version 2.0, Pelizzari said the product is being aimed squarely at the Web developer channel.

The company has created a two-tiered partner program to increase domestic sales and keep up its momentum overseas.

Its standard entry-level partner program offers Web developers discounts on integrating the product into their solutions, access to pre-release versions and implementation support.

Its premier partner program which includes Ephox's OEM partners, involves the provision of joint marketing financial support. Premier Partners are also able to contribute to the further development of the EditLive product through a forum held every couple of months.

Pelizzari said Ephox will try to refer all Australian sales leads through to its partners.