Software AG targets Vars to bolster customer base

Software AG is recruiting Vars and systems integrators to spearhead its push in the enterprise applications integration market, turning its back on its largely direct-only sales model.

Software AG is recruiting Vars and systems integrators to help spearhead its push for the top spot in the lucrative ebusiness and enterprise applications integration market, turning its back on its largely direct-only sales model.

The vendor, which generates only 15 per cent of its sales in the UK through Vars, has embarked on a reorganisation to allow it to take better advantage of resellers' skills and a host of fresh, cutting-edge products.

The latest product is a local XML information server called Tamino, which the vendor claimed is highly scalable and flexible and ideal for crucial applications that require 24-hour access to data. Tamino was launched last week.

Mark Edwards, UK managing director of Software AG, said the vendor will target the big six consultancies, systems integrators and Vars in a bid to generate more turnover through partners. He said Software AG hopes to have 65 per cent of its turnover generated by the channel in between two and three years. At present, it has an estimated 20 partners in the UK.

The manufacturer had opted to recruit more Vars because the ROI will be better, Edwards claimed, and partners will also help the vendor extend its customer base. "We could do it on our own and not share the margin, but partners help us access customer bases that we could not do ourselves. Software AG can be more successful through this relationship."

Edwards also said the vendor has employed more staff in the UK, including the appointment of a sales director who will be responsible for both direct and indirect sales, and is putting together marketing programmes.