Resellers boosted by LizardTech strategy

Latest server software offered to the channel

Image specialist LizardTech has reaffirmed its commitment to the UK channel with the launch of its latest server software. According to the company, Content Server 3.0 provides "the fastest delivery of high-resolution images over the internet".

Using LizardTech's MrSID and DjVu technology, Content Server delivers image files over the web as small pixel streams that optimise bandwidth with no loss in image quality, said chief executive John Deal.

Because it is based on a modular architecture, he claimed that the server can be easily extended with added features such as Search, Database Integration and Security. But instead of employing a direct sales force in the UK, the company is looking to recruit resellers to sell and support LizardTech products.

"We believe the only way to access the marketplace is to go through channel partners. The customers we need to reach are already in touch with them, they already know what the problems are, and they know which organisations will get the most out of the solutions we provide," said Deal.

LizardTech intends to use a 100 per cent channel strategy across its new operations in the UK, France, Germany and The Netherlands, he said, adding that it was "the only way to do business".

Steve Brazier, chief executive at Canalys.com, maintained that, despite the hype about direct and internet sales, the channel is still the best way to reach end users.

"Direct sales can work in the large corporate scenario such as the top 100 customers, but it works well for very few customers. The channel will always be the best way to service resellers," he said.