BEA targets mid-tier with new release

Revamps channel strategy to coincide with latest release of integration software

BEA Systems is revamping its channel strategy to coincide with the latest release of its integration software.

BEA WebLogic Platform 8.1 will ship later this month. In addition to its application server, the vendor has updated its integration, portal and application development software.

It is also preparing an assault on the mid-market and is looking to develop its channel strategy to dig deeper into these smaller accounts.

"We're identifying the partners to talk to as part of our UK reseller strategy," said Cathy Daum, BEA vice president of partners and alliances, EMEA.

When designing the 8.1 release, BEA reduced the level of Java expertise required to use its development tools. The firm also made it easier for integrators to deliver modular systems that can be sold to more than one client, said Daum.

"With customers looking for fast returns, our partners will be able to deliver a compelling proposition," she added. More details are expected soon.

To date, BEA has focused on developing its core technology, and partnered with system integrators and ISVs to customise its software for vertical markets.

This strategy has paid dividends in developing contacts within the system integrator community, said Bola Rotibi, senior analyst at research firm Ovum.

"But while the mid-market is potentially lucrative, BEA has to make sure it understands the cultural differences when dealing with the mid-market," she said.

Rotibi said mid-market customers are more conservative when spending on IT.

BEA's main competitor in the application server and integration software space is IBM, said Rotibi. IBM launched mid-market software last November.