ATG on the lookout for 'dynamic' partners

Ecommerce vendor Art Technology Group (ATG) introduced its partner programme to the US last week, and is looking to recruit a strong mix of solution providers, consultants and integrators.

Ecommerce vendor Art Technology Group (ATG) introduced its partner programme to the US last week, and is looking to recruit a strong mix of solution providers, consultants and integrators.

ATG, which already has about 100 VARs worldwide, formally introduced its Dynamo Partner Programme via a live webcast hosted by Jeet Singh, chief executive of ATG.

The programme, which will be rolled out in Europe at the beginning of April, has six components aimed at different segments of the channel, from solution providers to technology partners to consultants and technology education training centres.

Mark Walls, director of partner programmes and strategic alliances at ATG, claimed the company, which offers a suite of Java-based ecommerce products under the Dynamo brand, views the channel as "vital to our growth".

Founded in 1991 as a service provider, the vendor has recently released the Dynamo 4.5 suite, which is in its fifth generation and offers ecommerce applications with customisable capabilities, Walls added.

The Dynamo Partner Programme will include various partners, such as web integrators and ebusiness solution providers. The programme provides a channel-centric sales model without channel conflict, Walls said.

About 70 per cent of the company's revenue is derived through its existing partners. Last year, this figure was 50 per cent. In the UK, ATG currently works with consultancy partners such as PricewaterhouseCooper.

In addition, ATG hopes to sign up solution providers that are not only web integrators, but also have the high-end consulting and client server and enterprise resource planning history.

Fort Point Partners, a professional internet services firm, is a Dynamo partner and gives the company's product the thumbs up. "The Dynamo product has a wide appeal and we have sold it into several accounts," a company representative said.

As the programme grows, ATG plans to focus on application service providers and IT outsourcing companies, "who will be perfect targets to help evangelise and grow the company", Walls said.

ATG posted turnover of $32m (£20m) last year.