Virtualisation solutions provider AppSense and its New Zealand distribution partner MPA, will launch marketing initiatives to increase awareness of the company’s user-driven virtualisation product.
In addition to AppSense’s existing four-tier technical training programme, the company will add “some marketing initiatives for channel awareness” beginning in May, says Australia/New Zealand general manager Sean Walsh.
This will likely resemble the information awareness sessions the company held last year featuring a senior technology officer.
The US-based AppSense earlier this year announced a US$70 million cash infusion from investment bank Goldman Sachs. The company, which has done business in New Zealand for about six years, sees the local channel matching the high end of the company’s growth globally, with the bank investment as a way to draw awareness to the company’s offering.
“This gives us the ability to accelerate new programmes for integrators,” says Walsh. “Before, you got trained as an integrator and then you learned on the job and experience came from that. Now we have the four levels of tech training from entry-administrator to enterprise architects, and some marketing programmes that will be launched shortly.”
In addition to training and marketing programmes through such vendor partners as Microsoft and Citrix, AppSense will be working with the “partner community” to educate them on user virtualisation.
“The user virtualisation is important,” says Walsh. “It is a user-centric space and if you are not talking about it, some other partner potentially will.”
AppSense is a cross-platform solution that runs on an SQL database and captures user information regardless of the platform. According to company literature, the user component of a desktop is decoupled from the operating system and applications, managed independently and applied as needed without scripting, group policies or use of cumbersome user profiles — regardless of how the desktop is being delivered.
AppSense is designed for the enterprise market and the company, through distributor MPA, has partnered with about a dozen companies, and will use the upcoming marketing and awareness programmes to broaden the product’s appeal.
“What we’re trying to address here in conjunction with MPA, is that because [MPA has] the local knowledge and contacts, it is about us being able to work with different types of channel partners that will address different customers’ needs,” says Walsh.
“On one end you have large government departments that want to deal with one large integrator who will bring in skills from different organisations to enable projects,” he says. “Then you have other firms who might want a virtual desktop infrastructure proof of concept and then there will be very transparent long-term partnerships.”
Both companies have grown in their New Zealand partnership and foresee further growth in a market coming to fruition.
“Last year was a strong year for us,” says Roly Smoldon, managing director of MPA. “People have identified this as a technology that is mature. What we are seeing this financial year is a lot of projects with customers enabling and managing the end user.”
This, he says, is partly because businesses are demanding response from IT departments.
“Consumerisation of IT is part of it, but it is also about expectation,” he says.