Information management and mobile solutions vendor Sybase is set to launch a new education project to overcome what it calls dated brand perceptions.
Hong Kong-based, Asia Pacific senior vice president Barrie Sheers says Sybase is more than a data management company, as it has branched out to data integration and business intelligence. It also operates a subsidiary, Sybase, 365 that focuses on mobile technology.
“We don’t have an issue with brand awareness, but an issue with brand perception. Sybase goes to partners and they don’t realise the level of technology we can provide so the company is about to roll out some new partner education projects.”
He adds Sybase has assessed its go-to-market strategy. “For more value proposition solutions, our market strategies are going to be through direct sales force. By putting that model in place it avoids any channel or partner conflict.”
In addition to education, Sybase is bringing on new local partners for its RFID (radio frequency identification) offerings, says Sydney-based Australia and New Zealand managing director Dereck Daymond.
“We’re in the process of recruiting a number of partners in the RFID area. Another big area is Sybase IQ, based around data warehousing and business intelligence, so we’re looking for integrators. Our business is one of being partner friendly.”
Moving into mobile technology has been a profitable venture, says Sheers.
“We’ve been able to provide solutions that we can sell to banks and other companies who want to access their information through mobile technology,” he says. “Sybase believes the next revolution is mobile devices. There are a billion people across the world using the internet, but four billion people own a mobile device so it’s a great space to be playing in.”