New owners raising Software Associates’ profile

New owners raising Software Associates’ profile

The new majority shareholder of an Auckland-based software development firm and system integrator plans to lift the company’s presence in the market.

Keith Mackenzie has bought the majority share of Software Associates and is now also managing director, replacing previous owner Bruce Walton who still consults to the business.

Having been chief executive and major shareholder at printing services firm Fintech for the past five years, Mackenzie does not have a technology background. However, he says his years of experience running businesses will drive growth for Software Associates.

“I’m still coming to grips with [the technology], but what I do understand is the commercial application of software and where it can be put to good use and what advantage it will give the client.”

Mackenzie sees great potential in Software Associates’ underutilised capacity.

“There were abilities that were sitting there waiting to be put to use and it looked like an exciting venture,” he says.

However, he says the company has not been very proactive in promoting itself. This is something Mackenzie plans to change.

“I want us to be more market driven – to get out in the marketplace, sell ourselves well and find solutions for clients. A lot of software companies tend to be introverted in that they are very good when they get a challenge, but they wait for people to give them that challenge rather than go look for it.”

To help push the company’s profile, Mackenzie appointed Mark Fidow as business development manager.

Fidow recently returned to New Zealand from the US where he spent the past 13 years with Visa, most recently as vice president of process automation.

“Mark will be offering his considerable knowledge to New Zealand businesses wishing to strip out costs by engineering better work flows,” says Mackenzie.

Fidow is also a shareholder in Software Associates, along with two other employees – operations manager Michael Harrod and programme developer Garry Fraser.

The company will also revamp its product offerings, says Mackenzie.

“A number of new technologies and software developments will be added to Software Associates’ range of products and services over the next 12 months.”

Software Associates specialises in mobile computing, database and web applications, web hosting, implementation and support. It is a Microsoft Gold certified partner for mobility solutions and for ISV/software solutions.

It focuses heavily on providing warehouse and inventory management systems to manufacturers, distributors, warehouse operators and logistics companies. LVW

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