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EMS Cortex earns US wings

EMS Cortex earns US wings

NETTING its first deals in the US and Scandinavia will stand EMS Cortex in good stead for future business in those regions.

“We now have more credibility because we have customers there,” says Ivan Wells, business development manager of the Auckland-based maker of provisioning software for managed service providers.

The company’s first US customer is Los Angeles-based internet service provider (ISP) DSL Extreme and was won after the company profiled a number of prospects in California.

“We chose California because of its geographical proximity and highly developed ICT infrastructure,” says Wells. “It is also the fifth-largest economy in the world.”

The customer in Sweden is Stockholm’s Office Data and was won with the help of EMS Cortex’s recently appointed European representative, Aexus, in the Netherlands.

The company will continue to use such market development agents to grow overseas and is in talks with a potential representative in California.

“Dealing with a representative to cover a region gives us local expertise and coverage and reduces our cost of sales,” says Wells. The deals with both DSL Extreme and Office Data were closed without meeting the clients.

“To do that your presentation and product have to be very sleek. Having a good product helps,” says Wells. Any issues around supporting remote customers are addressed in very strict and formal service-level agreements, he says.

EMS Cortex refocused its efforts on the international market last year and has since exhibited at several overseas events, including Cebit in Germany, ISPCon in the US and the Hong Kong ICT Expo to meet potential clients. It will now focus mainly on the US, which it regards as its most lucrative potential market. “There is a second wave of ISPs underway and we plan to capitalise on that. We expect to win a lot of business in the US next year,” says Wells.


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