German-based software vendor, Axiros, has opened its new Asia-Pacific (APAC) headquarters in Singapore which it claims will enable it to better serve the growing market.
Axiros is a developer of open device management solutions for the telecommunications and machine-to-machine (M2M) industries.
The vendor’s chief executive officer (CEO), Kurt Peterhans, said the regional office reflects Axiros’ expanding global presence, and is the next step “to meet the needs of customers while underscoring core business principles centred on software design, quality and innovation.”
The Singapore facility will be led by Shaun Rossiter who has been appointed to the position of sales and business development vice-president. He joins the company with more than 20 years’ experience in telco and IT management, throughout which he has worked with providers and telecommunications provider to deliver customer experience through QoE and device management.
Before Axiros, Rossiter worked for Intel as Australia and New Zealand (A/NZ) sales director, prior to which he led sales teams at Aepona and Alcatel-Lucent (Motive) and Nortel Networks/Alteon WebSystems.
His goals for 2014 are to create market awareness for Axiros across the region, be in eight to 10 opportunities, and have secured four to five customers on that basis.
Initially, Axiros will utilise existing partners for its channel operations in the region - including the likes of Nokia Solutions and Networks (NSN), Accenture, and IBM - but claims it will move quickly to appoint appropriate partners on a local country basis which have long standing service-oriented relationships with target customers.
"We will localise our channel go-to-market incrementally, meaning we are not of the opinion we need to appoint two to three new partners per country APAC-wide, but will instead work with only one or two per target market and ensure our collective success," Rossiter said.
"This has the effect of ensuring partners are not placed into a commoditised position when the customers select Axiros as their preferred management platform."
Rossiter said the company will also look to localise products where feasible to ensure partners and customers are able to utilise the depth of Axiros' capabilities.
As part of its channel strategy, Rossiter said the company will bring its existing EMEA Channel Partner Program to APAC in the first half of 2014.
The new location joins similar offices opened in the past year in North American and Europe, the Middle East, and Africa (EMEA).