Application delivery provider Instart Logic Inc. has changed its go-to-market strategy by introducing a formal global partner program.
The company's first channel-related initiative, the partner program has Silver, Gold and Platinum tiers and is open to systems integrators, value-added resellers and other channel partner types. Program benefits increase with each membership level and include dedicated account managers, discounts and bonuses, and training and certification.
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According to Samrah Khan, vice president of business development and channel alliances at Instart Logic, the timing was right for Instart Logic to build a partner ecosystem. Through its direct sales strategy, the company has seen its technology adopted by large midmarket and enterprise customers in a number of verticals, including e-commerce, hospitality and travel, and news and media. "Our customer would be any enterprise that is extremely focused on and obsessive about user experience and application performance, application security and is heavily dependent on driving revenue through that application, whether it's for desktop, mobile or a native client," she said.
After several significant customer acquisitions, the company believes it has now established the reputation it needs in the industry and enterprise space, paving the way for the next step in the company's development: expanding, building on its reputation and increasing its visibility through the channel.
Instart Logic, headquartered in Palo Alto, Calif., is also focusing on breaking into Europe, Middle East and Africa (EMEA) and APAC markets in 2016, an initiative that demands partnerships. "Doing outreach in some of those regions, you really need to have very strong local presence, and part of our strategy is to have local presence in those areas through strategic partners and strategic alliances," Khan explained.
One of the challenges that Instart Logic faces is education, however. "Our challenge in the marketplace today is basically educating not only the direct customers but also the partners and making them realize that we have the new, innovative technology that solves for the problem that they're trying to solve for in the right way, as opposed to putting a Band-Aid over it," she said, adding that building a network of partners will help overcome this problem.
"Partners give us market reach, market validation and branding awareness," she said.
More IT channel news
Highlights from the week of Nov. 30:
- Channel partners will be able to provide new flash-based, integrated infrastructure offerings in light of an expanded alliance between Nimble Storage and Cisco.
The companies are collaborating on Cisco Validated Designs for integrated infrastructure, focusing on Nimble's SmartStack reference architecture offerings. Nimble and Cisco have been working together on SmartStack since 2012. The new SmartStack Cisco Validated Designs incorporate products such as the Nimble Adaptive Flash platform, Cisco UCS, Cisco data center switching and Cisco ONE Enterprise Cloud Suite, according to Nimble. In addition, Nimble is introducing its latest SmartStack reference architecture for SQL Server 2014 in preparation for the pending end of life of SQL Server 2005.
Radhika Krishnan, Nimble's vice president of product marketing and alliances, said Nimble and Cisco will enable distribution partners and direct value-added resellers to carry and sell the SmartStack offerings. In the U.S., the companies will work with distributors such as Avnet and Ingram Micro as well as Carahsoft Technology Corp., a government IT distributor and General Services Administration schedule holder.
- New Signature, 2014 and 2015 Microsoft U.S. Partner of the Year, bought InfraScience, a Microsoft partner based in Atlanta. The acquisition, which comes one month after the company's buyout of application development company imason, extends New Signature's reach in the Greater Southeast and expands its services to all of its North American customers.
- Wireless networks vendor Xirrus signed a distribution agreement with Ingram Micro, allowing the distributor to provide its partners with Xirrus' wi-fi offerings. As part of the agreement, Xirrus will offer Ingram Micro partners in the U.S. with support.
- Cisco agreed to offer Moogsoft's Incident.MOOG software to managed service providers, telco service providers and enterprises through the Cisco Cloud and Virtualization Group. Incident.MOOG provides service quality and productivity improvement. Under the agreement, Cisco can sell the Incident.MOOG packaged for its virtual services including Virtual Managed Services.
- Booz Allen Hamilton, a management consulting, technology and engineering services company, has published the second edition of The Field Guide to Data Science. The field guide, originally released in 2013, includes new data science case studies, an updated guide to analytics selection, and a feature on the future of data science. It's available for free.
Additional reporting by John Moore.
Also this week, Hewlett Packard Enterprises teamed up with NTT Com.
Ingram Micro bolstered its cloud strategy with its Parallels Odin buyout.
Mark your calendars: 2016's channel event listings are out.