Allaire Intensifies SA Presence: Appoints Distributor

In order to back Allaire Alliance Partners in this region and supplement the support infrastructure for its rapidly growing base of customers, Allaire, has appointed a distributor for its line of Internet software products, including HomeSite, ColdFusion, JRun and Spectra, in the region.

Simon Frank, regional manager: northern Europe at Allaire, describes the appointment of enterprise software and Web-enablement specialist, Dax Data as a win-win scenario that will benefit Allaire`s existing partner network while offering cost-effective solutions for building and hosting Web applications. "Allaire has built a global reputation by delivering excellent technology without charging a premium for it - something particularly relevant to markets that are price sensitive as a result of frequent exchange rate fluctuations," he says.

"This appointment will enhance Allaire partners` ability to develop and maintain Web applications because it bolsters the existing support infrastructure by establishing a local sales, marketing and technical resource."

Apart from using Dax Data as a centralised hub for the distribution of Allaire products, Frank plans to increase the company`s marketing activity in South Africa. "The local market is mature enough and availability of expertise in Allaire products is now sufficiently broad to warrant a campaign to raise awareness and generate increased demand for our partners."

Offering further justification for the appointment he cites Dax Data`s extensive experience in integration of legacy systems with the Web as improving the value-proposition and extending the potential market for partners. "Increasingly, companies are making use of their Web sites to provide a better service to their customers and empower employees. "At the same time, the market for internal Web-based applications has exploded. In both cases, tight integration with existing back-office systems can be the difference between gaining significant competitive advantage and merely playing catch-up.

"Dax Data`s acknowledged expertise in this field will enhance our partners ability to create applications incorporating the legacy systems and data sources," he explains.

Having established long and mutually successful relationships with various resellers over the years, Dax Data MD, Jeremy Matthews, is looking forward to building ties with those Allaire partners the company has not yet had dealings with. "While not yet finalised, we are currently developing a channel strategy that we believe will benefit all Allaire partners," he says.

The approach Matthews envisages is based on the extremely broad appeal of Allaire`s core technology and the structure of its alliance partner programme.

"Allaire is not a dictatorial company. Partners can determine the precise mix of products and services that best suits their own business needs and skills sets. They are able to offer hosting or consulting services, technical support, training, or simply operate as resellers.

"The only proviso that Allaire has is that they possess the expertise necessary to ensure their competence in their chosen areas. This ensures customer satisfaction by offering a measure of quality for them to depend on. Partners willing to invest in skills acquisition and capacity - particularly in the enterprise space - can be rewarded with Premier partner classification," he continues.

Matthews sees Dax` role as one of generating demand for Allaire products and supporting alliance partners in their efforts to penetrate the market. "We are committed to following Allaire`s global three-tier distribution strategy," he says.

Alliance partners currently operating in this market include only one holding Premier status, Safika, and four standard partners: Entelligence; ePages; VWV Interactive; and SA mart.com.

"The brief given to Dax Data is that it offer pre- and post-sales support for alliance partners and, at a later stage, product training and certification as appropriate. For its part Allaire will provide ongoing technical training as well as co-operative funding and marketing collateral to Dax Data and its alliance partners to facilitate brand building and demand generation in the market as a whole," concludes Frank.