The Allen Systems Group (ASG), a US-based enterprise software company, launched its South African operation with a "corporate direction and technology briefing" this week.
A Johannesburg office was established in June.
"ASG recognises the need to be in every market," says local country manager Jill Carter. "Africa was the only continent without our presence."
Ian Rowlands, the company`s director of applications management, cites another reason for the local presence: "There is such a substantial opportunity here that it is necessary for us to establish a local office. And we do already have customers here."
ASG has 120 software packages in its product range, and portrays itself as an alternative to other vendors in the field. Its software operates across platforms that include Unix, NT, OS/400, Tandem and VMS.
The company has a strategy of continuously acquiring new technology and recently closed the acquisition of Viasoft, which developed the enterprise system workbench application line.
Peter Thiermann, VP of the European region, claims ASG is the number two vendor in workload management worldwide, although the company is "not well known" in the market.
In a telephonic speech from the company`s US corporate headquarters, ASG CEO and president Art Allen said the company has a strategy to increase its market profile.
"We are in the final stages of developing a browser-based business intelligence portal to front our products." The portal will be made available from the first quarter of 2001 and will be free to existing customers, despite the fact that similar products are sold for "millions of dollars" according to Allen. "With the portal we plan to become well known within 12 months."
Carter, who started up the ASG branch in the UK before moving to the South African operation this year, admits that low market awareness outside the US and established vendors in the local market will make customer acquisition difficult. However, she also believes ASG can differentiate itself enough to gain market share.
"Our competitive pricing, offering a choice, and the bad vendor relations clients often have will play major roles," she says.
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