CA expands business in EMEA with move into SMB market

Computer Associates International (CA) today unveiled plans to target the small and medium-sized business (SMB) sector, one of three strategic moves aimed at expanding its business in Europe, Middle East & Africa (EMEA).

To support its push into this market, CA is investing EUR20 million in infrastructure and marketing activities, and will offer a portfolio of products, packaged to meet the specific needs of SMBs, that will be sold through its 17 000-strong partner community in EMEA.

"Our move into the SMB market is the cornerstone of CA`s growth strategy in EMEA," said Hayley Tabor, CA`s senior vice-president and general manager, EMEA.

"We already have an established foothold in the SMB market with products such as ARCserve Backup so we`re confident that with this increased focus and investment we will see a significant boost in revenues and market share. CA is delivering tailored IT solutions that will enable SMBs to protect their IT assets with convenience, simplicity and enterprise-class reliability."

By providing a `one-stop shop` for best-in-class anti-virus, backup, anti-spyware and desktop migration, CA plans to differentiate itself against single product suppliers and large IT systems vendors. CA`s proposition to SMBs is its depth and breadth of software solutions that work together seamlessly and deliver total protection. The product portfolio includes BrightStor ARCserve Backup, eTrust Antivirus, Unicenter Desktop DNA and eTrust PestPatrol, all of the elements SMBs need to protect their IT investments.

To support its increased focus on the SMB market, CA today announced a EUR3.5 million pan-European marketing and advertising campaign, targeting SMBs with the message that CA can deliver `total protection` of their IT environment, allowing them to focus on their core business. The campaign breaks on Monday, 11 October and will appear in IT publications and online media throughout Europe.

Central to the long-term success of CA`s SMB strategy is its partner community, through which CA will sell its SMB solutions. CA`s investment in a new EUR16.5 million Customer Interaction Centre (CIC) in Barcelona, Spain is now fully operational and will be officially opened later this month.

Employing more than 100 multilingual staff, the CIC team focuses on identifying new SMB customers and proactively creating revenue-generating opportunities that will be fulfilled entirely through CA`s channel partners.

The CIC team also co-ordinates high-level technical support for partners via an advanced IT infrastructure, best practices and a staff of experienced CA software engineers. The team in Barcelona complements CA`s existing Customer Interaction Centre based at Ditton Park, Datchet, which employs 30 staff who serve the needs of SMBs in the UK and Ireland.

In order to provide resellers with direct access to these sales leads for quick follow-up, CA has implemented a purpose-built integrated lead management and distribution system accessible to both CIC and partner sales staff. In parallel, CA is creating a global software development group, with significant resources targeted at the EMEA region that will help customise, tailor and enhance CA`s products to meet the specific needs of SMBs.

Commenting on CA`s work with partners to develop and execute its SMB strategy, Bob Tarzey, service director at analyst firm Quocirca, said: "CA has remained committed to the European channel over recent years and has attracted some impressive new partners. This is a reflection of CA`s well thought out channel strategy which includes partners in its planning. Small and medium businesses look to resellers for advice on a range of IT issues. CA`s broad and integrated product range provides resellers with a cost-effective source to address these opportunities."

Morten Holck, project manager at Danish reseller PC System Teknik, said: "We`ve worked with CA for 12 years and we`re excited to learn of the investment being made in the CIC and the business opportunities it is already helping us to identify. We have already seen very good results; we are closing significant new business and bringing CA`s `Total Protection` proposition to our customers. We`re looking forward to continuing to expand our business with CA - this is just the beginning."

CA plans to expand its $1 billion annual EMEA revenues faster than the overall market by implementing a three-pronged growth strategy. In addition to its expansion in the SMB market, the strategy calls for deeper penetration of selected emerging markets such as the Middle East and Central and Eastern Europe and increased business with original equipment manufacturers (OEMs).