Sybase SA adopts solutions focus in response to market demand

Sybase SA has realigned its business in response to the demands of the local market, introducing a solutions focus aimed at meeting specific customer requirements.

Incorporating a horizontal layer into its business, the company has launched three separate solutions-focused "practices": the Data Management Practice, the Business Intelligence Practice, and the Unwired Practice. The mandate of the practices is to assist in converting technology into solutions that meet specific business needs.

"Traditionally we supplied software through our product managers and sales force. We have found, however, that as technology has become more complex and the pace of business has changed, so too have our customers' requirements," says Alan Cowley, Sybase SA CEO. "Today, a new style of IT solution has become necessary. Where we used to deal only with CIOs and IT directors, we are now required to engage with general managers, marketing managers and other mid-level management in order to create solutions that focus on specific business areas.

"As a result, technical expertise is no longer sufficient; customers now also require business domain expertise from technology vendors. The practices will address that need by providing a solid combination of business and technology know-how."

The Data Management Practice is built on Sybase's experience and knowledge around managing data, an area that has been the cornerstone of Sybase's business for over 13 years.

"Companies spend fortunes managing critical information, with cost and complexity soaring as their information load increases," says Cowley. "At the same time, much of this corporate information is locked in silos, making it difficult to access. The Data Management Practice aims to help clients manage information complexity and break down internal barriers, to ensure that information is consistently useful, relevant and ready to deliver economic value."

Sybase has played in the business intelligence (BI) space for more than five years, during which time, Cowley says, the company has engaged in a wide variety of implementations. He says the company has found that a single vendor cannot address all market trends, and that by providing integrated, best-of-breed products wrapped around with services, Sybase's offering is a compelling one.

"Where we started out with a Sybase product focus, we have now incorporated products from best-of-breed vendors such as Business Objects, Embarcadero and Ascential into our offering, as well as combining a host of services and domain expertise to deliver robust BI solutions. All our products are either number one or two in the Gartner Magic Quadrants, enabling Sybase to offer customers end-to-end solutions provided by one technology vendor which has the business and technology expertise to provide the service and support that companies need to achieve competitive differentiation."

The Unwired Practice focuses on combining a variety of technologies in the integration, mobile and portal spaces. "The biggest traction in the market is around mobility," says Cowley. "There has been a huge upswing in the demand for mobile solutions, and it's clear that the local market is ready to embark on mobile projects."

Following its acquisition of XcelleNet and AvantGo, US principal Sybase Inc has aggressively marketed its vision for the "unwired" enterprise, the logical progression of the company's information liquidity drive. Sybase Inc and its iAnywhere subsidiary hold the number one market share leadership position in the mobile database and middleware markets, and its AvantGo mobile Internet service - with 10 million-plus subscribers - now ranks as one of the largest mobile applications in the world.

Cowley says this means Sybase SA is well positioned to capture the local mobile market. "We are focusing on building a local flavour into our mobility solutions," he says. "Wireless has clearly come of age, but many companies are struggling with how to envision their businesses in terms of mobility. Our unwired solutions extend an organisation's systems to mobile users anywhere, anytime, enabling companies to remain competitive."

He says the uptake of mobile technology in SA has been rapid, providing vendors such as Sybase with a platform on which to leverage wireless and mobile initiatives.