As a company with a dramatically-expanded portfolio of solutions, information management specialist EMC is investing in specific channel development initiatives to ensure that its many acquisitions are effectively taken to market across the globe. Evidence of this commitment comes with the announcement that RSA, the security division of EMC, has established a local presence for the first time and has appointed a second southern African distributor in Johannesburg-based Egis Security Distribution.

Renowned for its authentication solutions RSA Security is one of many acquisitions EMC has made in its quest to bring a complete information management portfolio to markets. Acquired by EMC in 2006, the company is today known as RSA, The Security Division of EMC Corporation.

Over the course of its ten year history, Egis Security Distribution has evolved from a software development company to a niche distributor. Managing director Alon Feldman says the company distributes self-developed products, as well as a selection of security-related solutions. “This appointment is a privilege which makes us part of the wider EMC organisation; we are impressed with the efficiency and professionalism shown in this engagement, which bodes well for the future,” he says.

According to Rob Watson, recently appointed RSA country manager, the company’s products have long been available in the country through a single distributor. “However, EMC is working to appropriately market all its solutions across the very broad portfolio which it offers today,” he says.

Watson notes that this commitment takes investment, which the vendor is willing and able to provide. “The security portfolio is key to EMC fundamentally and in the context of the market development in terms of which storing information is closely related to protecting it from unauthorised access,” he adds.

He explains that the appointment of two distributors in each territory is EMC policy internationally, as this stimulates competition and provides resellers with choice. “In addition, while RSA is a well-known security brand in terms of authentication, the portfolio is far broader. Hence, Egis Security Distribution will play a key role in advancing the market for RSA’s data loss prevention solutions.”

Watson says the strong track record which Egis Security Distribution has earned in information protection positions it well to grow the market for RSA solutions within South Africa and into neighbouring countries.

Feldman says Egis Security Distribution will focus on channel development and demand-generation activities. “Coming from a solution-based approach rather than that of a box-mover, we will continue to engage closely with resellers while supporting them in their engagement with end-user clients,” he says.

He says reseller support is provided through the Egis commitment to understanding end user requirements, while providing training, professional services and support to its reseller base.

Channel development, Watson says, is an essential role which is quite separate from the technologies which RSA provides. “An effective channel depends on a clear and resilient structure driven by a proven channel programme. Egis Security Distribution already has this in place,” he notes.

It is also equally important to appoint the right resellers; Feldman observes that the market is finite and the upskill process to provide specialised security solutions relatively long. “We want to be sure that the investment in training delivers the appropriate return,” he concludes.