Hyperion ramps up Middle East sales focus

Business performance management (BPM) software vendor Hyperion plans to ramp up its sales focus in the Middle East during 2005. Using a dynamic partnering approach, Hyperion plans to target its offering at the region’s top 300 corporate accounts.

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By  Stuart Wilson Published  February 16, 2005

Business performance management (BPM) solutions vendor Hyperion plans to ramp up its sales focus in the Middle East during 2005. Using a dynamic partnering approach, Hyperion plans to target its offering at the region’s top 300 corporate accounts. Craig Manning, regional managing director central and eastern Europe, Middle East and Africa at Hyperion, explained: “Hyperion is certainly looking at the Middle East and Africa as a region where we are going to do more business. This will definitely involve building up the local channel. We have an indirect model so it will involve partners.” Working hand-in-hand with global systems integrators such as KPMG, Accenture, IBM BCS and Tata Consultancy Services, targeting enterprise accounts in the Middle East is a top priority for Hyperion. “It will be a dynamic partnering model meaning that we utilise a number of different partners to target these accounts,” said Alistair Menzies-Anderson, Middle East regional director at Hyperion. “We will work with the corporate customers at a senior executive level to establish their pain points and the best way to resolve them.” The dynamic partnering model will also include Sybase Products Middle East, Hyperion’s master partner in the region, to manage the supply and support of the actual software licences. Systems integrator Al Hoshan will help manage the Saudi Arabian market for Hyperion. “When a deal is done with an end-user, it is typically a sizeable transaction — in some cases in excess of US$1m. The breaks down into a large amount of consulting, pre-analysis, pre-scoping and implementation services as well as post-implementation services. This is why the dynamic partnering model is so important,” added Menzies-Anderson. Below the corporate BPM space, Hyperion will also look to develop its Business Intelligence (BI) offering's route-to-market through a two-tier distribution model with local resellers handling the sales and deployment process. Manning believes that BI and BPM are both attractive areas for a wide variety of partners wanting to climb the value-add ladder: “BPM and BI are both very attractive areas for partners and resellers who are seeking new markets to provide value-added solutions to customers. Investment in both BPM and BI is high.” “A recent survey of 1,300 CIOs in 30 countries from analyst group Gartner showed that business intelligence is second only to security in terms of the top ten technology priorities for companies worldwide in 2005. The Middle East will be no exception. BI is a great opportunity for resellers to sell licences or for solution providers to provide complete value-add solutions,” he added. With rivals such as Cognos and Business Objects already in the region and attempting to move up from their core BI offerings towards the BPM space, there is no shortage of competition in the local market. Major ERP vendors such as Oracle are also trying to persuade their installed base that they are best positioned to provide BPM solutions as well. Hyperion is confident it can make significant inroads into the BPM space despite the competitive landscape. “Partners and resellers can take great confidence from the fact that Hyperion leads the BPM market,” continued Manning. “We offer best of breed BPM solutions that are the de facto standard in the sector.” “We added 282 customers in the last quarter alone, so there are more than 10,000 organisations worldwide now relying on our BPM software. The opportunities for partners and resellers working with Hyperion in the Middle East have never been greater,” he concluded.

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