|ROBERT C. DEMARZO|
|Can be reached via e-mail at firstname.lastname@example.org.|
Despite the economy, small vendors such as Internet security provider Cymphonix or e-mail security solution provider Reflexion, are reporting strong growth and are, so far, unscathed by the slowdown. In fact, Cymphonix CEO Kevin Santiago said interest in his company's products has been increasing as customers look for low-cost alternatives. However, the biggest challenge they face is activating solution providers who have expressed an interest in their products. But an even bigger issue is building awareness of their companies, especially when marketing budgets are tight. Many of these vendors' executives also said their investors are not panicking or unduly pressuring them to sell out, but are asking them to manage costs and improve cash flow.
One such company, Digium, is trying to convince partners to sell its open-source VoIP-based products. It is not an easy sell, but the company believes the economic headwinds will bring a windfall for its solution, says CEO Danny Windham. Digium, along with several other companies, also participated in a forum we called "Fresh," which showcased just-released technology in a forum that kept solution providers on the edge of their seats. It was an amazing display that included a rugged computer from Panasonic and a scheduling program from Kerio. VARs who attended Fresh said they were impressed as they sought out more information on each offering.
So despite the trials and tribulations of the economy and Wall Street, it appears as if innovation is alive and well. The fact that solution providers are willing to invest time and money to back these brands is also a sign of what VARs' customers want—affordable technology.
How do you pitch your products to attract customers?
Everything Channel SVP and Editorial Director Robert C. DeMarzo is at email@example.com.
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