UGS To Launch Midmarket Push

Sources said UGS is set Sept. 28 to formally unveil its blitz, aimed at grabbing VARs and market share from rivals such as Dassault Systems, PTC, SolidWorks and even Autodesk, at the UGS SolidEdge summit in Cincinnati.

UGS, formerly a subsidiary of systems integrator EDS, would not comment, but sources said the products will provide CAD/CAM VARs an integrated solution that spans computer-aided engineering to product life-cycle management (PLM) to product data management. The sources said the product is set to be accompanied by a new channel effort slated to start Jan. 1.

>> Latest product suite is set to be accompanied by a new channel effort scheduled to begin Jan. 1.

According to those familiar with the plans, the company&s new channel effort calls for a global three-tier program that will for the first time include market development funds and certifications for VARs. UGS will offer its VARS exclusivity when dealing with companies in the $100 million or less revenue category.

“UGS is focusing a huge amount of attention on the channel,” said Paul Stevens, president of Acuity Solutions, a UGS partner based in Portland, Ore. “They are making lots of investments, and everyone from the direct-sales force and channel management are jumping out, willing to support this initiative.”

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Stevens said he expects to double his UGS software and services sales this year and next as the company rolls out its initiatives amid an improving manufacturing economy.

Stevens said one key for resellers is educating midmarket manufacturers about the benefits of a PLM solution. “The small and midmarket manufacturing companies have the same types of problems as the Fortune 1000 companies, but they have not been introduced to a full-spectrum PLM solution that is easy to implement and fits within their budgets.”

Stevens said he sees the 3-D CAD/CAM market approaching commodity status, paving the way for larger opportunities for full PLM suites that support processes such as product collaboration, supply chain efficiency projects and global outsourcing.

The UGS midmarket effort comes after the company stepped up its efforts to partner with systems integrators, inking deals earlier this year with Capgemini, EDS, Accenture and CSC.