BEA readies mid-market push

BEA Systems is revamping its channel strategy to coincide with the latest release of its integration software.

The BEA WebLogic Platform 8.1 release will ship later this month. In addition to its application server, BEA has also updated its integration, portal and application development software.

It is also preparing an assault on mid-market firms and is looking to develop its channel strategy to get into these smaller accounts.

"We're just in the process of identifying which partners to talk to as part of our reseller strategy in the UK," said Cathy Daum, vice president of partners and alliances, BEA EMEA.

In designing the 8.1 release of its software, BEA reduced the level of expertise in Java required to use its development tools and made it easier for system integrators to deliver modular systems, which can be sold to more than one client, said Daum.

Further details are expected shortly.

To date, BEA has focused on developing its core technology and then partnering with system integrators and independent software vendors to customise its software for vertical markets.

This strategy has paid dividends in developing good contacts within the system integrator community, said Bola Rotibi, senior analyst at research firm Ovum.

"But while the mid-market is potentially lucrative, BEA have to make sure that they understand the cultural differences when dealing with the mid-market," she added.

According to Rotibi, mid-market customers tend to be more conservative in their willingness to spend on IT.

BEA's main competitor in both the application server and integration software space is IBM, said Rotibi.

IBM launched its own version of software aimed at the mid-market last November.