Sterling Software expects to appoint a vice president to establish an international channels strategy by August.
The mainframe software supplier has until this point sold mainly direct into large corporate accounts, but is reviewing policy in the wake of its acquisition of Texas Instruments Software (TIS) and its attempts to penetrate the client/server marketplace.
Gillian Padrello, vice president of Sterling?s international business, said: ?We?ll need to develop channels for our distributed products as we come out with more of them. There?s very little to see of a Sterling Software brand at the moment. We don?t do corporate image. Each product has a brand of its own and we have an image by division, but in the distributed environment we?ll need to do more advertising.?
She added that the acquisition of TIS had massively increased Sterling?s international presence and boosted its third party sales channels, which the company hoped to build on.
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