JD Edwards has reorganised itself in the wake of September?s initial public offering in an attempt to take the number two position in the enterprise resource planning market away from Baan.
The aim behind the rejig is to try to concentrate the financial, distribution and manufacturing application supplier?s resources on the Unix and Windows NT space, which it entered a year ago, without losing business in its traditional AS/400 market, which still accounts for 75 per cent of its revenues.
Simon Rigden, JD Edwards? vice president and general manager for the Emea region, said: ?It?s the two birds, two stones theory. You can get more success by slinging one stone at one bird than you can throwing one stone at two. So, we?re creating two businesses for two markets rather than one business for two markets to make them more responsive.?
As a result, the company has split itself into two separate market-based groups, each with their own dedicated sales, marketing and support teams. It formerly comprised separate sales and services organisations covering the entire business.
The new blue team, which looks after the traditional AS/400 business, is now headed by Paul Covello, former vice president of international operations. Larger regions such as the US, which still generates some 65 per cent of JD Edward?s sales, will be further subdivided into AS/400 installed base and AS/400 new customers, however.
The green team, which deals with the 'open systems' marketplace, is headed by Mike Schmidt, who formerly ran the US West Coast business.
Dan Synder now runs the West side of the world from the Mississippi River in the US, including Asia Pacific, while Dave Girard manages the East of the world, including Europe.
JD Edwards also hopes to fuel an annual growth rate of 50 per cent by expanding its presence in new geographies such as Japan by purchasing its distributors, using funds raised from the IPO, and by upping its spend on brand and corporate marketing.
The firm also hopes to reduce its reliance on service revenues, which currently account for 40 per cent of turnover, and increase licence sales, which generate 40 per cent of sales, by building more alliances with the Big Six consultancies.
Maintenance revenues make up the remaining 20 per cent of revenues, which the firm expects to be between $500 and 600 million this year.
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