Desktop and application virtualisation vendor 2X Software plans to lure Citrix Silver Partners to its table with the promise of a lower-cost, easier-to-install brokerage software option.
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The firm claims to have already doubled its UK and northern Europe partner base this year and is planning continued partner recruitment in the next 12 months.
2X UK managing director Paul Robinson said the firm believed that by taking complexity out of the virtualisation environment it could eliminate the need for advanced training.
"To see Citrix and VMware you need to have expertise, but we take the view that by making our software more utilitarian you don't necessarily need a reseller to be involved at the technical level," Robinson explained.
"Smaller VARs can't necessarily afford to send engineers out on courses all the time," he added.
2X takes the view that this means its partners can devote more time and resources to expanding the scope of their deals through a services proposition, for example.
Andy Carty, sales manager at 2X partner benchmark, said the product had "made our clients' budgets go further without compromise, and where customers see the inherent and practical value in server-based computing but consider Microsoft Terminal Services too basic and Citrix too expensive and complex."