Blue Reef eyes US market

Australian security appliance and software vendor Blue Reef is heading to the US in an effort to tackle what it considers its ultimate market.

Armed with a million Aussie dollars to cover initial setup costs, and fund participation in a six-month University of California (UCLA) program to develop a specific, market-entry strategy, Blue Reef CEO Robert Smyth said speeding market entry will translate into commercial success.

"This, with our growing success in enterprise markets and the assistance of the UCLA Global Access Program that speeds our market entry, gives Blue Reef the strong start that we believe will translate into commercial success in the US," Smyth said.

"We have long seen the US as the ultimate market for Blue Reef. In the education sector alone, where demand for our technology is strong, the US market is more than 20 times Australia's size."

As part of the UCLA Global Access Program, MBA executives spend six months developing a go-to-market strategy, and at the conclusion of the project the Blue Reef offering and proposed strategy will be presented to potential partners and venture capitalists.

Both ADI (Australian Distributed Incubator) and venture capitalist firm M-Group have previously dedicated $250,000 to Blue Reef to fund US market entry.

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