EMC has appointed a new head to its Australian operations, naming Steve Redman as its new managing director.
Redman, the only internal candidate on a three-person short list, is aggressive about his strategy for the IT storage company, saying he plans to focus on the mid-tier market as IT budgets are under tighter scrutiny.
While IT tightens its budgets, Redman said his most pressing task is to change the image of EMC that it operates exclusively at "the high end of town" and to focus on this mid-sized market.
To that end, Redman plans to increase and strengthen EMC's channel in an attempt to forge new customers from the small and medium business space. According to Redman, this is already happening. Channel sales now make up 40 per cent of total sales, almost double that of 18 months ago.
He said that of the 72 customer transactions from this quarter, 30 of them were new names and almost 90 per cent of that figure were in the mid-tier market.
EMC regional boss Gary Jackson told Computerworld that Redman is "strong, aggressive and intellectually competent".
Redman said EMC had 25 per cent market share in Australia, but he is focused on increasing that percentage and strengthening EMC's channel In addition, he expects to increase the head count in Australia and New Zealand.
Redman, who has been with EMC for more than two years, replaces Frith, who departed the company in a major shake-up two months ago.