Archie Wilson is "chasing the high-growth industry" with US-based CRM software vendor, FrontRange after standing down as 3Com's Australia/NZ manager less than two weeks ago.
As vice president for the Asia-Pacific, Wilson will be situated in Sydney, driving a concerted effort to penetrate the untapped SME market and expansion throughout Asia.
"In terms of CRM, Gartner analyst figures put the worldwide penetration of the mid market at less than 5 per cent," said Dana Buys, CEO of FrontRange Solutions. "If you look at where the majority of Australian businesses sit, it's in that space." According to Buys, FrontRange is the dominant CRM product in the midrange market, a position with huge opportunities in an industry growing at a rate of 50 per cent per annum.
Wilson believes the CRM market is set to explode as soon as SMEs realise CRM is no longer a tool specific to big business. "There are a number of factors which have helped fuel the SME sector," he said. "Prices are coming down and installation time is getting shorter. Nowdays you can have the hardware and CRM up and running inside three months."
As with his previous posts, Wilson is dedicated to driving business through traditional and alternative channels, citing it as a more practical method for the SME space than direct sales. "Because of the diversity of the Australia channel you can map the target sector quite distinctly back to the resellers who service them," he said. "We can target specific markets such as real estate and match make them to genres of resellers." FrontRange also plans to feed the channels' shift from pure box sales to value and services by offering training on business skills.
While Wilson told ARN he departed 3Com on amicable terms, he expressed a sentiment that the network hardware vendor had reached a plateau in terms of growth stemming mostly from the rapid commodification of products.