Wired City eyes Asia

SOFTWARE developer Wired City is targeting markets in the Asia Pacific region and building its US presence as part of its global expansion plans.

Wired City managing director Chris Farquhar said the predictive analysis software developer was positioning itself to enter new markets in the Asia Pacific with the aim of doubling revenue over the next three years.

He expects Wired City to maintain enough growth to then increase revenues by 25 per cent over the subsequent five years.

Mr Farquhar said the Perth-based company, which was bought by US software developer OSI Software in 2001, would continue to retain its R&D and software development division in Perth, which also acted as one of OSI’s global support centres.

A wholly owned subsidiary of OSI, Wired City used the partnership to develop a presence in the tough US market and is now building its presence in the Asia Pacific.

“We have distributors or offices in 12 countries around the world, so we are using those distributors and really our focus in Perth, aside from building and supporting the product, is the Asia Pacific,” Mr Farquhar said.

“We’ve recently been up to Korea, Japan, Taiwan and I’m doing Singapore and Malaysia next week and India in December.

“We are working with distributors in those areas to market the product and train them up on it.”

Mr Farquhar established Wired City in 1999 after returning from working for OSI in the US.

After developing the company’s flagship product, ‘IT Monitor’, Mr Farquhar utilised his relationship with OSI to secure the partnership deal that has allowed Wired City to develop and market the product and grow the company.

“It gave us a chance to really drive things from Perth. I had definite ideas about what I wanted to do with the product and didn’t really want someone to come in and railroad those ideas,” he said.

“They [OSI] have been very supportive and obviously they’ve got links into the US, which is a huge market. It is very hard to crack the US without having a partner like that.

“We’ve been able to maintain the Western Australian content of the development and drive the direction and also expand globally as well through the partnership.”

Mr Farquhar said that, in the 2001-02 financial year, following the deal with OSI Software, annual sales increased from $A100,000 to $A880,000, and have been doubling each year since then.

The company now employs more than 20 people in its Adelaide Terrace office and maintains a presence in Sydney, San Francisco, Virginia and Los Angeles.

IT Monitor uses predictive analysis techniques to monitor and report on a company’s IT&T infrastructure.

Customers using the system include Dow Corning, Alcan, Westar Energy, Ericsson Corporate Networks, WA Water Corporation and Harmony Gold Australia.

Mr Farquhar said the product’s point of difference with its competition was that it could be applied across the systems of an entire enterprise.

“Usually with detecting problems on IT and telecommunications systems, people look at a particular part of the system,” he said.

“If, for example, you are in the office and you are trying to get on to mail and it is very slow, usually people would go to the mail server to check it.

“But what they don’t normally do is also check the server that the application is sitting on and the network device it is connected to the network with, and maybe the Internet.”

Mr Farquhar said there were several possible points of failure in an entire system.

“Normally it is very hard to look at all of them, because there is a lot of data and also people can’t correlate that data across all devices,” he said.

“That is what we do.”

Benefits of the system included reduced trouble shooting time, technical support costs, admin costs, improved asset utilisations and increased availability on IT systems, Mr Farquhar said.

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