Ayaz Rathore R-Com and Phil Croxford Q&A

October 9, 2014
Ayaz Rathore R-Com and Phil Croxford Q&A

Following his appointment as Director of VMware’s Partner Organisation for UK and Ireland, Phil Croxford was keen to be introduced to some of our key partners. Earlier this week Phil met with Ayaz Rathore, founder and Director of Sales for R-Com, to talk through R-Com’s highlights of the year so far, their business’ plans for VMworld Europe and some of his experiences as a VMware Premier Partner…

Phil: R-Com has been a key solution partner for VMware for a number of years now – more recently, what have been your biggest highlights?

Ayaz: Maintaining our status as a VMware Premier Partner has been a huge achievement for R-Com. It’s something we’re immensely proud of as an organisation and which really validates the close relationship we have with VMware.

R-Com has also, once again, secured a spot in the highly coveted Sunday Times Hiscox Tech Track 100. It’s our second consecutive year in the list – this time celebrating our impressive 82 per cent growth rate and sales of over £7m. Also in the last month we were named as High Growth Business of the Year at the E3 Awards – recognised for our impressive growth in revenue and profitability, not only through new customers but also through organic growth of our existing customer base.

On a personal level, I’ve been shortlisted for the Technology Entrepreneur of the Year at the North West Entrepreneur of the Year Awards – its huge accolade and an honour to even be considered!

These awards owe a big nod to the VMware Partner Programme – the support we’ve received, with everything from marketing assistance to technical expertise, has been key in helping us build the trust of our customers and prospects. Without a doubt, retaining our close ties with VMware has helped us stay at the forefront of the market and deliver the best quality technology available.

Over the last year VMware has made a number of high profile acquisitions – what sort of impact have these deals had on R-Com’s success in the market?

VMware’s EUC portfolio has always been important to our market strategy and the acquisition of AirWatch has had a real impact on our ability to deliver in this market.

Mobile Device Management is climbing ever higher on the business agenda with organisations looking to implement BYOD policies and empower their staff to make their own technology decisions. At the same time, concerns over shadow IT and data security are also on the rise. Our customers want a solution which can offer their employees the freedom to use IT in a way which makes them most efficient and productive – while, of course, allowing the IT department to keep a careful control over the applications and services being brought into the business. From an architectural standpoint, AirWatch’s brand of MDM has been built with security at its core – it creates a very compelling offer for our customers.

All the partners I’ve spoken with so far have been very forthright in telling how VMware’s continued investment in its partner programme has made a big difference to their organisation – what has been R-Com’s experiences?

The success of our partnership with VMware rests not only in the quality of the products, but the investment the organisation makes in forming real, two-way relationships with the channel. VMware has, on numerous occasions, not only listened to our feedback but acted on it. As part of the VMware Partner Advisory Council we see this first-hand.

The vSphere Optimisation Assessment (vSOA) is a great example of the impact possible – when the partner community had concerns over the promotion of vSOM, VMware was able to react and launch a new service which helps us give customers a first-hand experience of the product. vSOA has been a huge factor in our renewed success with vSOM.

Additionally, VMware’s substantial investment in technical and sales training has been vital. So far this year we’ve been brought up to speed with all the latest products – including NSX and Virtual SAN – allowing us to stay at the forefront for our customers and keep them updated on the latest advancements in enterprise technology.

Will R-Com be attending VMworld Europe this year? What will you be looking out for?

We’ll be there, we wouldn’t miss it!

We’re taking a few of our key customers along in order to see some the Software-Defined Data Center sessions and start road mapping the future of their infrastructure. Obviously it’s interesting for our customers but also important for our own staff – VMworld Europe always provides us with new insights and ideas for how we help our customers cut their IT complexity while improving their productivity and efficiency.

We’re hosting a few of the sessions ourselves and we’re really looking forward to discussing some issues affecting today’s enterprises.

Many thanks to Ayaz and Phil for their time – if you’re interested in joining R-Com at VMworld Europe then remember – it’s not too late to register.

Phil Croxford_VMwarePhil Croxford is the Director of Partner Organisations for VMware, UK and Ireland. Phil has over 17 years’ experience in software partnering – including time at SAP and Oracle. In his current role, Phil is responsible for all aspects of VMware’s UK and Ireland partner programmes.


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