Synnex adds Australian start-up Nitro to portfolio

Michael Tea (Synnex)

Synnex has inked a partnership with Australian document productivity start-up Nitro.

The Nitro Productivity Suite allows enterprise organisations to equip users with PDF productivity and eSigning capabilities combined with company-wide data analytics together in one integrated subscription.

“Synnex is continuing to drive digital innovation and transformation, bringing value to the reseller network. Nitro has proven itself a formidable competitor in the PDF productivity space and will be a valuable addition to our product portfolio,” said Michael Tea, general manager of ecommerce and cloud at Synnex Australia.

Nitro vice president of APAC Michael Helder said his key focus, since joining the company a couple of months ago, has been on building its distribution and reseller play in the market.

Prior to joining Nitro, Helder worked at Viatek and Upstream, and was previously at EMC as its general manager of operations and productivity. He also held various management roles at Fuji Xerox.

“Synnex is a significant deal for us in the market. Nitro has been experiencing enormous growth through its engagement with resellers globally,” Helder said.

“The growth and engagement that we’re seeing will continue to multiply. Platforms like ours can help digitise paper-based processes and keep people productive.”

Since the start of the year, Helder said the company placed a much stronger emphasis on its market strategy with channel partners playing a critical role in its transition from an Australian start-up, to an enterprise tech vendor.

“We started to work with some resellers in big accounts and it kept growing from there. We’re very channel friendly,” he said.

Helder said it was in the process of hiring new sales and channel executives for A/NZ to help manage its growth in the market.

Next year, it will also be building up its Singapore and Hong Kong headcount as well as seek out distributor partnerships in those markets.

Globally, Nitro works with integrators such as Insight and SoftwareOne. Customers include T-Mobile, Continental, Toyota Financial Services and JLL.

Helder highlighted financial services, healthcare, professional services and government presented top opportunities for the channel.

Resellers will be provided with licenses to use the product internally as well as have access to its partner program involving deal registration incentives, marketing capabilities and training tools.

“We’re trying to be a lot more strategic in the market and align ourselves with the right players,” Helder said.