GFI Software has been ramping up its marketing around the managed services provider (MSP) opportunity, building out its channel, developing its offerings and signing on to sponsor the gen-AI and MSP categories at a three-day US technology expo.
Eric Vaughan, chief executive officer of GFI Software, said the firm is focusing on expanding its reach by appealing to “top-tier” MSPs with the sponsorships at IT Expo TechSuperShow.
“Our commitment to the MSP community is stronger than ever, with [remote management and monitoring (RMM) platform] GFI AppManager and our comprehensive MSP suite playing a pivotal role in our partners’ growth,” Vaughan said in the announcement.
“Returning as a Platinum sponsor for MSP Expo 2024, we’re showcasing our continued innovation in the MSP space.”
Texas-based GFI shelled out for Diamond sponsorship of the generative AI expo as well at the 13-15 February Tech Super Show in Fort Lauderdale, Florida, presenting offerings including GFI AppManager.
Vaughan added that GFI’s “genAI-first strategy” aimed to drive “smarter, more responsive, and infinitely more efficient” technologies, with the company changing its products and corporate culture in line with demand for AI.
“Take our AI Monday, a day where employees across all departments and levels will engage exclusively in AI-related working sessions and project development, more than just a skill-building exercise,” he said.
The sponsorships came hard on the heels of a January deal with Italian cloud, cybersecurity and IT infrastructure solutions distributor ICOS, which also targets Greece, Malta, Cyprus and the DACH countries.
Derek Nower, senior vice-president of global channel sales at GFI Software, said the channel expansion would broaden reach in the mid-market and enterprise firms.
“Our existing distributors have a strong foothold in the SMB sector, but ICOS brings the expertise we need to elevate our presence in larger-scale operations,” Nower said in the announcement.
GFI in September extended its strategic partnership with UK-headquartered distributor QBS with an eye to further SMB and MSP opportunities in France and the Nordics, as well as announcing it would incorporate gen-AI co-pilot components to all its software products.
( Photo by micheile henderson on Unsplash )
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