OpenJDK focused Azul is readying its global channel programme to meet growing demand for alternatives to Oracle Java.
Simon Taylor, vice president of global channel sales at Azul, said the vendor is expanding its channel programme worldwide. Previously direct, the vendor has been converting to a channel sales focus for two years.
“We recognised that resellers are keen to expand their differentiation into high-value service revenue streams,” Taylor said.
He said pressure on traditional license margins were spurring Azul’s shift to the channel.
“By empowering our partners with flexible terms, attractive margins, type specific rewards structures and comprehensive training, we are building an ecosystem that delivers exceptional value to Java users worldwide,” Taylor said in the announcement.
At the same time, more organisations were expected to want cost-effective alternatives to Oracle Java. Escalating licensing fees, unpredictable cost structures and demand for open-source solutions such as OpenJDK are increasingly driving customers away, the vendor said.
Azul targets channel sales expansion
Overall, this meant Azul was developing “a more aggressive channel-centric sales model”, Taylor said.
Therefore Azul would focus on bringing migration partners into its own service engagements as well as collaborating with partners early in the advisory license phase. Azul has highlighted “substantial” year-over-year growth in partner engagement and revenue contribution so far.
“This growth is due in large part to the demand for licensing and pricing expertise aligned to IT asset management services, and specific migration advisory engagements as customers seek alternatives to Oracle Java,” it said.
“Azul’s channel partners contributed 44% of the company’s new and upsell bookings for the first half of its fiscal 2025 year and a 50% increase in inbound opportunities.”
In the last year, US-based Azul signed 15 new strategic partners across Australia, the Middle East, South Africa and India. It also expanded in Paris to oversee partners in France, Greece, Italy, Portugal and Spain.
According to Azul, customers are turning to independent channel partners to provide Oracle Java discovery and inventory services, license analysis and recommendations for OpenJDK alternatives, such as the Azul platform.
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