Application Workspace and Prianto Partnership Shows How Trust Transforms the UK Channel Market

The evolution of a vendor/distributor partnership is not particularly different from gaining trust and credibility across a channel market. Both take time, patience, and opportunities for building relationships that start between two people. This foundation of trust is the basis for realizing possibilities, which is what makes the new partnership between Prianto and Recast Software (formerly Liquit) so brilliant. That same foundation will enable the growth of our partnership journey in ways that build trust across the UK market with Prianto UK as our guide.

That journey began nearly 15 years ago when we met Prianto Distribution UK founder and CEO Yuri Pasea, as his firm began the journey to establish itself as a market force to be reckoned with in the UK. “Prianto Group was only 15 people across the whole company in those days, and today we’re 170 people across 15 countries with an expected revenue of a quarter billion annually,” explained Yuri. 

Yuri has 39 years of experience in the EUC (End User Computing) market where he and Prianto UK Sales Director Raj Mehta both come from a desktop deployment background where, according to Yuri, they were the first to bring Citrix to Europe: 

“We were the first people to sell Citrix in European markets, which enabled us to build a great business on relationships of trust. Our ability to deliver Citrix solutions led to VMware approaching us four years later. Today, the foundation of our distribution business is now digital transformation and desktop deployment where a quarter of our resellers are Citrix and VMware, which is the ideal target market for Application Workspace. Because we sell solutions rather than products, we’re exceptionally good at spotting an opportunity.”  

Our track record with Yuri in the EUC and VDI (Virtual Desktop Infrastructure) spaces became a foundation for trust and the ability to present Application Workspace to Prianto. He explained his reaction when we first showed him Application Workspace, where he immediately saw it as the end-to-end application management solution that resellers needed: 

“As soon as I met with the team and they showed us Application Workspace, I immediately saw that the solution solves a problem that we’ve seen over the years in this area in ways that no other solution can. Its flexibility, adaptability, and ease of integration with other platforms far surpasses every other product we’ve seen. So, when Raj said it was something we needed in our portfolio, we started completing the steps to becoming a Recast Software Partner.” 

Understanding the UK Channel Market and Building Trust 

Yuri understood that channel has some striking differences and some similarities between the North American and European markets. This includes the fact that European, and specifically UK markets, are structured around:  

• A distributor-based ecosystem that includes big broad-based distributors and specialized distributors. 
• The natural flow of business begins with the end-user working with their incumbent reseller, who then collaborates with their chosen distributor.
• A highly developed Citrix market that is like the US and Canada, but one that is more advanced in EUC and VDI than in other countries. 

While these market attributes are ideal for Application Workspace, Yuri explained how he sees them as only the most obvious matches for Application Workspace’s end-to-end application management solution for UK market resellers and end users:   

“Many of the end user companies working with resellers have cloud-based, virtualized technologies that use VMware, Citrix, and Azure VDI, among others. Application Workspace’s ability to take the complexity out of shifting between those environments with anywhere, any device access on an individual or group user basis is something that we haven’t seen before.”  

“Every other connection broker requires a lot of work on the back end to get things done, but Application Workspace is quick, simple, and intuitive. Besides thousands of curated applications and automated patch management, we’re also very excited about Application Workspace’s ability to provide a common interface across Microsoft Teams, which is quickly becoming ubiquitous.” 

Application Workspace, Prianto, and DTX Manchester Central  

This year’s DTX Manchester Central event (May 17-18) will be Recast Software’s first official introduction to the UK market as a sponsor and exhibitor. According to Yuri, DTX is a great show for Recast Software’s first official foray into the UK market, as it has changed and grown over the years: 

“As one of three major shows in the UK, DTX has grown from a show for vendors to see each other to a showcase for people to experience the latest technologies. Keith’s first day approach to networking, followed by a second day focused on building end-user relationships is a brilliant approach to the improved DTX From a networking point of view. I think that’s a good sign of a show, because you’re attracting the right people and we’ll be there supporting the building of those relationships.” 

In our experience, a trusted brand like Prianto cuts through the noise of other distributors and vendors to reach into the partner network, which is one reason we selected Prianto. That brings the power of proven relationships that are constantly cultivated and expanded by Yuri, Raj, Prianto UK Marketing Manager Tom Lambert, and the wider team. Their belief in Application Workspace, which they share through their partner networks, makes UK resellers intrigued by its offerings and more receptive to talking to us.

Application Workspace and Prianto Moving Forward 

According to Yuri, while some distributors work with hundreds of vendors, the size doesn’t always mean that the touted solutions are brilliant. Prianto works with 20 vendors, focusing primarily on 12 or 13 of them, with no cross-selling of similar vendors. “Raj and I have worked together for 38 years, so resellers trust us,” explained Yuri. “These strong relationships give us the airtime with these resellers and an ability to introduce Application Workspace and turn that into productive meetings.”  

Recast Software and Prianto are at the very beginning stages of their proven approach to onboarding, which will help speed the process. The goal will be to start the Application Workspace training with key members of the Prianto team while simultaneously creating the integrated branding and marketing across web and social media. This includes the production of collateral, such as solution briefs and other content that speaks to the needs of UK resellers and their end users.  

“We’re confident that we’re the most qualified distributors to sell Application Workspace because we have strong relationships with the UK base,” explained Yuri. “We’re planning to bring an elevated level of attention to Application Workspace that will far outstrip what any other distributors with hundreds of vendors could bring.” 

Building Successful Partnerships 

Successful partnerships start with people collaborating on all aspects of understanding the market, the channel approach, and end user needs. Prianto brings the expertise and direction of Yuri, Raj, the entire team, and Tom, who collectively play an integral role in helping Application Workspace speak the language of its powerful solution to the UK market.  

Prianto is very savvy with social media and can bring a much higher level of visibility than much larger distributors. With the full backing of its parent company Prianto Group, which has 15 offices across Europe, this relationship is already poised to spread across Germany, Turkey, and several other geographic locations. “It’s both interesting and exciting how lighting one fire can set off many others, which shows the unlimited possibilities of the Prianto and Recast Software Partnership,” said Yuri. 

Having the right distribution partner in the UK is paramount to showing the UK channel partner network how no other solution can do what Application Workspace does. But it’s the trust and commitment between people on all sides to deliver that ultimate end-user experience that makes it all work. 

That’s what Prianto brings to the game via the trust of their background, their history, their knowledge, and their team that sees it through. We’ve partnered with Prianto for those, and many other reasons, and we’re excited to have them as our go-to-market partner in the UK going forward. 

To learn more about becoming a Recast Software Workspace Partner, click here.