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Interactive Intelligence Buys Netherlands Reseller Brightware

April 02, 2012

Interactive Intelligence is constantly on the lookout to expand the global penetration of its unified IP business communications solutions. Whether through acquisition, which occurred when it bought the assets of South African reseller ATIO in January of this year, or through distribution agreements like last week’s announcement with reseller RKe in Saudi Arabia, spanning the globe is a clear priority. The company spread its reach into the important Benelux market today with the signing of a stock purchase agreement of its Netherlands-based reseller, Brightware B.V.


Effective April 1, 2012, Brightware is now owned by Interactive Intelligence. The new entity will operate as ININ Netherlands B.V. The all-cash transaction means Brightware's 14 employees will join Interactive Intelligence's current sales, marketing and support teams. This brings to 22 the total employees based in the Netherlands for serving the key Benelux region where important clients include Klant Contact Services, SNT and Unirobe Meeùs Group.

The move reinforces a commitment to the Benelux that goes back over a decade. Interactive Intelligence founder and CEO, Dr. Donald E. Brown stated, “This acquisition marks the continuation of our strategy for growing existing operations in key international markets…Since we first set up operations in the Netherlands more than 12 years ago, our products have been met with broad acceptance throughout the region. Brightware's staff of skilled deployment and integration specialists, along with its experienced support team will be integral to our success there. Our expanded footprint in Benelux will also help us build momentum for our cloud-based communications-as-a-service offering.”

Additional noteworthy aspects of the deal are:

  • Privately-held Brightware, founded in 2008, has been an exclusive Interactive Intelligence reseller since 2009.   
  • The Brightware office in Culemborg, Netherlands will continue operations, along with the existing Interactive Intelligence Netherlands office in Amsterdam.
  • ININ Netherlands will continue distributing its solutions through existing and new Benelux-area channel partners, as well as through its direct sales team.
  • All Brightware B.V. functions including sales, support, marketing, and finance are expected to be completely integrated into the Interactive Intelligence organization within six months.


What’s next?

Interactive Intelligence is clearly taking a measured and opportunistic approach to its global expansion efforts as noted above. It feels comfortable in places like the Benelux optimizing its opportunities based on a mixed direct and partner strategy.  In fact, Interactive Intelligence says that ININ Netherlands will deliver solutions through existing and new Benelux-area channel partners, as well as through its direct sales team. It is also seeking to actively recruit additional partners in the region.  

A mantra of business schools around the world is that a key to success is to “think global and act local.” Simply put, companies looking to grow their business in foreign markets should address country and regional differences in the manner that is the best fit to meet overall short and long-term strategic objectives while optimizing operations based on local conditions. This includes having the flexibility to operate successfully while being sensitive to the way in which existing and potential customers prefer to consider, and select their trusted vendors for critical technology solutions.  

This is a model that has been effective for Interactive Intelligence for many years. It will be interesting to see what the future holds in terms of their next target of opportunity and the approach employed to optimize it.




Edited by Jennifer Russell

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