Carter tells CPI why its latest German acquisition is a public indication that the US vendor recognises the privacy-focused needs of EMEA end users, and points to how partners should be taking advantage of changing buying behaviours
Aryaka's latest acquisition of German SASE partner Secucloud is a nod towards "intensely privacy-focused customers in EMEA," according to the US vendor's CEO.
Speaking to CPI, Matt Carter said that he sees the proliferation of European enterprises beginning to spend on larger projects as key to the SD-WAN specialist's future growth.
"We know that privacy is at the core in Europe, and they have extremely stringent laws around data and privacy, so we had to meet that meet the standard," he said.
"What our purchase of Secucloud means for our partners is that what we're doing is essentially getting the gold seal of approval that when you work with us you know that the service and how we do business with customers means that there are no shenanigans.
"And that's an opportunity for partners to make money."
He added: "It's a big deal for us. And it's an indication that EMEA has become a significant and strategic market for us.
"European enterprises are going through their own transformation to digitalisation right now and we're part of that push."
Aryaka now has offices in 13 countries around the world, and claims its annual revenues exceed more than $400m.
For its partners, the broader message in Europe is that the vendor is looking to be aggressively expansionist throughout the year.
In addition to Secucloud, its global channel boss, Lisette Sens, told Channel Partner Insight in April that its eyeing new operations in Southern Europe this year.
And last month, end users affected by Brexit were told of Aryaka's latest services point of presence (PoP) in Dublin, Ireland, inside the newly redrawn EU boundary.
With a larger footprint, Carter claims that partners can expect a boost to their top line from being a bigger fish in the European software-defined connectivity market.
"This will help our channel partners get more opportunities to bring more customers to us.
"We're helping them help us to make some money. It's a very strategic area, not only in terms of putting technology infrastructure in place, but we also see a great deal of high calibre talent in Europe, and we want to be able to tap into that."
Market upheavals in buying behaviours
As well as talent, Carter says the company is looking to drive momentum within two growing areas.
"What we're seeing is the world is not going to go back to what it was. There is going to be some hybrid infrastructures.
"And I think the part of the market that is really going to change and evolve is identity and security," he said.
According to Carter this will necessitate MSPs thinking about "a paradigm shift" in how sales teams explain security to customers, as a result.
"Typically at the enterprise, you can gain access to all your critical applications through the enterprise login.
"Now, what is happening is we're moving away from that model and more down to a user base, and that has an enormous impact around buying behaviours."
With three expansions in 2021 in quick succession, Carter once again hinted that partners could hear of another EMEA development this year.
Publicly, Aryaka has already signalled that it intends to establish more PoPs in Paris and Moscow within the next six months.