Instart, a provider of tools for optimizing Web site experiences, announced today it had expanded its management team with an eye towards developing deeper relationships with systems integrators (SIs).
The new members of the Instart management team include:
- Tom Flink has joined as chief revenue officer (CRO);
- Mitch Parker has joined as chief customer officer (CCO);
- Natalie Lambert has joined as chief marketing officer (CMO); and
- Thirumalesh Reddy has joined as senior vice president of engineering.
Flink has a long history in the channel after working in various channel roles at Citrix, RES Software and Forcepoint over the last few years. One of the first tasks at Instart will be to strengthen ties with Sis that are looking for alternatives to Instart rivals such as Akamai, says Flink.
One of the things that differentiate the DX Platform from Instart is that in addition to providing content delivery networking (CDN) and security services via point of presence (PoPs) on the Web. Instart makes extensive use of machine learning algorithms and client software that makes it possible to optimize Web experiences based on the type of device and browser being employed at the endpoint, says Flink. That capability is then employed to maximize, for example, advertising revenue, adds Flink.
“It’s a lot more than a PoP,” says Flink.
Flink says Instart is looking for partners that can help position the company as a platform for managing digital experiences, versus CDN services that are already commoditized. Existing Instart customers include Neiman Marcus, Kate Spade New York, Hearst, Office Depot and Edmunds.
At a time when there’s a tremendous amount of focus on digital business transformation, the conversation surrounding the role Web sites play in any organizations overall business strategy is rapidly evolving. The challenge and opportunity for channel partners today is finding a way to participate in those conversations in a way those organizations are most likely to find relevant.
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