As the application delivery controller (ADC) market continues to divide between legacy vendors and forward-looking software-only players, Kemp Technologies is evolving its messaging by homing in on the application experience. The company also enhanced its automation and predictive analytics capabilities to simplify the deployment and management of its load balancing and ADC software across decentralized, multicloud environments.

At the same time, the ADC vendor, enhanced its global channel program and AX partner ecosystem with new innovations and resources designed to accelerate adoption of its load balancing solutions.

Kemp’s Ray Downes

“About 70 percent of our shipments today are software and it’s predominantly virtualized but also, over the last 18 months or so, moving towards subscription-based and utility-based, per-app ADC,” Ray Downes, CEO of Kemp Technologies told Channel Futures. “So, we took this opportunity to align around the new messaging, which is all about the application experience.”

Intelligence gathered from more than 60,000 Kemp global application deployments indicates that 48 percent of organizations see as many as nine incidents per week that, if gone undetected, could impact end-user application experience (AX). In addition, Kemp finds 61 percent of AX-related events are caused by application capacity issues such as failing or degrading application servers. The vendor’s Kemp 360 AX fabric is designed to proactively solve this for enterprises and service providers.

Kemp 360 AX fabric is designed to simplify the end-to-end application delivery life cycle management. It has three key parts: a load balancer – Kemp Virtual LoadMaster, a management piece – Kemp 360 Central, and predictive analytics – Kemp 360 Vision.

Automation helps simplify the deployment of load balancers across clouds or data centers. Predictive analytics helps users uncover and resolve any app performance issue, even before they occur.

What’s the Kemp partner opportunity?

“Partners can sell a solution which is also a product and they can sell additional services on top of that — like if they have the ability to build or product into their stack and even white labeling that into the service they provide to their customers,” said Downes.

The vendor contends that partners get a robust set of options for delivering its technology to their customers, such as a per-app model for application delivery and load balancing — with zero commitment upfront.

Kemp’s Tony Thompson

“This enables the partner community to deliver a solution to their customers where they don’t have to guess what the future requirements are going to be for load balancing and application delivery,” said Tony Thompson, chief marketing officer at Kemp. “Partners don’t have to worry about over provisioning or under provisioning the technology, and it really aligns with their future business model.”

Kemp has extended its cloud service provider partnerships to include CenturyLink, Ceryx, ConvergeOne, Options IT and Hosting.com.

For channel partners, Kemp is beefing up its sales, marketing and training tools. This includes resale and distribution partnerships with CDW, Immix Group, Ingram Micro, SHI, Synnex, Exertis, SEC Datacom, ADN and IT2Trust, among others. Partner benefits include: