Keith Fenner, vice president of sales for Sage ERP Africa and head of Sage Middle East, has spoken to ITWeb Africa about the company’s growth strategy and plans for the African market.

Fenner visited South Africa earlier this year and he said at a local Sage event that Sage ERP Africa has an 18% share of the enterprise software market in SA with a significant share in East and West Africa as well as territories such as Zimbabwe.

According to the International Data Corporation (IDC) ‘South Africa Enterprise Application Software Market 2013–2017 Forecast’, Germany-based SAP has a 48% market share in the local market, while Oracle has 20% and Syspro 5.3%.

SIMNIKIWE MZEKANDABA: May you share with our readers your growth strategy for the African market?

KEITH FENNER: More of the same, we will look to continue growing our partner community and skilling them up on all the new versions and technologies. We will also increase our sales and marketing footprint to assist in finding and closing deals.

SIMNIKIWE MZEKANDABA: Sage recently opened offices in Nigeria and Kenya. How are operations in those markets going?

KEITH FENNER: East and West Africa offer great growth potential. We have been active in the markets for over a decade so the business is strong. The direct presence will help leverage the existing success and catapult us into the next growth phase.

SIMNIKIWE MZEKANDABA: Which companies in Nigeria and Kenya are users of Sage software?

KEITH FENNER: Traditionally wholesale and distribution but Sage ERP X3 allows us to penetrate both manufacturing, services and recently oil and gas through our vertical.

SIMNIKIWE MZEKANDABA: Are these more small to medium size companies?

KEITH FENNER: Sage ERP Africa solutions are designed globally and delivered locally for the mid market enterprise. We scale from low mid to upper mid and in Africa the enterprise space can also provide lucrative opportunities.

SIMNIKIWE MZEKANDABA: What other ERP solutions are you planning to bring to the African market?

KEITH FENNER: Sage ERP Africa represents the only three global solutions from Sage Group – Sage 300 ERP with over 45,000 customers in over 150 countries, Sage ERP X3, our flagship ERP with over 200,000 users globally and Sage CRM which provides the sales and marketing layer for both ERP’s.

SIMNIKIWE MZEKANDABA: At the Sage Prospect Seminar Agenda you spoke about logistics being a big growth area for Sage in Africa - can you share more on that?

KEITH FENNER: We are finding many logistics companies are looking to drive efficiency through mobile technologies to enhance the maintenance procedures. They are looking for a single vendor providing a web based ERP, full integrated maintenance suite and mobile technology integrated to tracking software and billing solutions. Sage ERP X3 and Sage 300 ERP provide very strong options in this market.

SIMNIKIWE MZEKANDABA: And lastlym you mentioned the potential of the mobile space - does Sage have plans to roll-out its software in the mobile space in Africa?

KEITH FENNER: Of course, mobile and smart device adoption is huge in East and West Africa so the strategy for South Africa is the same as Africa. Mobile is vital.