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EXCLUSIVE: NewLease rebrands to Rhipe from December 1

Jennifer O'Brien | Nov. 10, 2014
Due to expansion and investment opportunities both nationally and around the globe, and the need to chart a future pathway with service providers, NewLease is rebranding the company to Rhipe, a move effective December 1, 2014.

Due to expansion and investment opportunities both nationally and around the globe, and the need to chart a future pathway with service providers, NewLease is rebranding the company to Rhipe, a move effective December 1, 2014.

"The rebrand is largely because we recognise that we have a lot more to offer than just subscription licensing," NewLease CEO, Dominic O'Hanlon, said in an exclusive interview with ARN.

Established in 2003, NewLease's key software vendors include Microsoft, Citrix, Datacore, McAfee, Red Hat, Trend Micro, Veeam and VMware. Traditionally, the company grew in the Australian marketplace focused on helping service providers move towards a subscription licensing model.

"We are rebranding under the name of Rhipe, with the strapline of the 'Cloud Channel Company.' Our stated go-to-market will be that we exist to help service providers thrive in the emerging Cloud economy," he said. "What that means is we need to help service providers with more than just traditional licensing. We have some very good IP that handles billing, for example, and enables service providers to provide subscription billing to their customers. We are continuing to expand in terms of our offerings and you'll see that after the rebrand."

O'Hanlon said the move to rebrand also came about because of the company's international expansion over the last two years — and the fact overseas markets had confusion around the brand in terms of being a leasing company versus a software licensing company.

Beyond Australia and New Zealand, the company has expanded into Indonesia, Thailand, Singapore and the Philippines.

"As we've expanded, we've found that that confusion does exist in markets where we haven't been known so we've taken the decision to rebrand the whole company under the name of Rhipe. We're doing that at the same time as investing in substantial growth. We have opened in new geographies, we've also signed a number of new vendors who we represent, and we're expanding our operations in Australia. Our Sydney office, for example, is now significantly larger than it was just six months ago."

O'Hanlon said the company is on a major growth spurt and in a staff expansion phase, recently signing new executives, Chris Sharp as the vice-president of emerging markets (based in the Singapore office) and Ravi Samuel as the new CFO, as well as forming a brand new team in Sydney to focus on Cloud LSP, a worldwide pilot for Microsoft.

"What we have is an investment and expansion story. We're hiring lots of people, and expanding into new programs, partners. Our revenue grew 45 per cent last year. Our customer base grew 44 per cent last year and our growth has been compounded about 45 per cent now five years running.," he said. "As the business continues to expand at 45 per cent annum we need new people, new processes, new systems, new offices, and new locations. We are representing new vendors and we expect to continue that expansion."

 

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