Crayon Acquires Atria in Singapore

Crayon Acquires Atria in Singapore

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Deal for Microsoft SPLA and Cloud licensing experts to the Singapore and South East Asian market bolsters Crayon offering

Crayon is delighted to announce that it has completed the acquisition of Singapore-based cloud licensing experts Atria for an undisclosed sum. Atria are the leading experts in Microsoft SPLA and Cloud licensing solutions to the Singapore and South East Asian market. The company is the partner of choice for IT service providers looking to optimise their cloud solutions business and has established strategic relationships with many of the leading global software technology partners.

Rune Syversen, Crayon Group CEO, explained: “At Crayon we are passionate about optimising our customers ROI from complex technology. Critical to this is our ability to serve our customers wherever they are based and to assist them to fully leverage the capabilities and opportunities that are being driven by the cloud first, mobile first world. The South East Asian market is a critical and growing area of global commerce and I am convinced that the addition of Atria to Crayon Group will be great news for our customers, team and technology partners.”

Atria are headquartered in Singapore and also have offices in Kuala Lumpur which serve the Malaysian market. They acquired the M-Works business in Singapore six years ago and have been a pioneer in the Microsoft SPLA business since that time. Today, the company is the largest SPLA distributor in Singapore and a specialist in supporting the South East Asian cloud and hosted solutions service provider market.

Sandeep Angresh, Crayon SEA, CEO added: “Part of our vision has always been to make Crayon the predominant cloud business partner for the cloud and hosting solutions market in South East Asia. We aim to go beyond optimising the licensing arrangements for our customers and drive innovation in terms of service provider support and service development to be a major enabler of Cloud business acceleration within the service provider market. I’m convinced that the addition of Atria to our business will accelerate our progress to this goal and will add additional value to our customers and team.”

I am the Group Chief Marketing Officer at Crayon. My team are focused on driving enhanced lead generation campaigns and nurturing for our sales organisations across multiple geographies though the utilisation and coordination of all online and offline communication channels. We are driving increased brand awareness in the business's core competency areas of Software Asset Management (SAM), cloud and volume licensing solutions and associated consultancy services. I have over 20 years of senior business leadership experience within direct marketing/direct sales and mass distribution businesses, in both the B2B and B2C markets serving on the boards of both private and public multinational corporations.