Abaca: Reputation Is Everything

By Sara Driscoll  |  Posted 2008-01-30 Email Print this article Print


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The e-mail security vendor offers technology based on receiver reputation and has launched a channel program to woo VARs.

Reputation-based e-mail security vendor Abaca has claimed the SMB sector is under-served in e-mail security and has launched a channel program it hopes will help fill the gap in the market.

The vendor’s hybrid hardware and software e-mail security solution, ReceiverNet, is based around the reputation of the person receiving the e-mail, unlike rival security systems that are based around the sender of an e-mail. "We look at the receiver and build a reputation around that individual, then we calculate whether the e-mail is spam or not," said Bill Kasje, director of business development at Abaca.  He said what makes spam for one person might not make spam for another.

 "If someone has signed up to a newsletter from Macy’s, for example, they will want that, but it may not make it through a traditional spam filter. However, for someone else, a newsletter from Macy’s might very well be spam, but we will have established, by evaluating their e-mail usage reputation, what is spam to each user." This, he added, is where conventional content-protect e-mail security can make mistakes. He said Abaca technology also does not need to open the e-mails to check whether it is spam.

Kasje said the company offers a 99 percent spam filter accuracy guarantee, something it is extending out to partners to pass onto their customers.

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Kathy Contreras, vice president of marketing for Abaca, said every single SMB in North America has a need for e-mail security. "This creates an opportunity for our partners – the SMB market is under-served right now," she said. According to eMarketer research, there will be 9.5 million SMBs in North America by 2010.

The vendor has a direct sales force that intends to continue to run, "although this may change in the future," Contreras said. The direct sales team is commissioned to sell through the channel, and partners are able to register deals, through the new partner program, "which should all help to minimize any channel conflict," she added.

The Abaca Secure Partner Network program will offer three levels of VARs: Premiere, Preferred and Select, with members of the highest Premiere tier able to receive up to 40 percent margin along with MDF dollars. All partners will receive training and a partner Web portal for information and online resources.  Contreras said she is looking to have around 40 partners signed up to the program by the end of Q2. "We don’t want to add partners if we can’t support them properly and we are looking for 100 active partners by the end of the year," she said.


Sara Driscoll began her journalism career at 16 years old on her local newspaper, The Watford Observer. Working part time, she covered a range of beats. Leaving to complete her Journalism Degree at Bournemouth University, UK, Sara then went on to graduate and work for Emap. She began as a reporter on APR, Emap's construction title, being promoted to senior reporter with a year.Sara then joined VNU Business Publications as Deputy News Editor on CRN, the weekly trade title for channel players. She covered industry/business news from vendors, distributors and resellers, product announcements, partner announcements as well as market and trend analysis, research and in depth articles to predict up and coming trends in the sector. She was promoted within a year to News Editor, a year later to Deputy Editor and the following year became Editor. Sara remained editor of CRN for three years, launching the magazine on new platforms including CRN TV and eBooks, as well as several magazine and web site redesigns. She was called on for expert industry comment from various publications including appearing on live BBC news programs. Sara joined Ziff Davis Enterprise as Editor of eWeek Channel Insider. She runs the title in all formats – online up to the minute news, newsletters, emails alerts and events. She also manages the brand of Channel Insider in all formats - events, shows, awards, panel debates and roundtables.Sara can be reached at:sara.driscoll@ziffdavisenterprise.com


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