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ANTs Software thinks there’s a market for its high-performance databases, and the company is hoping resellers agree.

The Burlingame, Calif., company recently unveiled a partner initiative, the ANTs Software Alliance Program. The program aims to cultivate alliances with a few VARs in select vertical markets: financial services, telecommunications, health care, real-time logistics and security. The program also reaches out to OEMs and ISVs.

Embedding ANTs Data Server within an application is how Wireless Services Corp. plans to sell the database.

Wireless Services provides an SMS (Short Message Service) gateway software product. “We built a core product around Windows NT and SQL Server,” said Curtis Miller, vice president of engineering at Wireless Services, which develops and operates value-added data products for carriers. “We found that there was a bottleneck in the system where we’re doing high-volume queuing of messages to be picked up and transmitted.”

The company shopped for a technology to solve this problem and eventually opted for ANTs Data Server. The Bellevue, Wash., company was able to take advantage of the product’s performance, while making only minor modifications to its own software and remaining compatible with SQL Server, Miller said.

Meanwhile, Moore said he favors ties to database-savvy resellers over the creation of a direct sales force. “It makes much more sense to go to market in a partnership fashion,” he said.

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