Trustware is an Israeli startup launched in 2006 which pitches its application virtualization product, BufferZone, as a security solution.
In almost two years the company made almost no progresses: the product is still frozen at version 2.x, and the marketing approach is still oriented to the low-budget consumer market despite the availability of an Enterprise Edition.
Now Trustware tries to change direction appointing two new executives from Check Point and Sun:
- H. Peter Felgentreff joins Trustware as the Vice President of Worldwide Sales. With more then two decades of technology sales and management experience, Peter will oversee Trustware’s global sales execution strategy including direct channels, field operations and partner recruitment. He joins Trustware from Kerio Technologies where he served as Vice President of Worldwide Sales. As Vice President of Sales at Zone Labs (NYSE:CKP), Peter was responsible for building the foundation that led to the eventual acquisition by Checkpoint. At Aladdin Knowledge Systems (NASDAQ:ALDN), Peter’s efforts resulted in his sales division generating nearly half of the company’s annual revenues.
- Martin Hack joins Trustware as the Vice President of Marketing. He has more than 15 years of marketing and information security expertise. Prior to joining Trustware, Martin was the Director of Marketing at GreenBorder Technologies, a security virtualization company that was acquired by Google (NASDAQ:GOOG). He also held management positions at Sun Microsystems (NASDAQ:JAVA), where he was responsible for the Trusted Solaris Operating System. During his tenure, Trusted Solaris achieved triple-digit revenue increase over three consecutive years and became the de-facto standard for secure and classified communication platforms. As a security advisor and risk assessment expert, he consulted to numerous Fortune 500 companies and government organizations.
It’s interesting that Hack is coming from GreenBorder, the stealth application virtualization startup acquired by Google in 2007.
These two exec will have a hard job because, security pitch or not, the competition in the application virtualization market is fierce: Trustware will have to do something incredible if it wants to race along consolidate players like Microsoft, Citrix, VMware and Microsoft, as well as aggressive startups like InstallFree and Endeavors Technologies.