NinjaOne foresees stronger growth in Southeast Asia

The security vendor has established a team in Singapore to support the increasing number of customers in region.

NinjaOne has hired a new channel leader for the ASEAN region as well as a channel team to support partners in closing the opportunities that are available in the region.

“We have a really good multitude of partners here locally. We've seen that it's the right time for us to expand beyond the ground and really start to push into this region really hard,” Victor Guerrero, VP of Channel and Alliances for APAC at Ninja One said in an interview with CRN Asia.

Guerrero also shared that this is just the beginning of the NinjaOne’s investment strategy in Southeast Asia as the region remains a high growth area for NinjaOne.

While Sydney will remain the headquarters for the APAC region, Guerrero pointed out that NinjaOne already has a significant presence in Singapore through its Dropsuite acquisition in 2025. Singapore, Malaysia and the Philippines remain primary markets for NinjaOne. Guerrero explained that Indonesia and India are also showing good traction recently.

“India for us will absolutely be a focus region in the future. We just need to be cognizant that we don't mind too much that we can't execute. We're very heavy on doing what we say. Most recently, we've just taken on Japan as well. We've made some really big investments into Japan where we've got a team now in Japan itself to springboard us to the next level,” he explained.

Dealing with competition and partners

Southeast Asia continues to see increased demand for managed service providers in the region. This has also led to growing competition by vendors.

For Guerrero, while the market is getting crowded, there is still plenty of opportunity available.

“Asia's always been a very manual market. But the reality is our market is slightly different. Yes, we do a lot of work with MSPs, but we're also doing a lot of work into what we call internal IT especially with larger organizations that have their own IT teams. Believe it or not, we don't run into a lot of competitors,” he said.

“If you look at our platform and the way we've positioned ourselves, if you look at the premium support that we provide as a standard, and the way that the platform is also spreading as well, we've just released asset management, vulnerability as well as added Dropsuite with our SaaS backup, we're becoming more and more unique. We're not really concerned about the competition. In some ways, we're creating the market,” he added.

Guerrero also shared that the uptake has been excellent from partners, especially with NinjaOne available on AWS, Azure and Google Cloud.

“In terms of our partnership with Pax8, it is the same as it is with Pacific Tech and a number of other distribution points. What we're trying to do is identify what's the best route to market for our partners. Who are they doing business with already that it's easy for us to transact with them. Pax8 is one of those, but there'll be several others that we bring on board as well. At some point in time, I would anticipate that there will be some rationalization and we'll stay with the bigger partners,” he said.

Guerrero added that the goal is to have a regional player in each of the countries and to have a specialist in each of the countries as well.

“There's plenty of market for all the players that we've brought on board because they all have a different specialization. I'm super excited about the fact that we've now got resources here on the ground, which is a huge step forward for us,” he concluded.