SAN FRANCISCO--Yesterday, 3VR Security named Al Shipp, a veteran technology executive who was most recently vice president of the enterprise division at Apple Computer, chief executive officer, effective immediately. Previous CEO Stephen Russell will continue as chairman.

3VR brings Shipp on board as a veteran technology executive with deep expertise in executing and managing rapid corporate growth. Shipp joins 3VR from Apple, where he built the company's sales and marketing group, tripling business in 18 months. Under Shipp's leadership, Apple's Enterprise Division quickly became one of its most profitable business units. His leadership at the company also included hands-on responsibility for worldwide support and the formation of key industry partnerships.

Prior to Apple, Shipp served as president of Critical Path, senior vice president at Inktomi Corp., and as president of the eCommerce Server and Worldwide Sales Divisions at BEA Systems.

In an interview with Security Director News, Shipp said he came to know Russell when the two worked together at Inktomi. "He's one of a smaller group of people who can spot technology and where it is going -- sometimes before an industry figures out what its problem is."

Russell said the past year the company has been "heads down, like the snake digesting its food" but this year plans to ramp up its activity. Russell said his role as chairman will free him up from day-to-day duties to focus on promoting the company and its offerings in a more public light.

There are some similarities between the market Shipp faced at Apple and what 3VR faces in this industry. "Apple was trying to work its way into the market that, frankly, it wasn't good at. It had great products and technology, but customers didn't know how to take it. 3VR has a similar challenge. It is in a fairly low technology spot with a high technology offering. We need to help our partners develop that value, it is a similar challenge."

Shipp said 3VR plans to position its core technology as a platform and said there is "exponential potential" in this strategy.

Shipp said it is critical to work in conjunction with its channel partners to build and improve business opportunities but also stressed that "by helping the [end user] understand the value 3VR brings" will also help integrators be as effective as possible.