SoftGen sees Bright future in mobility

Software specialist, SoftGen, has become the first distributor of mobile application tools from local software house, Bright Software.

CEO, Bruce Allan, said the decision was based on the increasing popularity of mobility solutions. Bright's flagship product, the BrightMobility infrastructure platform, incorporated a mobile device engine, gateway tool, application designer and integration engine.

"SoftGen's core business is the distribution of technologies in the development space. That includes integrated development environments, requirements management, governance, application lifecycle management," he said. "This allows us to offer a whole solution for those making investments in development infrastructure." Allan said the Bright tools could be bundled with Unify and Borland software.

Bright Software sales and marketing manager, James Bridges, said it had chosen SoftGen because of its software focus and its success with Borland. The company had also considered partnering with several broad-based distributors including Ingram Micro. "SoftGen is looking to expand into other areas and add extra strength. I think it's a good fit," he said. "We didn't feel we would get the focus we wanted with a broad-based approach." Bright previously operated a hybrid model of direct and channel sales. Bridges said it planned to push the majority of future sales through the channel.

"With the appointment of SoftGen, we want to grow our reseller base and move as much of our business as possible through them so we can concentrate on research and development," he said.

Partners could either on-sell the vendor's mobility suite to customers on a licensing basis and provide support, or build applications themselves, Bridges said. The platform could be integrated with a variety of back-end data office solutions.

"Aside from the hardware add-on sale with PDAs, mobile accessories and so on, resellers can build services around delivering applications," he said.

Allan said at least 25 current resellers were expected to take up the Bright products. The distributor would run an authorised reseller program to provide training, sales and technical resources, and marketing templates.

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