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SoftLaw touts new channel strategy

SoftLaw touts new channel strategy

SoftLaw will give its channel model a revamp to coincide with the Canberra-based ISV's rebranding and launch of its latest offering, RuleBurst.

The policy and business rules specialist's new strategy involves greater reliance on integrators, value-added resellers and technology partners.

It has also refocused on its local operations and a new mid-market push after its expansion into the US and UK markets.

CEO, Surend Dayal, saidthe changes followed a management buyout late last year and de-listing from the ASX.

"Our listing imposed a lot of cost on the business without the benefits," he said. "We also wanted to change the business model."

Working in isolation in Australia, the company had developed integrator capabilities outside its core software business, Dayal said.

"That model doesn't work as you have companies such as IBM, EDS and Accenture who own that part of the process," he said. "People are looking for vendors who have a specialty around their product, so we have rebranded to reflect that new focus."

As part of SoftLaw's new identity, the company would look to gain additional expertise through partnering with an additional five vertically-aligned VAR and six technological partners, Dayal said.

"Partnering with integrators has been more of an international thing, but we are also bringing that strategy back to Australia," he said. "Working by ourselves we probably had a 50 per cent hit rate, but with partners it's more like 99 per cent."

The company's RuleBurst offering - which allows users to turn compliance legislation into business rules - had also been revamped to cater to the SMB market as well as the company's existing enterprise and government customer base, Dayal said.

"Non-technical staff can now build a set of business rules in Microsoft's Word environment," he said. "Small businesses don't have the technical staff, and in large organisations, management wants to take control back from IT."


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