Canberra-based ISV, SoftLaw, has announced an overhaul of its channel strategy following a rebranding and the 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, said the 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 busi-ness, 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 that 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 an international thing, but we are bringing that strategy back to Australia," he said.