Business Objects is to launch a new OEM partner program aimed at broadening its market reach.
The Authorised Application Partner program encourages ISVs to integrate Business Objects' reporting, analysis and information delivery tools into their own offerings.
While the program had run in the US for some time, it was only now that the local market was starting to demand business intelligence tools (BI) in its applications, according to channel manager, Rhody Burton.
"Businesses have spent a lot of money collecting data through ERP and CRM. They are now wondering what they can do with that data," she said. "BI is now one of the biggest growth areas in IT."
The broad appeal of BI meant the program would benefit ISVs across a wide spectrum of applications and verticals, Burton said.
"Any application that contains data or is a database product is applicable," she said. "Instead of ISVs creating their own data extraction and reporting tools they can save time and money by using ours."
As such, the program would apply across the whole Business Objects range, Burton said.
"We work with the partner to see what their product is and what markets they are trying to service," she said.
"We then work back to whichever of our products fit those needs."