Channel partners can now get their hands on directory listing software after Telstra lost a court battle to stop third-party companies reusing the information.
South Australia-based software distributor, Saratoga Distribution, has landed an exclusive deal to provide Prospect Marketing software, which entails full Australian business and residential lists.
Saratoga director, Ivar Stanelis, claimed third-party listing products were previously strong sellers. However, during a court battle between Telstra and listing provider, Desktop Marketing, in 2001, such software was found to breach copyright laws.
This decision was overturned in February this year when Telstra and its Sensis unit lost a copyright infringement case against third-party vendor, Phone Directories, for using Yellow Pages and White Pages information. The ruling makes way for software developers to use that type of information in new products.
“What we’ve got now from Prospect is very up-to-date lists from a large variety of sources that are washed against Telstra data. We think it is a strong opportunity for us and Prospect Marketing to fill the gap in the channel,” Stanelis said.
Prospect will release a range of products but the most prominent are the Australian business and residential lists, which have close to 8 million records. These provide company name, street address, phone number, business type, Web address, email, mobile and ABN details where available.
The vendor is also planning custom directories for specific verticals such as accounting. Numbers listed on the Do Not Call Register are not included.
“Most people always put in their marketing an opt-out, which is what the law requires,” Stanelis said.
Key markets include marketing and call centre companies as well as law enforcement and other agencies that need access to lists quickly.
“There’s the ability to search any field in this product, and if you know some sort of address or phone number, you can find out the rest,” Stanelis said. “It’s a strong opportunity for people to get involved with direct marketing, which hasn’t been that easy in the last five years, because the data has originally come from overseas.”
Prospect Marketing sales manager, Oliver Norman, said it was Saratoga's reseller network and Stanelis' extremely pro-active attitude that influenced the decision to choose them as a distributor.
"It also gives us exposure in a market that we wouldn't have been able to reach before," Norman said.
Up to 70 per cent of vendor's business is direct, but Norman expects the appointment of Saratoga to change that.