Genie pops out of bottle for SoftGen

Genie pops out of bottle for SoftGen

B2B distributor SoftGen Australia has inked an alliance with supply chain management software vendor Genie Systems, to resell the vendor's OrderWare product suite.

While SoftGen will be offering the product to its reseller partners, the distributor will be predominantly incorporating the OrderWare product suite into its professional services Solutions Division, according to Jim Bradshaw, managing director of SoftGen.

Bradshaw told ARN SoftGen currently conducts about 40 per cent of its business through its professional services business. This includes software design, consulting and programming services for many of Australia's largest corporations.

"OrderWare fits into our strategy of having products to meet the e-commerce demand that's out there. It isn't competing in that crowded low-end space, it's complimentary to our other products and doesn't conflict with our [reseller] partners. We made sure of that."

SoftGen is hoping to recoup its considerable investment in the product by 2001, claims Bradshaw.

"We expect to have some orders before Christmas, but we're looking to ramp up operations in the first and second quarter of next year," he said.

Genie Systems, which originates from New Zealand with headquarters in San Francisco, plans to leverage SoftGen's reseller and customer base in Australia to establish its presence locally.

Heading up the local operation is Robyn Brook, business development director for Genie Systems, who told ARN the vendor's approach in Australia is double-pronged, with direct sales on one hand and a channel model on the other.

However, Brook claims the bigger focus will be on growing its channel sales. It plans to do this by picking up a relatively small variety of resellers - from systems integrators, VARs, consulting firms to ASPs - which will afford Genie Systems substantial geographic coverage.

Brook claims Genie will offer its channel partners pre sales support in proposals and training, as well as skilling up resellers to "own the customer", once they've secured the initial contract.

Genie's decision to expand into Australia was the result of significant market research and the prior intention that the vendor would "always be a global company", added Brook.

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