A start-up service for advertising local IT experts has promised to cut the cost and aggravation involved in marketing for IT resellers and service providers.

David Cruse, chief executive of Conjungo, has spent four years developing the company, a new technology supplier search engine launched earlier this month with 15,000 technology suppliers already listed.

The system filters information by regions, expertise and market segments, enabling end users to select local specialists by product area and market.

Cruse said the system solves several problems at once. Some were issues he identified as a user trying to find a local supplier, and some were identified through his work in a previous incarnation, as an analyst for Bloor Research.

“End users have a nightmare finding a local technology supplier with the right knowledge and experience. Google does not do the job. And resellers have a nightmare marketing themselves as they do not have the time or the savvy,” he explained.

“With Conjungo you can find a Kingston-based voice over IP expert with a knowledge of recruitment. I know from experience that you cannot do that in Google.”

Cruse added that resellers will not have too much work to do. “We are approaching the vendors to pay for reseller listings out of their channel marketing funds.

“We even manage the listing information for the resellers because we know they do not have the time. We put it up quickly and then they can edit it later if they want.”

So far 25 vendors have signed with Conjungo, including BT, Oracle and Steljes. However, one notable absentee is Microsoft, which sources say is planning a similar service.

Citrix’s channel development manager, Mick Paddington, said Conjungo could be the ideal device for helping the company sell to SMEs. “It is all very well using jargon when you are selling to enterprises, but doctors, dentists and accountants are not interested in the latest trends in IT. They want the business benefits explained in plain English. And that is something that Conjungo does very well.”