Formjet has primed independent resellers as the core route to market for its new software range for UK startup and small businesses.

The vendor, which also owns the rights to security brand Panda Software and has recently developed software for Tesco and Marks & Spencer, has launched eight titles under the ASI Business Software banner.

The range includes office and graphics suites, web security, accounting, appointment book management, staff records management and a business plan development application.

A reseller starter pack features complementary stock, brochures, posters and point-of-sale material.
David Hennell, business development director at Formjet, told CRN he hopes to recruit several hundred resellers this year.

“We see independent resellers as the key go-to-market channel because they have a huge influence over SMEs. A lot of large software vendors have ignored them as they are busy courting the large retailers,” said Hennell.

The launch will be aided by distributors Micro Peripherals and Northamber.
Derek Jones, PC product manager at Micro Peripherals, said: “This is a great opportunity for our independent resellers. The starter pack offers true value for resellers on a small budget, as they receive £500 worth of software for £120.”

Hennell denied there would be an overlap between the ASI and Panda brands. “Whereas Panda targets security and goes up to enterprise level, ASI is not a technical brand but a market sector brand for small firms and startups,” he explained.

Hennell stressed that ASI’s office software is format compatible with Microsoft, and its image-editing
software is compatible with Adobe Photoshop.