European applications service provider (ASP) iFuel has named vendor Onyx as its partner to supply customer relationship management software.
Launched last November, iFuel does not sell direct to end users but works solely with the channel, from independent software vendors to c.
Sean O'Reilly, vice president of sales and marketing at iFuel, said: "We're getting to the stage where there's appreciation in the channel for the ASP model. It is a repeat turnover model. We take on products that are well 'architected' and take the vendor's existing channel and train them in how to sell services."
Onyx has recently changed its strategy from pure direct sales to having its sales force assist targeted resellers.
Claire Coughlan, channel manager at Onyx, said: "This is the start of a real drive to push into the mid-market with partners. Our plan is to grow our channel [because] resellers have more credibility with customers. IFuel has an excellent model for a business-to-business ASP."
O'Reilly explained that many resellers and vendors have not had the time to research the ASP model thoroughly. "We've worked out all the models," he claimed. "We provide customers with the ASP process. It's the first time for a lot of these businesses, mostly medium-sized enterprises that need a modular approach."
He is not concerned about the apparent inexperience of iFuel. "We're a spin-off of [reseller] Integration Group, which has been around for 10 years and has been offering services and ASP services before the phrase was even coined."
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