Genient wishes to provide white label ASP services

UK startup Genient plans to introduce a new variation on the application service provider theme, when it launches later this year.

UK startup Genient plans to introduce a new variation on the application service provider (ASP) theme, when it launches later this year.

Genient is looking for VARs that specialise in the SME sector to try out different approaches to the market. But the channel faces competition from other possible routes to market. Andrew McGregor, vice-president of marketing at Genient, said the ASP is talking to other companies that have access to SMEs, such as banks and telcos.

"If you look at the way banks are developing, it's pretty clear their future is in business services, particularly providing applications," he said. Genient could provide banks with its service on a 'white label' basis, for branding and resale.

Founded by Eric Guilloteau, former general manager of BT's ebusiness unit, Genient will offer a set of back-office applications that have been customised to work together though a single user interface.

The applications will be provided by third parties. So far, only OpenAir, which develops expenses, time-sheets and invoicing applications, has been named as a collaborator.

McGregor said the potential market for decent productivity tools among SMEs is vast, although it will take time for the ASP model to be widely adopted.

Genient is looking for VARs to help migrate customers onto its service and integrate with existing applications. "Discussions with a number of resellers have already taken place," said McGregor.