The Hampshire, UK-based company is founded on the principle of simplicity. It aims to focus on providing just the functionality users actually use on the grounds that software always has more features than people want to use, which results in low adoption levels because the system is too difficult. The company offers opportunity management capabilities and plans to introduce campaign management and customer service later this year.
The service already has subscribers including the Royal Academy of Arts; Third Light, a developer of appliances for online images; and Intuwave, a provider of SmartPhone technology. It is aimed at SMEs with between 5 and 50 sales staff.
The founder and CEO is John Paterson, who was one of the original founders of Systems Union Group. He also ran several small software start-ups including CRM vendor Oxygen Solutions which he sold to Aspective in 2000, and Zeus Technology, an internet infrastructure company that was purchased by Scottish Equity Partners and Cazenove Private Equity.
