Home Smart 100 2012 iasset.com (SMART 100)

iasset.com (SMART 100)


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The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.

iasset.com (NSW)

This innovation initially came to life when…

The innovation came to life whilst building another of my companies — Distribution Central Pty. Ltd. (which by using the engine went from 1.7m to 220m in three countries). When other people saw the system, they realised they needed it for their markets around the world so in 2008 it was incorporated as its own company.


The purpose of this innovation is to…

Change the way channels to market (supply chains) work to give everyone in the channel — Manufacturer, Distributor, Reseller or End-user — equal access to a single source of truth (think Facebook for channels).

It does this by…

Connecting all parties mentioned via SaaS (cloud delivery) and through its four main modules — Product Lifecycle, Channel Enablement, Learning Management and Knowledge Delivery — makes the channel significantly more efficient and more importantly drives revenues of all parties up, and gives the end user a better service outcome. A side benefit is the BI gained from the data flows.


This innovation improves on what came before because…

There was nothing before, maybe Excel spreadsheets? Once a manufacturer shipped product out the warehouse, the only thing they knew was which distributor they had sold it to (generally speaking). They had no idea who the reseller or end customer was, nor where the product actually went (important for servicing).

Its various benefits to the customer/end-user include…

Increases attachment of maintenance contracts revenues (best example of one manufacturer from 22% to 98% = approx. $22m), software renewals, end-of-life communications and upgrades, education and training of channels.


In the past, this problem was solved by…

It generally wasn’t solved. Registration data might have told the vendor who the end user was if they were lucky. They also had no idea where or how highly skilled their channel partners training was or whether they met their reseller status level (channel enablement) for which they get extra discounts.

Its predecessors/competitors include…

Excel at a long shot.


It is made for…

Any supply chain.


It is available for sale through…

Per-user licensing, cloud-delivered, so no software implementation required.

Our marketing strategy is to…

Complex to describe here but direct salespeople in Australia, Singapore, Beijing, San Jose today, sponsored Aberdeen report on Partner Resource Management (PRM), “iasset.com index” published in channel mags, some ads, SEO.


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