Salesforce.com (NYSE: CRM) 
has released an application that is expected to build out and bolster its nascent reseller channel. Called "AppExchange OEM Edition," it is an on-demand platform that independent software vendors (ISVs) can use to develop applications to sell without a separate contract from Salesforce.com.
The products that developers will offer via AppExchange OEM will differ from the typical products on AppExchange in that they will not necessarily include the Salesforce.com CRM product line.
"This is not an extension strategy where users already have the CRM application up and running and are now building on top of that," Phil Robinson, chief marketing officer told CRM Buyer. "It can basically run anything -- it doesn't have to be about CRM 
at all."
Dreamfactory, myLoanBiz, Rally Software and Remend are the first four AppExchange OEM Edition partners.
On the Margin
At US$25 per user per month, AppExchange OEM is a welcome development for resellers and ISVs that wanted to use Salesforce.com as a platform but couldn't support its pricing policy, Yankee Group analyst Sheryl Kingstone told CRM Buyer.
Partners are responsible for their own pricing and product availability. "This is a pricing policy geared towards better margins for resellers," Kingstone said.
"It empowers its channel -- the one thing Salesforce.com has not done well so far," she added.
AppExchange OEM will broaden Salesforce.com's footprint in the vertical markets. "It will mean further revenue for Salesforce.com down the road," Kingstone said.
Vertical Offerings
Dreamfactory, myLoanBiz, Rally Software and Remend have built their own applications on the AppExchange platform.
DreamTeam for AppExchange offers integrated applications for project management, collaborative calendaring, document management and team communications.
A new company, myLoanBiz is built entirely on AppExchange OEM Edition. It manages all aspects of a loan officer's business from lead capture, opportunity management and expense tracking to database marketing and reporting.
Rally Agile Product Manager supports Agile development practices that speed delivery of software products. It makes it easier for organizations to launch products and upgrades into the marketplace.
Remend REO Agent automates the processes involved in managing loans and properties post-closing, as well as defaults. As an AppExchange OEM Edition partner, Remend is selling REO Agent through its own sales channel and distributing it through the AppExchange directory.
AppExchange OEM Edition includes AppExchange API, the AppExchange Database and AppExchange Builder for customization and integration; five custom tabs; 50 custom objects; and Salesforce.com's service delivery platform.
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