Partners Can Embed SugarCRM in Custom Applications

SugarCRM introduced late last week an original equipment manufacturer (OEM) Platform Edition of its customer relationship management suite. The move is intended to allow independent software vendors and distribution partners to embed its commercially managed, open-source CRM software into their business packages.

The company said the Platform Edition gives OEMs full access to its source code, and vendors can use its open cloud deployment to offer custom solutions. Larry Augustin, CEO of SugarCRM, said the new edition helps the company’s growing OEM partner base to build repeat business.

Sugar Logic for Customization

With the Platform Edition, OEMs can embed SugarCRM into an existing system or rebrand and resell it as a white-label offering. The company noted that customized SugarCRM Platform Edition solutions can be developed and deployed on cloud platforms, avoiding lock-in for the customer.

As an example, the company pointed to Harte-Hank’s database marketing-optimization tool, Allink Connect. That package, which includes SugarCRM, is a sales-force optimization solution for managing customer data, prioritizing leads and prospects, controlling sales and service work flows, and sharing the knowledge throughout an organization.

At the same time that it unveiled the Platform Edition, SugarCRM also announced a new set of development tools with the tasty name of Sugar Logic for customizing the platform. Sugar Logic contains PHP and JavaScript libraries for extending existing work-flow and business-logic tools. The company said typical customized applications would include home mortgage-origination tools, insurance-claim management applications, and automotive-dealer management systems.

Laura DiDio, an analyst for Information Technology Intelligence Corp., said getting deeper into the OEM channel is a “must-do” for SugarCRM, as its own sales channel is not big enough for it to grow.

Competitive advantages for SugarCRM’s commercial open-source software, DiDio said, include a relatively low price per user, customizability and openness. “But they have a long way to go before they can…

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