SaaS Specialist Joins Google Apps Reseller Program

It’s another small but noteworthy step for the Google Apps Reseller program. To wit, Etelos — which focuses on SaaS (software as a service) marketplaces — is showing Google Apps some love. The new Etelos-Google relationship positions Google Apps to drive deeper into three vertical markets. Here’s the scoop from The VAR Guy.

First, a little background. Based in Renton, Wash., Etelos develops the Etelos Platform Suite. The suite allows syndication partners to offer their applications through multiple private labeled SaaS marketplaces, according to Etelos.

Now, check out this twist. According to Etelos:

Google Apps, as part of the Etelos Syndication program, will be made available to a variety of businesses in the manufacturing, service and financial industries.

As part of the Google-Etelos relationship, Etelos says it received training, support and deployment services from Google, as well as access to APIs (application programming interfaces) for integrating Google Apps into their customers’ business operations.

Hmmm. The VAR Guy finds the Etelos vertical market strategy very interesting. Already, Google Apps has been pushing deep into the higher education (university and college) markets. Now, the Etelos deal potentially moves Google Apps deeper into manufacturing, service and financial industries.

Google Apps On the Road

Google has been working overtime to evangelize the Google Apps Reseller program in recent weeks.

Two prime examples: Google Channel Manager Jeff Ragusa spoke at the recent IP Developer Conference. And Google recently hosted a webcast that describes Google Apps’ recent momentum.

Oh, and a shameless plug: Stephen Cho, director of the Google Apps Reseller program, is scheduled to speak on a Channel Chief panel at CompTIA’s Breakaway conference in August 2009. (The VAR Guy helped to organize the panel.)

To be sure, some VARs remain wary of becoming “sales agents” for Google because they don’t want to surrender their brands to Google. But some solutions providers see great promise in the Google Apps Reseller program, as The VAR Guy has pointed out.

The VAR Guy will check back with Etelos in a few weeks to see how their Google Apps efforts are progressing.

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