Express Online CEO launches cloud integrator

Former senior Express Online figures Danny Moore and Gavin Troxler have re-emerged with the launch of a new cloud integration business, AppSpace.

Express Online was an early leader in digital and cloud licensing in the distribution space, as well as being a major Apple distributor. Moore, who was chief executive, and Troxler, who was general manager of product marketing, left the distributor last year following Dicker Data's acquisition of parent company Express Data.

Moore founded new business AppSpace in January, appointing Troxler as managing director. Former Express Online chief financial officer Damien Spence is AppSpace's finance director. The company’s board also includes former Optus chief executive Kevin Russell. AppSpace has also attracted $1.8 million in private equity funding.

Moore laid out his vision for AppSpace, which he intends will stand apart by offering a broader suite of services than existing app marketplaces.

The aim will be to “sift through the maze” of apps, picking the best cloud apps for different verticals and packaging them up with a single bill and one central point of support.

The business is not transacting yet and Moore couldn’t say which products AppSpace would be reselling, but his ambitions are clear. As well as mentioning Xero, MYOB and Vend throughout our discussion, Moore also floated Office 365 and Google for Work as possible directions, as well as hosting.

Moore and Troxler have also taken stakes in Sydney Apple integrator and service provider Mac Centre, and Moore said he could see some crossover with the AppSpace plan. Mac Centre has approximately 18 staff and provides professional services.

Moore's background with Mac Centre dates back to his days at distributor Simms International, which was acquired by Express Online.

One cloud integrator to link them all

Australia has seen several high-profile moves to establish app marketplaces and sell app suites, including Telstra’s rebranded App Marketplace, the continued expansion of Xero’s third party add-on marketplace, SaaS aggregator Maestrano and even St George Bank.

The same is happening in the distribution tier, as companies such as Ingram Micro, Dicker Data and more launch cloud portals for their resellers.

Moore argued that AppSpace would be a broader offering, not just reselling apps but providing API integration, support, deployment, training and governance. He envisaged the distributors, Telstra and other integrators as potential partners.

Whether one business could tie all those providers together remains to be seen, but Moore is confident AppSpace has at least one ace up its sleeve – he said it won’t be dependent on charging upfront implementation fees.

For vendors, he argues that having their apps integrated with a wider solution set means customers might be less inclined to stop using their app.

As for potential markets, doctors, real estate, construction, retail and finance are all on Moore’s list.

He expects AppSpace to start transacting in the next six to eight weeks, meanwhile; the company is on a recruitment drive.

Moore left Dicker Data in June 2014, after more than 15 years in the Australian IT channel. Dicker Data acquired Express Online’s parent Express Data in February 2014 for $65 million.