DM p22-28 addressing Feb09.qxp 29/01/2009 11:23 Page 23
Addressing Software
on ever-changing technology, and distinctions money they should be putting into the budget. But
between internal and external use, be removed. “If we can’t advise them because we don’t yet have the
that happens, it should bring about a clearer, simpler necessary information – all we can do is give them
licence for PAF users,” she maintains. our best estimate.”
But many resellers are exasperated by the glacial Resellers also think the feedback process has gone
pace of the proceedings, which they hoped would on way too long. They complain that one consulta-
have been long completed by now. The licence deter- tion period has simply led to another, when the
mines how their addressing products are structured, industry’s concerns should have been taken on board
they point out, and it takes time to make the neces- at an early stage and a result produced. “The trouble
sary adjustments and take them to market. is, the PAF user community is a very diverse group
“We still don’t have any idea of what the new and Royal Mail is getting very conflicting views from
licence is going to look like,” says David Dorricott, different ends of the market,” says Morris. “They
managing director of AFD Software. “Only in have had a lot of feedback, but really need to have
December did we see the first draft, and that does not consolidated what they have heard into a general
allow enough time to embed it in enterprise comput- consensus and put something forward that the indus-
ing systems, which have long run-in periods. In the try can work with. As it is, they don’t seem to know
meantime, companies are fretting at how the terms where they are, and just go on asking people for com-
might change.” ments.”
At Satori Software, sales manager Damian Morris is In recent years addressing software has come to be
yet more blunt. “It’s time to get the license on the used for identity checking purposes, to help validate
table,” he says. “We can’t be going into a sales period the bona-fides of new customers. But its principal use
over the next twelve months not knowing what we is still to ensure addressing accuracy, to help ensure
are going to be doing over the last quarter. We have that communications and goods are delivered to the
some large clients who could be impacted significant- right place. A problem with the existing PAF licence is
ly by rises in the PAF cost and want to know what that, being based on system installations, it inhibits
www.dmarket.co.uk Database Marketing February 2009 23
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