San Rafael, Calif. (Feb. 12, 2002) Citing competition from Microsoft Business Solutions, top executives of accounting software vendor Softline Accountmate rallied the company and its resellers to differentiate themselves by tapping into vertical markets.

"If you don’t differentiate yourself, you die as a business," company president Murray Aston said to some 200 resellers at opening day festivities of the company’s annual partners conference here. After identifying Microsoft as part of the new competition in middle market business applications, Steven M. Cohen, chief operating officer of the company’s parent organization, South African-based Softline Ltd., added, "Vertical applications can be the ‘differentiators’ that you need,".

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