The name Kerridge is not often uttered in the local IT industry, as few people know about the company and what it does.
"In SA, the awareness about the company is certainly very low," notes Des Nangle, marketing manager of Kerridge SA. "Indeed, many people look surprised when I tell them that Kerridge SA has been operational for quite some time."
The company was the first international branch of Kerridge UK when it was formed in 1981. Since then it has opened branches in Spain, Germany, France, the Netherlands and Ireland.
From bicycles to IT
The company grew from humble beginnings as a bicycle shop in 1907 to become an international IT organisation that, in the words of founder Frederick Kerridge, "provides strict, prompt and personal attention to all customer orders".
The company has expanded from a bicycle and car dealership, through trading as a Peugeot franchise, to a designer of software solutions targeted at the automotive industry.
In 1973 the first Kerridge software was designed to handle vehicle tracking, warranty and accounts. However, it was not until 1976 when Kerridge Computer was formed that the software was expanded to include stock control and invoicing.
Kerridge solutions
"Today Kerridge Computer operates on two fronts. The first being the motor trade and the second the distribution and trade industry," explains Nangle. "The company provides two solutions that target the automotive industry, Autoline and Fleet."
Autoline is a dealer management system for the retail of car and commercial vehicle traders. The system, according to Nangle, is designed to aid the increasingly customer relationship-driven automotive industry.
"Customer focus is the new drive in the motor industry. Our Autoline Rev 8 is customer focused to provide the dealer with all the necessary information at the push of a button. The reception of this product has been good so far at our launches in Cape Town and Durban."
Kerridge`s second product, Fleet, is a range of fully integrated modules that cover all aspects of the vehicle fleet business. Nangle says it was designed to cater for companies that seek computerised solutions for the management of cars, vans, trucks and plants.
On the distribution and trading front, the company has developed the Kerridge Integrated Trading Environment (KITE). KITE is a tool for multi-branch wholesale, retail and distribution organisations that require real-time, industry-specific systems.
"This system is driven around the margins of the distribution industry. Currently, we have Penny Pinchers in the Cape which has approximately 20 sites driven by KITE and has reported it a success."
Conquering the niche
Nangle concludes that the company needs to raise awareness among potential clients in order to claim its stake in its chosen target market.
"This is a very niche company that is very strong in Europe. Locally, people tend to go more for the big names like DiData and PQ Africa."
But Kerridge is not intimidated by the formidable competition.
"I believe that PQ will eventually fall away in this niche industry and only DiData and Kerridge will be left," asserts Nangle.
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