Sorry, should have said under-serviced. I looked at an industry which has undergone significant changes over the past few years (although probably all industrie

Sorry, should have said under-serviced. I looked at an industry which has undergone significant changes over the past few years (although probably all industries match that these days!) and looked at the ISVs and their platforms. The industry changes allowed many more entrants than before and the current ISV platforms are very complicated and pricey platforms which, in my view, would be too costly for these new SME entrants. So, the theory at least, is to create a lower-cost platform.