The past few years have seen a marked change in the marketing of software and services. Vendors such as SAP and Oracle, which had previously confined their attention to the giants of the business world, have begun to court small and medium-sized enterprises (SMEs) with a cornucopia of new products.

“So many companies that have traditionally focused on large enterprises are now going into the SME market. It is amazing. Everything is about SMEs,” says Joslyn Faust, principal analyst specialising in the SME market for Gartner, the consultancy.