ESSENTIALS: 'Our Software Is Intelligent but the Image of Our Industry Isn't Clever' ; A Firm Offering Data-Analysis Products Needs to Overcome the Negative PR Caused by the Failings of Others

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How can a company grow in a sector with a terrible reputation? That's the dilemma facing Andy Honess, the UK managing director of QlikTech, which specialises in business-intelligence software.

"QlikTech works with firms, including WH Smith, to help them analyse their data to allow for better decision making," he explains. "Our software is inexpensive, fast to implement and easy to use - it does what it says on the tin. But the industry of business-intelligence software has an awful image for over- promising and under-delivering, so we're finding it a challenge even to get in the door of corporates to prove that we're different."

QlikTech International, the UK …