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Jon, the SAAS services to support this will be everywhere making this relatively cheap to build. The hard part is what Carl speaks to, crafting a model that is dealer centric (easy) and having a nation wide sales force to roll it out FAST (only the big dogs play here).


Open source and SAAS availability will make small players pop up all over.  No small player can reach critical mass without the sales force.


Lastly, one could built a lite version and have some early, first to market wins.