Walk down the cereal aisle the next time you go grocery shopping. Once you wade through all of the name-brand cereal boxes, take a look at the generic section. You will probably see something there that is the same kind of cereal box but at half the cost and bearing the name of your local store, or a special store brand name, such as Lucerne at Dominick’s/Safeway, Albertsons’ Wild Harvest, Costco’s Kirkland Signature, Whole Foods’ 365 Everyday Value and Walmart’s Great Value brands.
What does this have to do with software? Well, it’s exactly how white label software works. Food distributors supply these products not under their own labeling, but with the stores’ own brand names.