Well, you are right the bfexplorer offers more products I counted 7 products at least according the download section as they offer more bespoke solutions as well.
I took my time to trial anything I could download from bfexplorer web site, so here are my hints:
If you are more bettor who just place bets and occasionally trades them, not afford to pay 30 Euro subscription but wanting to get the best you have got on the betfair api application market then you should take bfexplorer for beginners for 5 Euro per month, in my opinion it offers more features with better user experience than the competitor for this version as the betting assistant is.
If you are a trader then go to PRO subscription, as a PRO subscriber you have got access to all bfexplorer applications, so you can use what most suits your needs for trading.
One of big advantage of bfexplorer is a bot support; you can simply create your set of bot criteria settings by utilizing 8 built-in bots and more then 20 external bot scripts, and then run any such bot by one click.
If you are able to program such bot, you can even create your own bots. Well this feature is maybe not so used as most of us know nothing about programming, but the bfexplorer support is generous enough for PRO subscribers, if it is just simple bot script they do it for you for free, I already used it, and they really did so for me.

I trade on horse racing as well, and have some strategy which could be automated so I will maybe use bfexplorer services and have my bespoke solution programmed to them, but that is not cheap, they offer such services from 350 GBP only, so I will see if it makes sense for me as I am just testing this strategy in the practice mode of bfexplorer without risking my money first, and profit is not so big up till now, so I will see if I spend those 350 or more for bespoke solution, or will run it only with the trader opportunity lookup service, what is a little bit tricky as I need to change my strategy parameters in the bot script manually.


I am sorry for very long reply, and I even did not mention about the rest of features, but that actually makes no sense as everyone should test it yourself if it is right tool for trading on betfair or not, for me it is really the best tool.
I am curious if there are out there on this forum, users who use this betfair api application, or some other ones, so we could exchange our experiences, as I think using the right tool gets some advantage when trading at betfair.