Hewlett Packard (HP) chief executive Carly Fiorina trumpeted what she described as the company's "reinvention" today by parading an impressive list of e-services partners.
At HP's e-services conference in Paris, Fiorina was joined on stage by top executives from companies including Oracle, EDS and Cisco. She also announced Oracle 8i as the preferred database for HP's ecommerce middleware software, eSpeak.
But while the list of partners was long, the marketing message remained the same as it has been for the past 12 months - HP is focused on being innovative and is touting e-services as the way forward.
"Two years ago, very few people would have predicted we would have the deep partnerships with companies that we do today," said Fiorina.
One of HP's key products in its e-services strategy is eSpeak, which uses XML and is designed to broker information gathered from around the internet.
HP made eSpeak open source at the end of last year. "eSpeak must become a pervasive technology - that is why we've put the source code on the net," said Fiorina.
Oracle vice president Pier Carlo Farlotti said today that the company's 8i internet platform will be the preferred database for the eSpeak technology, and will be used as a testing environment for developing and deploying eSpeak-compatible applications.
Although HP may have missed out on what it describes as Chapter One of the Internet, industry analysts appear to believe that the company is now on the right track.
"Service-oriented business strategies and architectures will be the key to both user and vendor organisations being prepared for the next generation of applications and software delivery," said Daryl Plummer, an analyst at researcher the GartnerGroup.
"Espeak technology has been very well received by the market."
But Fiorina admitted that HP has been slow in embracing the net. "We face formidable competition and we feared we would be left behind. When I joined HP last year, I was impressed with its inventive quality. E-services is a great example of what can happen in a company where radical ideas are accepted," she said.
Double legal trouble for Musk as he also faces civil lawsuit over renewed British pot-holer 'paedo' claims
Battery development could help boost performance of smartphones
Topological photonic chips promise a more robust option for scalable quantum computers
In quantum physics both the chicken and the egg can come first, claim University of Queensland researchers
Cause-and-effect is not always straightforward in quantum physics