Ecommerce system supplier Broadvision is to rebrand itself as an enterprise portal vendor within two weeks.
The repositioning is in response to the reluctance by customers to spend money on new projects in the current climate, the company said in a statement of its first-quarter results last month.
"Industry analysts and [ourselves] believe our portal product is the strongest, and that the portal space is the fastest growing part of the market at the moment," said Ian Turner, UK managing director at Broadvision.
President and chief executive Pehong Chen added: "Until conditions improve we are sharpening the focus of our investments to concentrate on opportunities in the enterprise business portal space.
"We believe targeting this type of application will enable us to demonstrate the unique advantages of our portal solution in a sector that industry analyst firm IDC says will grow 50 per cent annually to be a $2.6bn market in 2006."
The company will focus on vertical portal provisioning in 2003.
"Next year we will 'verticalise' our portal toolkit and become more out-of-the-box. We are doing that already in the travel and healthcare markets but it will be coming more formally next year," said Turner.
Gartner has classified Broadvision as a 'visionary' vendor in research published this month on the enterprise portal market, meaning that the company scores highly in its vision of the portal market, but that its ability to act on it is not as strong as those in the 'leaders' category.
Those in the 'leaders' category include IBM, BEA Systems and Plumtree.
"During the past nine months there has been a major shift in market momentum from the pure-play vendors to the large independent software vendors," said the Gartner report, entitled Big Change Evident in 2002 Horizontal Portal Product Market Quadrant.
But the report stressed that "focusing exclusively on the 'leaders' quadrant is a mistake. There are many vendors in the other three quadrants with significant technologies that may be a perfect match for your needs."
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