Hewlett-Packard has teamed up with BroadVision to develop packaged Ecommerce products to allow companies to turn online ventures into portal sites that provide one-to-one customer relationships.
The alliance is part of an HP initiative to enable companies to catch up to the Ecommerce bandwagon, as revealed by PC Week in March. HP has invested $35 million (#21.6 million) in BroadVision to develop the next generation of its One-To-One suite of Ecommerce, financial management and knowledge management range of Ecommerce applications.
One-To-One enables companies to develop their online ventures to better serve the customer by integrating customer information from any source - PCs, call centres, kiosks or mobile phone - and deliver targeted services and advertising based on personal profiling, BroadVision said.
Analyst firm Forrester Research said companies must move toward one-to-one marketing to generate loyal customers. Current users of BroadVision's One-To-One include United Airlines, Credit Suisse and RS Components, which use it to build a personal profile of customers, allowing them to target special offers and related products.
HP said the next generation of the software targets any size of company that would benefit from using the portal model to sell its products.
"There is no reason why a city cab firm or a holiday firm can't develop a portal site to sell a whole range of related products," said Ray Daniel, customer relationship marketing manager.
Daniel said the new co-branded products would be available next year.
Also banking on increased use of packaged Ecommerce products is IBM, which is planning to announce today two hardware and software bundles of Ebusiness starter packs to enable even the smallest company to join the Ecommerce wagon.
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