Bea Systems will launch a branding campaign in an attempt to make itself a household name in the ecommerce space.
The company has set up a website called www.egeneration.com to display customers' case studies of what their customers are doing on the internet and has already spent $20m on its advertising campaign. The aim is to become a $1bn company. For its year ended 31 January, it saw revenue rise by 61 per cent to $464.4m.
Kate Hutchison, senior vice president of marketing at Bea, said at the firm's user group meeting in San Francisco this week: "We're looking at what we need to do to drive Bea to become a $1bn company. We want to be a household brand and boost name recognition. So we're going to go for an Intel Inside type of branding campaign and want to see the Built on Bea logo proliferate on customer sites."
She added that many customers who used the Weblogic application server as the basis of their ecommerce sites were not keen to display Bea's logo, however, because they preferred to focus on their own branding.
As a result, one possible way to create exposure was to ensure the logo appeared in verification notices to customers informing them that their order had gone through. Another possible way was to "get creative and say if you do this, we'll do the following," Hutchison added.
The company is also in the process of working out a field marketing campaign for Europe, but is likely to focus on the UK, Germany and France due to resource limitations.
It also intends to invest in building up sales through its third party channel and through its services business to further boost revenue.
The supplier is evaluating how to build up the channel and has just signed up 28 systems integrators, including Cap Gemini and Ernst & Young, and about 100 ISVs such as Hewlett Packard, NCR and Unisys, to help its products penetrate the market.
Bea also hopes to generate half of its turnover from services over the next two years. The aim is to focus on complex projects in the application development space, in particular enterprise application integration and component development, that it can charge out at between $225 and $250 per hour.
About 60 per cent of its services revenue is generated in the US, but the company forecasts that Europe will see an explosion of demand in the region over the next 18 months.
As a result, it has just opened a component development centre in the Netherlands and its consulting organisation plans to undertake skills transfer with local professionals.
Meanwhile Bea is attempting to make its Weblogic Commerce Server more relevant to the ecommerce market by enabling users to customise it to deal with each phase of the customer lifecycle.
The first phase of this move, which is expected to take 18 months, will come in April when the middleware supplier releases version 2.0 of the offering.
It will come integrated with Ilog's XML based rules engine, which enables users to define their own policies dynamically, and will support both Documentum and Interwoven's content management applications. These provide users with information based on their roles and interests.
Version 3.0 of Weblogic Commerce Server will focus on providing users with various commerce components such as financial exchanges, while version 4.0 will come with a so-called customer intelligence framework.
The framework is intended to enable users to deal with the complete customer lifecycle from sales, logistics and vendor management to customer care, and to personalise it to their own needs and the individual needs of their customers.
The framework will also enable ISVs to slot their third party components into the mix, and Bea is already in non disclosure discussions with selected partners to provide them with its application programming interface (API).
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