Pivotal eyes 'demand chain' market niche

Pivotal Corporation has launched its demand chain network (DCN) technology, a range of customer intelligence e-business solutions aimed at establishing a single thread of communication for all groups in the e-business communication network.

Pivotal claims DCN solutions are "not just about" front-office CRM, but focus on the make-to-order side of e-business. Demand-side e-business forces companies to engage customers, business partners and employees across all communication devices and channels, according to Pivotal executives. The solution integrates data from ERP, corporate and supply chain systems.

"DCN is not just CRM but a way of looking at customers through symbiotic partnerships - those [parties] we don't usually liaise with but through whom we add value to the customer community," said Robert Williams, Pivotal's e-business solutions director. While CRM is the base component of DCN, it allows organisations to respond to the pulls of the market, he said.

Williams claimed DCN would meet major e-business challenges through it's "intelligent e-selling" feature which allows companies like resellers or suppliers to configure the Pivotal e-commerce solution to their specific needs. "DCN allows managers to deploy their complex product offerings to front office staff like advisory service consultants," he said.

He sees that with more CIOs reporting to CEOs in both traditional and online businesses, enterprises today are looking to capitalise on their corporate systems, "realising DCN technology can have a marked effect on what the company earns. IT executives are much more focused on what the organisation can do to gain market leadership using customer intelligence through the Web," Williams said.

Pivotal's DCN solutions are aimed at suppliers providing vertical products to B2C and B2B markets, Williams said, predicting the strongest take-up here will come from the financial services, manufacturing and services sectors.

The solution is built around XML-based technology, namely the Microsoft platform including SQL Server, BizTalk Server, Exchange Server, Commerce Server and Windows DNA 2000.

Williams forecast Pivotal's DCN will generate $10 million ($US10 million) in profit for the Australian and New Zealand businesses combined.

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