BEA Launches Double Hit of 'Personalised' App. Servers

BEA Systems has launched what it claims are the its most customer-facing application servers, designed to snap together e-commerce applications for stronger customer interaction and analysis.

Built on the company's WebLogic Server, the Java 2 Enterprise Edition (J2EE)-certified application server, component-based WebLogic Commerce Server 3.1 and WebLogic Personalization Server 3.1 will integrate US Broadbase Software's customer analytics system to create a stable of sell-side e-commerce applications. The products will tackle the strong need of companies for content-management, local BEA executives said.

"We're not just taking a point-solutions approach that just allows you to implement a shop front," said John Belizaire, BEA Systems' senior director for strategic planning, e-commerce applications division. "The flexibility of the platform allows you to implement B2B or B2C exchanges, virtual communities and shop fronts."

The new server design rests on what he called the "customer lifecycle" of engagement, touch point through online transactions, fulfilment, and serving customer needs with the Web.

Belizaire said the new offerings would also fatten BEA's ISV service partner alliances, with BEA leveraging major implementation partners for vertical product strategies around Commerce and Personalization Servers 3.1.

BEA will target retail and bricks-and-mortar companies with both offerings. Belizaire felt traditional businesses could not thrive on brand presence alone; that they were an offline market waiting to be migrated to an Internet trading model. "Our focus is to help businesses become e-businesses, and help them look at the whole customer lifecycle," he said.

The Asia Pacific was also a key market for BEA's customer intelligence applications, Chris Pearce, MD of BEA Systems Australia said. "The Asia Pacific is fairly new to this space, based on the phases of e-commerce [rollout]. We'll be doing lots of foundation-laying for the [region] with these solutions."

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