Simplifying the Online Transaction Process

SAN MATEO (06/13/2000) - MicroStrategy Inc. on Tuesday announced the availability of Transactor, its platform for enabling direct business-to-consumer and business-to-business transactions.

Transactor is designed to speed the development of response-based transactions so customers can quickly respond to e-mail pitches, wireless alerts, or even automated phone calls, according to company officials.

"MicroStrategy Transactor enables a company to close the loop on their one-to-one marketing initiatives via the device of their choice ... on the Web, wireless, or voice," said Brian Brinkmann, product manager for Transactor, in Vienna, Virginia.

Using Sun Microsystems Inc.'s Jini architecture and completely Java-based, Transactor can be used to conduct complete transactions without having to make one's way through a complex set of twists and turns, Brinkmann said. So rather than start at one site, go to another, and make several clicks through pages, the transaction is completed all in one or two simple steps without leaving the original point of the transaction, he added.

"It's based on the Jini architecture, and we're really using it from a software plug-and-play angle," Brinkmann said.

Brinkmann offered two sets of examples of how to use Transactor, one on a b-to-b transaction and another from the b-to-c angle.

A current b-to-b implementation is General Electric's Capital Fleet, where notices are sent out to its drivers asking them for their mileage. Transactor can take that mileage, check at what mileage that vehicle was last serviced, and then advise the driver to take the vehicle in for a checkup. It could even choose a nearby location, make a reservation, and give directions to the driver, saving the company money in wear and tear on the vehicle and saving time for the driver, Brinkmann said.

"Transactor is the missing link between the organization and its key contacts," he added. "Many transactions today do not move any money, but simply transfer information."

A b-to-c example offered would be an investment company's customer receiving a personalized update on his cell phone about his stocks. Given options, the customer can then simply take action on the alert by the press of a button, and Transactor will complete the transaction, company officials said.

Microstrategy Transactor is immediately available priced at $200,000 for the initial package.

MicroStrategy Inc., in Vienna, Virginia, is at www.microstrategy.com.

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