IBM has launched a new top-level initiative known as "Smarter Commerce" that will leverage $2.5 billion in acquisitions to deliver an end-to-end commerce solution for customers.
has launched a new initiative called "Smarter
Commerce" that draws upon Big Blue's software and services expertise
to define a new market to meet new commerce challenges clients are facing in
today's social media and mobile computing landscape.
this initiative, IBM announced new software
and the creation of a new consulting practice dedicated to the emerging
category of smarter commerce, which is focused on helping companies swiftly
adapt to rising customer demands in today's digitally transformed marketplace.
Hayman, general manager of IBM Software
Industry Solutions, told eWEEK the Smarter Commerce effort began two years ago
and is "the amalgamation of $2.5 billion in acquisitions we made in 2010,
along with some organic technology we put in."
IBM's Smarter Commerce initiative builds on
the foundation of the WebSphere Commerce platform and the company's $2.5
billion investment in on-premises and cloud-based software from IBM's
acquisitions of Sterling Commerce, Unica and Coremetrics. IBM
acquired Sterling Commerce for its order management and supply chain
optimization technology. IBM bought
Coremetrics for its capabilities for analyzing customer behavior. And the
company purchased Unica for its software for managing marketing campaigns from
beginning to end.
we had established this vision two years ago, as we announced these
acquisitions we deliberately only told a piece of the story because we were
still putting it together," Hayman said.
new Smarter Commerce consulting practice leverages IBM's
leadership and investments in business analytics and optimization. The new
software and services offerings, supported by global sales and marketing
resources, will address the spectrum of enterprise commerce activities-new ways
to buy, sell and secure greater customer loyalty in the era of mobile and
at the potential market opportunity, Hayman said IBM
estimates the smarter commerce market to be worth up to $70 billion, driven by
demand from clients that must bring new levels of automation to marketing,
customer engagement and sales, as well as core processes for production,
fulfillment and service for much more immediate responses to changes in markets
and buying trends.
overall Smarter Commerce strategy includes:
A new global business services consulting practice
offering deep insights into Smarter Commerce.
New cloud analytics software that enables
companies to monitor their brands presence in real time through social media
channels to better assess the effectiveness of new services and product
offerings, fine-tune marketing campaigns and create sales initiatives in real time.
Software that automates a company's
ability to design and deliver a personalized shopping experience, campaigns and
promotions on new services and products online, or through mobile devices.
University" that will provide
educational resources for sellers and partners to build the job skills required
for the Smarter Commerce marketplace.
Commerce is an approach of how we're making Smarter Planet real around a
specific domain-buying and selling of goods and services," Hayman told
Darryl K. Taft covers the development tools and developer-related issues beat from his office in Baltimore. He has more than 10 years of experience in the business and is always looking for the next scoop. Taft is a member of the Association for Computing Machinery (ACM) and was named 'one of the most active middleware reporters in the world' by The Middleware Co. He also has his own card in the 'Who's Who in Enterprise Java' deck.