IBM's Bet: Commerce Can Be Just as Big as Analytics
Larry Dignan (ZDNet) submits: IBM on Monday is taking the wraps off a “smarter commerce” strategy that looks to integrate the parts of acquisitions such as Unica, Sterling Commerce and Coremetrics, wrap services around them and better target enterprises and midmarket companies selling to consumers. The upshot: IBM is betting that commerce—the bridging of offline and online sales channels and the infrastructure that goes with it—can be a growth engine much like analytics was. Another thread with the commerce move by IBM: The tech giant isn’t necessarily targeting chief information officers with wares. Instead, IBM is looking to pitch its commerce message to chief marketing officer, procurement chiefs and line of business executives. Yuchun Lee, former CEO of Unica and now vice president for enterprise marketing management at IBM, said two-thirds of the technology buying decisions in commerce are made by executives such as sales, marketing and procurement officers. Big Blue’s strategy for targetingComplete Story »
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