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eMerchant could be Magic for resellers

eMerchant could be Magic for resellers

Mention an e-commerce solution promising to cut from months to weeks the time it takes to deploy a transaction-ready Web site that incorporates supply-chain management and you're going to get the attention of today's medium-range customers.

Israeli software development tool vendor Magic Software Enterprises bolstered its presence in Australia last week by opening a local subsidiary to replace what was previously a third-party distribution channel. In addition to increasing interest in its platform-neutral tools, MSE launched its e-commerce solution, eMerchant, which it claims is enabling enterprises to fast-track Web initiatives at low cost.

It has been developed using the platform-neutral Magic tools.

Visiting Australia to launch the local office and the eMerchant product, Magic's chief executive officer, Jack Dunietz, claimed integration into back-end systems is much faster using eMerchant.

"There is a big difference between using eMerchant and other e-commerce systems," Dunietz said of the product, which is based on Magic's "heterogenous development environment" heritage. "It has very easy integration into back-end systems which is something that no other e-commerce solutions have. They all need another software product to convert from the legacy system."

In setting up in Sydney, Dunietz said Magic will be able to better recruit and support resellers of eMerchant and application development partners for the Magic tools. He profiled potential resellers and partners as being existing Magic application developers and local organisations that have professional services teams, as well as ISPs and others specialising in Web hosting-type operations.

"Basically, what we offer is to move businesses to the Web very fast," Dunietz said. "In today's Internet world, the difference between taking six weeks to deploy, rather than six months, can mean success or failure."

Global success

The cost of deploying an eMerchant solution could be as little as 20 per cent of other integrations, according to Dunietz.

Globally, NASDAQ-listed Magic is going tremendously and is on the acquisition trail for companies with complementary applications.

"We are buying other Magic-developed applications that we consider strategic and have bought several CRM applications that will form a family of products all strongly related to e-commerce," Dunietz said.

"We are now looking at adding an e-payment module. We don't have our own Magic-based payment methodology so we are looking to complement our offering by buying one that is Magic-based."


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