Australian Internet developer Selenium Interactive has turned a cold call to Greater Union into an ambitious three-year contract to design and develop the cinema company's new Web site, and in an innovative move manage and market the site simultaneously.
According to Selenium's business development director Sharon Smith, Greater Union was quickly impressed when Selenium approached them with a plan to not only design a more user-friendly and personal Web site, but take on the responsibility of "updating and personalising the site's content and drive traffic to it through a marketing strategy".
The tactic is to accumulate a base of "like-minded clients" and form an Internet community that will complement other members' ambitions, states Smith.
Smith rationalises this philosophy by explaining that the Internet is a "powerful marketing tool" which encourages Selenium to commit to the "conceptualisation and development of solutions", outside of the usual development and integration role. Smith asserts that this ultimately shifts some of the risks inherent in e-commerce management and marketing from the shoulders of Greater Union onto Selenium and the "digital eco-system".
Smith believes that Selenium is one of the few companies becoming involved in e-commerce from an end-to-end perspective and believes that "Greater Union has taken a big step because it can see a big future for the Internet". This future obviously includes Selenium who is hoping to use the big-name contact to expand its client base and launch further initiatives that offer an all-encompassing Internet solution.
The new site is due to be launched in April or May this year.