Viewlocity scales e-commerce integration heights

Viewlocity scales e-commerce integration heights

It seems if you know anything about enterprise applications and can promote your company's unbridled interest in e-commerce then the sky is the limit.

Take Viewlocity, a renamed organisation built around a joint investment by high-tech venture capital organisation Battery Ventures and application integration provider and majority shareholder, Frontec.

According to Nick Pollock, Viewlocity's managing director, while Frontec's European and US businesses were experiencing something of an identity crisis, the organisation's local operation stands to benefit from a new name and focus.

"In different parts of the world Frontec was being viewed as both a services company and a software integrator while in actual fact we do business in both these areas," Pollock said.

In renaming Frontec as Viewlocity, Pollock expects existing and potential customers will come to understand that the organisation can offer a solution based on e-commerce and enterprise application integration.

"The whole enterprise application integration [EAI] market is relatively immature in Australia, which is why we think there are many opportunities available to educate end users. Sales cycles for EAI projects can take between three to six months.

"However, to provide a true e-commerce platform you have to have the expertise to integrate a customer's disparate applications, tie in their back-end systems and then build a Web site.

"There are many organisations claiming to do this but frankly there are few who can make the grade."

Viewlocity's sales pitch is centred on Frontec's AMTrix message broker software that is claimed to integrate disparate enterprise applications. The organisation also partners with a number of systems integrators and resellers including Aspect Computing, Logica and Trysoft.

Don't touch

"Unlike other services organisations, we don't touch the customer," Pollock said. "Our approach is to provide server-based application workflow rather than building pretty Web sites."

To that end, Velocity appears to have been successful in selling its message in Australia. Since launching in 1997 as Frontec, the organisation has been growing steadily, signing key clients including Integral Energy and Carlton & United Breweries. In fact, having just completed its first quarter, Viewlocity is showing growth rates of 300 per cent, according to Pollock.

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