ExApps, HP form e-marketing alliance

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Exchange Applications has formed an alliance with Hewlett-Packard Company to provide e-marketing software for HP's new e-intelligence partner program.  

The deal hinges on Exchange Applications' campaign management software VALEX™ linking back-end customer segmentation, profiling and analytic tools with HP's front-end brokered services such as e-mail fulfilment to provide businesses with end-to-end, hosted solutions for enterprise Customer Relationship Management (eCRM). 

"With e-intelligence, HP is leveraging two important facets of Customer Relationship Management: the ubiquity of the Web, and coordination of customer communications across customer channels," said Andy Frawley, chairman and CEO of Exchange Applications. 

"Via the e-intelligence partner program, HP is co-building a comprehensive portfolio of innovative solutions that will enable companies to deliver better value and create stronger customer loyalty," commented Jennie Grimes, e-intelligence solutions manager for HP's Business Critical Computing Business Unit. "The Exchange Applications' VALEX component of the joint solution translates customer information and analysis into new sources of revenue for businesses." 

VALEX will enable HP customers to leverage a wide range of Web-based information and services to create, plan, execute and assess highly targeted customer communications. With the joint Exchange Applications and HP solution, execution of campaigns occurs via brokered services offered by HP, including broadcast services, list services, email fulfilment and printing services.

Research analysts predict that the market for hosted solutions will soar due to their popularity with medium sized enterprises.  Frawley considers the HP relationship an excellent starting point for a broader rollout of VALEX on an ASP basis. The company already offers its eXstatic™ software for e-messaging on an ASP basis, and hosted more than 100 million personalised, outbound emails in the third quarter of 1999.

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