ExApps announce new $65m strategic alliance

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Exchange Applications have engaged in a new strategic partnership with Intelligent E-Business™ software provider MicroStrategy Incorporated.

MicroStrategy’s Intelligent E-Business Platform will be used to power Exchange Applications’ next-generation analytical solutions, code-named Project eValuate, for eCustomer Relationship Management (eCRM).

Under the terms of the agreement, Exchange Applications will pay MicroStrategy an initial $30 million fee, payable through a combination of cash and Exchange Applications stock, of which approximately one-third will be recognized by MicroStrategy as revenue during the fourth quarter of 1999. In addition, MicroStrategy can earn up to an additional $35 million for future eCRM applications over the next two to three years.

Exchange Applications Becomes Strategy.com Master Affiliate

As part of the agreement, Exchange Applications will become a master affiliate of Strategy.com. Strategy.com delivers up-to-the-minute information on finance, news and weather via web, wireless and voice. As a master affiliate, Exchange Applications will join the network, sell Strategy.com affiliations, and sell MicroStrategy products and services to enable businesses to incorporate and leverage their own information into customer intelligence channels that can be offered through the Strategy.com Network. This will enable Exchange Applications’ customers to develop one-to-one relationships and strengthen loyalty with their customers.

Other highlights of the partnership include:

  • Development of vertical and cross-functional eCRM applications based on MicroStrategy’s Intelligent E-Business Platform. These applications will be designed to adapt to the intricacies of online and offline businesses;
  • MicroStrategy will license development copies of Exchange Applications software for integration into MicroStrategy’s Intelligent E-Business Platform, MicroStrategy 6™. MicroStrategy will also re-sell Exchange Applications’ eXstatic™ to its Strategy.com affiliates;
  • Commitments by both companies to create at least a 30-person eCRM development team. This team will leverage MicroStrategy’s 10-years of experience developing the world’s leading customer analysis platform and Exchange Applications’ industry-leading campaign management and marketing automation technology.

Strategy.com Selects eXstatic Software for emarketing

As partv of this new partnership Strategy.com announced a partnership with ExApps' emarketing subsidiary eXstatic. 

Strategy.comis billed as the world's first Personal Intelligence Network, designed to provide affiliates with targeted, proactive emarketing solutions.

"By allowing our affiliates to integrate eXstatic services into our current offering, Strategy.com provides another way to develop and maintain one-to-one relationships with consumers," said Nick Weir, vice president of Strategy.com. "eXstatic will enable Strategy.com subscribers to opt-in to receive personalised offers about their areas of interest."

"Strategy.com is a terrific example of best practices in permission-based marketing," noted Dan Haley, chief operating officer of eXstatic. "Not only is it providing timely, relevant and personalised information via each subscriber's channel of choice, but it's also acting as an infomediary in seeking new ways to leverage affiliate offerings for subscriber benefit."


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