Race for the European CRO market

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The European relationship optimization market is becoming more competitive, as new vendors arrive from the United States and local vendors expand.

The key question, asks a new Gartner report, is who will be the leading database marketing vendors over the next five years?

The European relationship optimization market is much more fragmented than the US market, with the vendor leadership position varying in each geographic market. However, as the market has matured, and with the entrance of larger vendors, it is easier to make a broader European comparison on the basis of a vendor’s ability to support the different markets.

The leadership segment has expanded, as both Prime Response and Xchange retain their positions, NCR begins to demonstrate its ability and Intrinsic refines its vision.

NCR’s strategy will be to launch the combined Ceres/Relationship Optimizer product line into a market that was unfamiliar with Ceres. The issue for Intrinsic will be to manage accelerated growth by developing strong distributor relationships.

The challengers’ quadrant sees the entrance of Siebel Systems and Oracle. For both companies, providing marketing solutions to Europe represents an expansion beyond their home geography and areas of competence. The traditional strength of slp Infoware (recently acquired by Gemplus) in the European telecoms market needs to be expanded into multiple industries; however, it will be helped by the European focus on mobile commerce.

The visionaries for this space are two US vendors that come from the customer analysis market, Broadbase and E.piphany. Broadbase has a strong marketing applications focus (which has been complemented by its acquisition of Rubric), whereas E.piphany has a stronger multifunction approach (complemented by its acquisition of Octane in the customer service space).

The niche companies are limited by their geographic focus. Although they have undertaken some pan-European work, they are strong only in their home markets. Marketic and AIMS are both strong players in the French market, although they face increasing competition as the other vendors begin to apply resources to this market. Although based in the United Kingdom, Recognition Systems makes most effort in the US market.

Enterprises looking for strong functionality should evaluate Broadbase, Prime Response, Recognition Systems and Xchange. Imminent new releases from Intrinsic and NCR should be interesting. Vendors looking for experience in the French market should evaluate AIMS and Marketic. Vendors already committed to enterprise-wide deployments of Oracle and Siebel should check out their marketing software. Enterprises interested in analytics from slp Infoware or E.piphany could look at their CRO applications to see if they meet their needs.


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