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Avi Rosenthal

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Why IBM Is Going to Acquire Unica

Unica's uniquness

Unlike the other three leading Eco Systems vendors Microsoft, Oracleand SAP, IBM is not a player in the applications market. Its absence from this market is based on strategy which does not include ERP,CRM and other applications as one of its target markets.

So why is IBM going to acquire a small CRM vendor named Unica?

In order to answer this question I am going to describe the first time the name Unica was mentioned to me.

It was a strategic CRM consulting project I was participating in. The large customer was using Siebel. I joined a CRM expert with vast knowledge and experience of the customer's  implementation as well as other CRM projects. My role was to analyze the CRM market and its trends focusing on implications relevant to that client. I choose to focus on Siebel and the other three market leaders of that time: SAP, Oracle and PeopleSoft and two other unique products which may supplement them (Unica and Kana). Two days before we gave the client our report Oracle announced Siebel acquisition and my role in the project became more important than planned. I had to answer the key question: will Oracle continue to develop Siebel or will another CRM product (Oracle CRM or PeopleSoft CRM) will be the strategic product?

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Ari has over 30 years of experience in IT across a wide variety of technology platforms, including application development, technology selection, application and infrastructure strategies, system design, middleware and transaction management technologies and security.

Positions held include CTO for one of the largest software houses in Israel as well as the CTO position for one of the largest ministries of the Israeli government.