BEA Weblogic - Personalizing the world wide web
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Case Details:
Case Code : ITSY017
Case Length : 09 Pages
Period : 1990-2001
Pub Date : 2002
Teaching Note : Available
Organization : BEA Systems Inc.
Industry : Information Technology Countries : USA
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"BEA WebLogic Personalization Server has gained
greater market acceptance because the combination of portal frameworks,
personalization and Web application servers are all mandatory for e-businesses."
- Gail Ennis, Vice President (Marketing), BEA E-Commerce
Application Components Division, in May 2001.
Cashing in on the Personalization Wave
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By the mid-1990s, the Internet had become an integral part of
corporate strategic planning.
Companies made a foray into online business, by developing their own websites to
portray corporate issues and advertise online-marketing offerings.
As the number of companies going online increased, it became necessary for them
to offer innovative features on their websites to create and increase user
loyalty.
This need to keep users glued to one's website led to the emergence of
personalization. |
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Though in a typical website1, customers
did not have the power or facility to control data, personalization of
websites (like the 'My' version of popular search engines and directories)
and software products (such as digital art applications and processing
software) gave them a certain amount of control.
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As personalization appealed to the instinct of human
beings to 'gain control,' the concept became popular amongst companies
throughout the world.
A few portals2 such as Yahoo!
Excite, Lycos, and MSN were the first ones to provide personalized
services by offering free e-mail, sports scores, horoscopes, stock
quotes and news. Buoyed by the success of these portals, many other
commerce and content sites began offering personalized services.
Amazon.com, one of the major portals began offering purchase related
advise to its regular customers, as a part of its personalization
initiative. |
Excerpts >>
1]
A website is defined as a collection of files, covering a specific theme or
subject, which are accessed through a specific website address and managed by an
individual or an organization.
2] Portals are defined as widely appealing
websites offering an extensive range of content, services and vendor links.
Portals are generally characterized by high traffic that integrate content
sources into a simple-to-navigate interface for offering customized
presentations to the end-users.
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