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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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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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

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.

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.

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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