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Ariba, Blue Martini to Give E-Commerce Fresh Taste

E-commerce software provider Blue Martini Software Tuesday will partner with fellow e-commerce powerhouse Ariba Inc. to link manufacturers and distributors to marketplaces and buyers.

Ariba will license its Marketplace Adapter, currently only deployed on Ariba's® B2B Commerce Platform, for the Blue Martini Customer Interaction System to address a supplier's need to promote and provide comprehensive product information for its offerings to B2B marketplaces and buyers.

Financial details were not disclosed.

But how does this deal enhance the quality experience for Blue Martinis' and Aribas' users, if at all?

Cindy Elkins, senior director of supplier and content solutions for Ariba, said suppliers will now be able to provide a highly personalized experience within the marketplace environment.

"The integration enables suppliers to use the Blue Martini offering to extend their brands to new channels such as multiple online B2B marketplaces in a highly differentiated manner," Elkins said.

Paul Rosenbloom, vice president of marketing for Blue Martini, said in a conference call Tuesday thatlicensing Ariba's adapter will provide customers with a vast assortment of content personalization choices.

Rosenbloom also noted that his firm was minding AMR Research's estimate that B2B e-commerce will balloon to $5.7 trillion over the next few years and that Blue Martini would attempt to offer its clients every possible capability it could for setting up an e-business.

Ariba further said suppliers using the Ariba Commerce Services Network (Ariba CSN) to locate and transact with buyers are seeking to differentiate their offerings while maintaining the buyer-friendly environment of these networks.

Suppliers will be able to use the Ariba Marketplace adapter from Blue Martini to publish the content of their catalogs to multiple Ariba-enabled marketplaces using the Ariba CSN.

A supplier using the adapter can also utilize Ariba's Commerce XML-based punchout capabilities to link a customer to a Blue Martini-powered Web site outside of the marketplace for access to targeted content. The customer is then able to link back to the marketplace via the in-house buy-side application to complete the transaction.

The partnership between the two firms has been extended as Blue Martini has joined a supplier and partner initiative led by Ariba and designed to enable an end-to-end communication and collaboration between corporate buyers, B2B marketplaces and suppliers on the Internet.

The Ariba Marketplace Adapter is scheduled for general availability in winter of 2000. Pricing will be announced upon availability.