Thursday, 07 May 2015 07:08

NetSuite moves to ‘omnibusiness’

By Graeme Philipson

Omni, omni, omni. The everything prefix is everywhere at cloud business software vendor NetSuite’s annual SuiteWorld conference in San Jose.

NetSuite’s founder and CTO Evan Goldberg, in a keynote presentation at SuiteWorld, spoke about the company’s ‘omnibusiness’ model. “We continue to enhance our software. It’s much more than ERP – it’s software for every part of the business.

“Unified customer experiences and mobile devices are disrupting the way everybody does business. We are living in an omnichannel world. It’s not ERP, it’s not CRM, it’s not POS – it’s everything – a customer facing transaction system.”

Central to NetSuite’s drive to be omniscient, omnipresent and omnipotent is its recent purchase of Bronto Software, a cloud-based e-commerce marketing automation company. NetSuite paid US$200 million for privately-held Bronto in a bid to accelerate its move into multichannel – and now omnichannel – marketing.

“The difference between commerce and marketing is blurring,” said Goldberg. “Consumers are in constant communication with brands in store and across email, mobile, social and web channels. They are never more than a click away from a transaction.

“Just as the consumers' desire for a seamless omnichannel commerce experience is pushing businesses to unify their commerce systems, a comparable change is occurring in marketing. Consumers increasingly expect companies to present a consistent and unified brand experience across all marketing channels.”

Goldberg outlined NetSuite’s ‘intelligent marketing’ initiative under development in the company’s labs. It uses a ‘data science engine’ to examine customer attributes based on the use of various analytical tools, including cluster analysis.

He also announced enhanced procure-to-pay capabilities for NetSuite’ and NetSuite for Android, which he described as the world’s first end-to-end cloud business management mobile app.
SuiteWorld 2015 has attracted over 8000 of the company’s partners and customers.

Graeme Philipson is attending SuiteWorld as a guest of NetSuite.

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