Can the Market Sustain a Stand-Alone EMM?
Kevin Ramesan - May 6, 2004

Market Overview

The new millennium has completely redrawn the IT industry map especially in the enterprise marketing management (EMM) sector. Since year 2000, the number of independent marketing automation vendors has significantly shrunk due to frequent acquisitions and takeovers. Names such as Xchange, MarketFirst, Annuncio, and Prime Response no longer exist. Larger application providers like Amdocs, PeopleSoft, and Chordiant have assimilated all. Amongst the few still operating is Aprimo. Their strategy primarily targets large customers from the financial services, technology, media and entertainment, pharmaceuticals and manufacturing industries, and it pays. Aprimo just released its version 6.0 posed to help the vendor sustain the ongoing IT turmoil...