Pegasystems Buys Co-browsing Capabilities




Pegasystems, a software company that provides solutions for business process management (BPM), multichannel customer relationship management (CRM), business rules, and adaptive analytics, announced during its PegaWorld 2014 user conference a definitive agreement to acquire Profeatable Corporation, the provider of Firefly co-browsing technology. The transaction, the terms of which were not disclosed, is expected to close early in the third quarter.
 
Firefly’s technology enables users to share content by simultaneously browsing web pages. Co-browsing helps organizations convert web and mobile site visits into sales by supporting real-time proactive personalized collaboration. Customer service agents (CSAs), brokers, and other customer facing employees can proactively engage customers and prospects,  improving customer satisfaction and driving adoption of self-service tools. The technology can also increase productivity by enabling employees to more easily collaborate on work.
 
Like it has already done with Chordiant and Antenna Software, Pegasystems will unify Firefly’s cloud-based collaboration technology into its Build for Change platform and customer service and sales CRM solutions. (This technology rewrite gives the vendor the right to refer to its many competitors’ offerings as “frankenstacks.”)  Chat and video capabilities will be developed in the future. Firefly will also continue to be offered as a standalone solution. The co-browsing solution is platform agnostic. Pegasystems will in this way at least match the current capabilities of Oracle, salesforce.com, IBM, KANA, Microsoft Dynamics CRM, and other fierce competitors.
 
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