SDL looks to battle Oracle, Salesforce.com in 'customer experience'

SDL's Customer Experience Cloud combines Web content management, social analytics and more

Customer experience has emerged as one of the enterprise software industry's hotter segments of late, as companies try to run marketing, sales and support across both traditional and digital channels.

While Salesforce.com, Oracle and other large vendors have generated headlines for their moves into customer experience, SDL is hoping to present itself as an independent alternative with a newly launched product suite.

The SDL Customer Experience Cloud brings together Web content management, campaign management, social analytics, e-commerce, language translation services and documentation, with a unified user interface, according to a company announcement Monday. The suite is the result of several years of work, according to SDL.

All SDL products will be available in SaaS (software as a service) form, receiving updates on a quarterly basis, SDL said.

As part of the launch, SDL has also made a series of new executive hires over the past six months, including the appointment of Jan Wiersma as head of cloud operations, according to a statement.

SDL counts more than 1,500 global companies among its customers, including Chrysler, Canon and Bosch.

To build out its customer experience suite, SDL has invested in recent years in acquisitions and "a considerable amount of R&D," CEO Mark Lancaster said in an interview. "We think are quite significantly ahead of the competition in terms of integrated technology."

Among SDL's acquisitions are Tridion, for Web content management; Language Weaver, for machine translation; Alterian, for campaign management and marketing analytics; and Bemoko, for mobile content delivery. SDL expects to have roughly £266 million (US$440 million) in revenue for 2013, and has more than 1,500 customers.

What SDL lacks in contrast to Oracle or Salesforce.com, however, is a core CRM (customer relationship management) application.

It's not necessary for SDL to get into CRM, Lancaster said. "We're not interested in being a big database with all your customers inside it. That database is not going to solve your customer engagement problem."

Companies gearing up to invest in customer experience software should consider offerings from platform vendors such as Oracle as well as specialized players like SDL, according to analyst Ray Wang, founder and chairman of Constellation Research. "Most [customer experience] projects tend to get replaced in three to four-year cycles, so I'd say it's a minimal risk" to go with a smaller vendor, he said. "What you are looking for in this space is flexibility and functionality today."

Chris Kanaracus covers enterprise software and general technology breaking news for The IDG News Service. Chris' email address is Chris_Kanaracus@idg.com

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Better the bank you know?

In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.

Carolyn Pitt

Head of account management, Hulsbosch

What 15 years of emotional intelligence told us about youth media audiences

Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.

Stephanie Winkler

Head of insights, VICE Asia-Pacific

Еrоtiс photos and videos of sехuаl bеаutiеs оf yоur сity sее here ------> https://shr.name/BUgLRdsfjhsd jfhskjdhfjsdhfkjhsfdjksdf...

Julia Suzi

Isentia takes reputation analysis mainstream

Read more

Еrоtiс photos and videos of sехuаl bеаutiеs оf yоur сity sее here ------> https://shr.name/BUgLRsdfhsdkj fhksjdhf djfheowiruoiuweoirer...

Julia Suzi

5 fascinating facts about the CMO50 2019

Read more

Еrоtiс photos and videos of sехuаl bеаutiеs оf yоur сity sее here ------> https://shr.name/BUgLRtkjrh kjewhrjhwejrhweoioruoiurew...

Julia Suzi

How Aquila is rebranding for the casual bloke

Read more

Еrоtiс photos and videos of sехuаl bеаutiеs оf yоur сity sее here ------> https://shr.name/BUgLRdsfksdjf lkjsdlfjksdf

Julia Suzi

First pics: CMO50 2019 dinner - Slideshow - CMO Australia

Read more

https://www.google.com/sear...

Julia Suzi

CBA, NAB, Telstra sign on for AI ethics principles trial

Read more

Latest Podcast

More podcasts

Sign in