BEA pitches to the business crowd
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Searching for new revenue, BEA Systems is expanding beyond its techie roots to reach another type of customer.
The infrastructure software company later this year will deliver tools aimed at technically savvy business people and system architects who need to create business software, said Paul Patrick, chief architect of BEA's AquaLogic product family.
That's a switch for BEA, which typically markets to high-end Java programmers. The bulk of the company's revenue still comes from its Java server middleware and tools, which are used for writing and running business applications.
IBM, too, seeks to sell to both technical and business managers, and the company is investing in its business consulting group in an effort to drive more outsourcing revenue.
BEA's expanded product line, which company executives say is selling well, is meant to stimulate sales at the company, which has seen revenue climb recently after a string of declines last year.
But analysts note that the new products don't fully insulate BEA from competition from larger companies--Microsoft, IBM, Oracle and SAP--or open-source upstarts, notably JBoss. All middleware software providers are vying for money spent on upgrading corporate technology to a services-oriented architecture (SOA), a more modern, modular system design.
Urban planners
BEA's AquaLogic Composer products, which will be rolled out in the next six to 12 months, will fill a hole in the existing AquaLogic product lineup, which the company first introduced last year, Patrick said.
In addition, AquaLogic is a deliberate break with BEA's focus on Java as the primary programming language and Java 2 Enterprise Edition application (J2EE) servers to run them.
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