Lawson To Enter CRM Market
Lawson Software Inc. will jump into the customer-relationship management market this week when it introduces
a set of applications that automate sales, marketing, and
customer-service operations. Lawson is the latest enterprise
resource planning vendor to target the CRM market, following
recent moves by rivals such as Oracle, PeopleSoft, and SAP.
Lawson Insight II Customer Relationship Management, the
company's initial CRM product, includes a customer-tracking
application that provides a graphical view of the
interactions a customer has with a company, from marketing
and sales to service and support. The application is
shipping now and is the first in a series of relationship-
management components that Lawson plans to roll out;
upcoming modules include partner, investor, and vendor
management. Pricing was not disclosed.
Analysts say Lawson is entering a crowded market with
formidable competitors that wield a lot of marketing power.
"They really have a visibility issue," says Joshua
Greenbaum, a principal at Enterprise Applications
Consulting. "The problem for Lawson is getting seen and
heard above the noise in the market."
Lawson, which targets companies in the retail, professional-
services, and health-care industries, is counting on demand
for its CRM offering to come from customers that use its
accounting and human-resources applications.
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