There's much talk on the web about platforms and marketplaces for web services.
Platforms like AppExchange are extremely powerful. But they also rely primarily on the assumption that there are legions of shoppers who are out looking for web services.
Our UK partner BT has done something a little different, which is subtle but powerful -- creating 'packages' of web apps tailored to the type of end user. While not yet dynamically targeted to the user, we look to that to be the next step.
BT offers hundreds if not thousands of services to its millions of customers. How to choose? And who has time?
In the pic here, a user is looking for BT PC Fax, and is contextually provided info on top related products - BT eSignature (that's EchoSign), BT Business Email (hosted MS Exchange), BT Web Expenses, BT Office and BT PC Text (an SMS service). A potential package of key must-haves for many SMBs (sign contracts; manage documents; email; electronic fax; track expenses).
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