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Braathens Goes Live on Oracle(R) Marketing OnlineSuccessful 75-Day Implementation of Marketing and Business Intelligence Software Will Help Norway's Largest Airline Drive Repeat BusinessREDWOOD SHORES, Calif., Dec. 19 -- (http://www.oracle.com/tellmemore/?1176486 ) Oracle Corp.(Nasdaq: ORCL - news), the world's largest enterprise software company, today announced that Braathens ASA, Norway's largest airline, has gone live with the marketing software modules of the OracleŽ E-Business Suite. The new system marks a drive by the airline to improve customer intelligence and attract more repeat business through personalized marketing.Comprised of Oracle Marketing Online, Oracle Advanced Marketing Online and Oracle9i Application Server, the entire system was implemented at Braathens in just 75 days by Oracle Consulting in Norway. The new software will enable the airline to improve customer segmentation, campaign management and historical data analysis, and personalize marketing, building on existing telephone, Internet and direct marketing initiatives. Braathens' principal objective is to improve the way its marketing systems and staff recognize and handle long-term customers, not least the 600,000 members of its frequent flyer program, Wings. Although it had engaged for a long time in extensive two-way passenger marketing communications, Braathens had never had an integrated marketing system capable of effectively managing, analyzing and acting upon the data it collects from its seven million passengers per year. This data contains information about customer behavior and buying patterns that will prove invaluable for creating highly targeted marketing campaigns. Oracle was selected in August 2001 following an evaluation of leading customer relationship management (CRM) vendors. Braathens chose Oracle primarily because it could provide the necessary operational and analytical software to help Braathens retain valuable customers and increase customer loyalty, and this software could be implemented in a very short time. Additionally, the Oracle marketing software would work together immediately with the airline's existing Oracle database and Oracle Financials software, eliminating the high costs normally associated with integrating a new piece of software into the corporate information technology environment. The decision was further strengthened by Oracle's market-leading position and ability to deliver future product enhancements as Braathens' marketing sophistication grows. ``We were looking for a rapid implementation of a Web-based marketing system that could help us deliver better customer communications,'' said Svein Bjornstad, director of Systems and Distribution for Braathens. ``Although the project will begin with our direct marketing initiatives, our ambition is to extend it to Web and call center programs and to expand the analytical side to encompass bookings and customer events. As an immediate improvement, we expect to deliver a more segmented, response-driven and cost-effective marketing program by the end of the year.'' ``This proves Oracle's ability to deliver high quality solutions on time and budget in less than 90 days,'' said Sigurd Lunde, practice manager of Oracle Consulting's CRM Practice in Norway. ``Braathens' dedicated user involvement and focused management combined with Oracle's experienced consultants, has been a major contribution to the joint success of this project.'' ``Airlines that take a strategic approach to customer relationship management view it as an engagement including all the business processes across the entire organization,'' said Lise Donnez, director of Business Development for Travel and Transportation, Oracle Europe, Middle East and Africa. ``The key objective is to increase yield and improve customer loyalty. A concrete way to realize quick benefits is for the airline to improve communication with its customers about special offers. Matching the intelligence the airline has on its customers to its forecast, targeted campaigns can be planned and executed using the most effective communication channels. This is a way to ensure that marketing efforts are focused and measured in an optimal way -- and that they benefit the airline's customers. This is exactly how Braathens sees the effective use of customer relationship management -- with marketing campaigns being just the beginning.'' The Braathens project represents Oracle's second major win in the Norwegian travel and transportation market this year. In October, Oracle announced that Color Line, Norway's largest ferry company, has also gone live on Oracle Marketing Online. About Oracle Oracle is the world's largest enterprise software company. For more information about Oracle, visit our Web site at www.oracle.com. Trademarks Oracle is a registered trademark and Oracle9i is a trademark or registered trademark of Oracle Corporation. OracleMobile 415/401-4000 jmorgan@tenthdimension.com top of page |
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