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Collaborating for Web Presence

Miami, Fla. April 26, 2005 - Navigating and transacting on a website has become seamless, so it's easy to forget that back-end technology coordination and front-end planning have to come together to create a convenient user experience.

The march of technology has made it easier for a single product to achieve multiple website goals. Take, for example, the ability of even basic content management systems to handle many of a website's needs.

"Our core framework addresses anywhere from 80 to 90 percent of the end client's needs," says Jason Crea, director of strategic partnerships at CM software company Ektron. "But there's a growing need for full-blown creative services or an entire Web consulting practice."

Ektron addresses this need by working with partners like BGT, which has its own need for applications-focused partners. "We were looking for a partner to provide a .NET CM system for public sites, sales portals, and partner portals," says David Clarke, SVP at BGT.

There was thus a clear and complementary fit between Ektron and BGT, which has manifested itself in a number of engagements -- for example, with Volkswagen and most recently with Concord Camera.

Clarke explains what was at stake in Concord's Web-based makeover. "They're smaller, but they're a direct competitor of larger companies like Kodak and Samsung." That made it all the more imperative that the company website (accessible at www.concord-camera.com) be as friendly and functional as possible.

BGT began the process with a competitive audit -- i.e., by looking at rival sites and creating a comprehensive plan for Concord. "We think about everything from the design point of view to the future vision of site," says Clarke. With the plans laid, BGT then created a new e-commerce system for Concord, sitting atop the CM system from Ektron. "It manages over 400 products," says Clarke. "You can upload a product with comprehensive specs, support materials, details, and images in about two minutes."

With the customer-facing site relaunched and ready for business, Ektron and BGT are next teaming to create a brand portal for Concord business partners.

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