WebTrends Corporation (NASDAQ: WEBT) is creating a business unit to provide web log analysis on an ASP basis. The new unit will offer its services through a platform called WebTrends Live. A user embeds a small piece of JavaScript code, provided by WebTrends, on every page to be tracked. When a surfer loads such a page the JavaScript sends data back to a WebTrends server farm. Traffic analysis information that includes the page view is available within seconds.
WebTrends Live offers three products. The high-end product is the eCommerce Edition, which can track information from a commerce-enabled site, including revenue by product and the differing behaviors of browsers, first-time buyers, and repeat buyers. The Enterprise Edition offers a full range of traffic analysis capabilities. The Personal Edition is offered free to small web sites that place WebTrends advertising on all pages that are tracked.
Market Impact
We don't foresee any major changes in the marketplace. WebTrends has a well-entrenched leadership position, and will attract customers to this service. But its two major competitors are Microsoft Site Analyst, a part of its Site Server product suite, and various freeware and shareware products. Some Site Analyst customers who would otherwise need a separate server for log analysis might choose WebTrends Live in preference to SiteAnalyst, but not many, we think. As far as freeware and shareware (including home-grown solutions), users who are prone to those solutions make their choices on the basis of features (or philosophy) rather than cost, and are unlikely to move to a commercial product.
WebTrends should capture additional customers through WebTrends Live and will see an increase in market share, but not so much to change the landscape. Microsoft may choose to offer some of the components of SiteServer on an ASP basis if its customers indicate that that would be convenient for them, but we certainly don't believe that such an offering would increase Microsoft's market share against WebTrends.
WebTrends also competes to a small extent with products from companies like Accrue, NetGenesis and SAS. But, again, these products tend to be more specialized, and the companies that use them are unlikely to be fazed by the purchase of an additional server, so there won't be much growth for WebTrends against those products on the basis of an ASP offering.
WebTrends Live offers three products. The high-end product is the eCommerce Edition, which can track information from a commerce-enabled site, including revenue by product and the differing behaviors of browsers, first-time buyers, and repeat buyers. The Enterprise Edition offers a full range of traffic analysis capabilities. The Personal Edition is offered free to small web sites that place WebTrends advertising on all pages that are tracked.
Market Impact
We don't foresee any major changes in the marketplace. WebTrends has a well-entrenched leadership position, and will attract customers to this service. But its two major competitors are Microsoft Site Analyst, a part of its Site Server product suite, and various freeware and shareware products. Some Site Analyst customers who would otherwise need a separate server for log analysis might choose WebTrends Live in preference to SiteAnalyst, but not many, we think. As far as freeware and shareware (including home-grown solutions), users who are prone to those solutions make their choices on the basis of features (or philosophy) rather than cost, and are unlikely to move to a commercial product.
WebTrends should capture additional customers through WebTrends Live and will see an increase in market share, but not so much to change the landscape. Microsoft may choose to offer some of the components of SiteServer on an ASP basis if its customers indicate that that would be convenient for them, but we certainly don't believe that such an offering would increase Microsoft's market share against WebTrends.
WebTrends also competes to a small extent with products from companies like Accrue, NetGenesis and SAS. But, again, these products tend to be more specialized, and the companies that use them are unlikely to be fazed by the purchase of an additional server, so there won't be much growth for WebTrends against those products on the basis of an ASP offering.
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