Column by Brian Tervo

1. By Brian Tervo
COLUMN
Kinetix equals
Corporate Energy
M
y experiences with TIE started back driven economy fed by multi-dimensional channel out-
in 1997 as a software support engi- lets that includes consumer touch points inside of your
neer and over the past twelve years, reseller/distributor partners, affiliate websites, portable
have personally watched the business trans- devices, social networks, advertising, media, PR and the
form from a niche B2B integration software list goes on. Kinetix in a very simple way insures that all
company to a global, multi-dimensional SaaS platform of your key content assets are dynamically up-to-date
provider. Philosophically we are still true to our roots and and relevant to the multitudes of consumers seeking this
continue to help our customers solve business challenges information regardless of the technology it is displayed
with innovative software solutions, but with all the latest on. Kinetix places emphasis on getting your key mes-
technologies converging with our new Kinetix platform, it sages where they need to be, when they need to be there
is a real exciting time to be part of this company. and immediately accessible to the consumer in the easiest
TIE Kinetix at the 50,000 foot level is all about energy. method possible sustaining a vital business momentum at
Modeled after Newton’s third law of motion, and most all consumer orientation points.
prominently featured by the Newton’s cradle in our Once the information has been disseminated, Kinetix
logo, TIE Kinetix is about the conservation of energy and helps businesses measure and understand key message
momentum throughout the business process. In busi- performance against stated goals, but this is only part of
ness terms, “Corporate Energy”, or CE for short, is the the entire picture. Consumers engaged with your messag-
“lifeblood” of every business and es now require a very safe and easy
represents the targeted force your way to order the product, no mat-
company exerts against the market. ter where they purchase it from.
This energy is characterized by a Buyers expect their transactions to
unique mix of products; services be secure, automated, and infor-
and messaging that make up the mative as the fulfillment process
fundaments of your brand and occurs. This process needs to be
image. In the real world, there are seamless from the ordering point at
all kinds of forces; some naturally the retail site all the way back to the
occurring (internal) and others product being delivered to a store,
deliberate (external), that act upon business or home. Customer ser-
the processes to promote, sell and vice has been elevated to the level
service your products in the market. where manufacturers must provide
No business is exempt from these this experience directly from their
forces. The larger your brand, the corporate sites and extend this to
more difficulties you will have any and all sites that represent their
trying to promote and defend its image in the light of its brands. Kinetix provides a framework that give resellers
creator. Smaller brands will simply cease to exist unless and distributors a virtual extension of your own ordering
they can truly harness the virtualized shelf spaces that system, without needing to spend any time, money and
appear and disappear quicker than ever or are overtaken effort to integrate these complex processes. Orders flow
by the sheer volume and force of incumbents. Add in a in electronically without any human intervention directly
dash of unprecedented global connectivity and businesses through retailers preserving the value of the reseller net-
are quickly discovering that the information/content work with the brand equity and fulfillment power of the
describing their brands is almost more important than the manufacturer.
products and services they actually represent.
Most every major brand at one point or another has Brian Tervo
spent literally millions of dollars to promote a product President & CEO
via a campaign that went no further than their own web
or physical store properties. The problem is that the Brian Tervo serves as President and Chief
consumer of today is seeking information from numer- Executive Officer of TIE Commerce Inc.
ous other sources that are not under your explicit control. where he is responsible for driving com-
Brand owners need a real plan to contend with a content pany vision, growth and profitability.
TIE ~ 1/2009 ~ P9