| Investors
looking for hot new Internet initial public offerings will soon
have an entirely new category of Net start-ups to consider: e-mail
answering services.
Sound a bit dry? This new group of soon-to-be public companies
solves real problems for real customers who actually have real
money: Theyre automating the process of responding to
the avalanche of incoming e-mails bombarding many businesses.
The first of this new breed of companies to go public is Palo
Alto, Calif.-based Kana Communications, Inc., which filed an
IPO registration statement with the SEC earlier this month.
Others in the pre-IPO pipeline include Brightware, Inc., based
in Novato, Calif., Acuity Corporation, based in Austin, Tx.,
and YY Software, Inc., also based in Palo Alto.
The problem -- and opportunity -- being addressed by these
companies is substantial.
According to a self-serving, although totally believable, survey
conducted by one of the vendors in this market, only 15 percent
of the top 100 companies on the Fortune 500 list were able to
answer a very simple e-mail inquiry within three hours.
Another 36 percent of these firms either couldnt be contacted
by e-mail through their web site at all, or made it so difficult
few were likely to accomplish the feat.
It took Bell Atlantic, for example, more than a week to respond
to a simple query -- "what is your corporate headquarters
address?" -- sent to the e-mail address listed on its Web
site. Several other major companies, including RJR Nabisco,
Home Depot, United Technologies, and MCI, hadnt responded
at all by the end of the thirty-day survey period.
The software produced by these start-ups relies on artificial
intelligence to analyze the meaning of incoming e-mails.
Drawing information from a customers preexisting database,
the software drafts responses to e-mails and forwards them directly
to the person who sent the e-mail, or to company personnel for
further review.
It costs U.S. companies about $2.75, on average, to manually
answer an e-mail compared with about 25 cents to answer an e-mail
with the help of automated e-mail response software, according
to Forrester Research, based in Cambridge, Massachusetts.
The market for this kind of software is projected to grow at
a compound annual rate of 116 percent, reaching $2 billion dollars
by 2003, up from just $42 million in 1998, according to International
Data Corporation (IDC), based in Framingham, Mass.
"This is a critical category of software because it solves
one of the thorniest problems on the Internet -- web site abandonment,"
says Albert Pang, research manager for IDC. "The market
for this category of software is expected to grow explosively,"
he says.
Kana Communications, Inc. is expected to launch its pre-IPO
road show sometime after Labor Day. For the quarter ending March
31, 1999, Kana posted sales of $1.4 million dollars, with losses
totaling $1.845 million.
The company was founded in April 1997 with $700,000 in seed
financing provided by the Draper, Fisher, and Jurvetson venture
capital firm based in Redwood City, Calif. Kana has raised $26.5
million dollars in venture capital since then from Benchmark
Capital, Stanford University, New Millennium Partners, and others.
According to Charles Rider, an analyst with the Patricia Seybold
Group in Boston, Massachusetts, Kana has a "well-thought
out and complete solution for companies that want to implement
a call center-style solution to the challenge of high volumes
of customer e-mail." Kanas current customers include
Pacific Bell, Netscape, and eBay, Inc. Taken together, Kanas
148 customers already answer approximately 4.2 million e-mails
per week using Kana software.
There is, however, plenty of room for competition.
The number of e-mail messages sent worldwide each day is projected
to grow from about 1.9 billion last year to more than 4 billion
by the end of 1999, according to Pioneer Consulting, based in
Cambridge, Mass.
Several of Kanas rivals, for example, maintain their
products do a better job drafting accurate answers to e-mails
that contain multiple, or vague, questions.
Another firm, San Jose-based Quintus, Inc., also in the pre-IPO
pipeline, is reselling e-mail response software provided by
Brightware, Inc. bundled with their existing call-center products
so that customer service personnel can quickly review a customers
previous e-mails whenever they call in for assistance.
Unlike many currently popular Internet stocks, the strength
of these companies is that they dont rely on revenues
from consumers or advertisers.
Instead, their products are needed by any business that operates
on the Internet. In the Internets rapidly-developing war
of attrition, the vendors of automated e-mail response software
are selling munitions.
|