May 9, 2006; 06:00 AM
Interactive marketing service provider Responsewave (http://www.responsewave.com)
announces the release of the market's first Marketing ASP (Application
Service Provider) platform developed in RUBY on RAILS (RoR - http://www.rubyonrails.org/).
The new WaveONE platform allows marketers to perform interactive
campaigns in a true multi-channel marketing environment, integrating
online, offline and wireless communications channels.
The newly launched marketing ASP platform was initially developed
in a J2EE environment using Hibernate and Spring and reengineered in
Ruby for on Rails over the last monthsyear. Before the reengineering
project beganwas initialized, several technologies and frameworks were
evaluated.
"Over the last few years, we have experienced increasing client
requests for custom functionality and changes enhancements inin our ASP
platform to address a constantly changing online consumer behavior. In
a J2EE environment we experienced that complexity just increased as
diverse functionality was added to our platform on demand" explains
Eric Baumgardner, CTO of Responsewave.
"Moving to a Ruby on Rails environment, has allowed us to build an
extremely flexible frameworkplatform through whichwhere we can easily
scale our application platform by constantly adding new features and
elements, while keeping the application architecture optimized for
delivering first class Internet applications", adds Eric.
 "Ruby on Rails also sets the stage for the ever increasing Web 2.0
functionality requests coming from clients by providing built-in
support for AJAX and web service calls. This leads to an overall
reduced complexity in the software architecture, which in turn
drastically increases productivity", Eric explains.
While evaluating different technologies and application frameworks,
it was important forthat the new marketing ASP to meet high standards
for handling extreme amounts of traffic and executing application logic
effectively.
"As a trusted global provider of hosted marketing campaigns, it is
essential that we can deliver the quality and reliability that meet our
client's expectations. Our dynamic campaigns generate extreme amounts
of traffic and user registrations. Often we generate more loads in just
days than our clients experience in a whole month, and it is essential
that we can provide a unique customer experience, independent of
whetherif it is 1 or 200 concurrent users in the campaign at the same
time", says Henrik Mandal, Founder of Responsewave.
Scalability is very important for today's generation of Internet
applications. The Responsewave R&D department carefully tested Ruby
on Rails with extreme loads.
"Many marketers underestimate the importancet of instant delivery
of user specific content in online marketing campaigns. When a user
enters a website, all elements need to be displayed instantly without
any delay, as marketing is all about timing," added Henrik. "What often
happens in online marketing campaigns is that many users request the
same site simultaneously and the application is not capable of serving
the number of user requests. As a leading provider of hosted marketing
applications, this is our core business. We deliver turnkey marketing
solutions and our solution needs to meet the high standards of today's
business critical applications", explains Henrik.
"We spent great resources on testing the new platform, and after
the first week of the new platform in production, the application
generated over 5 million personalized page views, 700 000 user
registrations, and produced over 2 million confirmation letters sent by
email without any user delay or application error", adds Henrik.
For more information about Responsewave, please visit http://www.responsewave.com
About Responsewave
Responsewave is an innovative provider of hosted Multi-channel
Relationship Marketing, providing clients with a complete hosted
campaign infrastructure for planning, building, testing and analyzing interactive multi-channel marketing campaigns.
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