is the leading provider of collaborative business commerce solutions. Here's how Ariba described itself just two months ago: "Ariba, Inc. Companies around the world use the Ariba Network to simplify inter-enterprise commerce and enhance the results that they deliver." Using the Ariba Network (tm), businesses of all sizes can connect to their trading partners anywhere, at any time from any application or device to buy, sell and manage their cash more efficiently and effectively than ever before. Ariba combines industry-leading cloud-based applications with the world's largest web-based trading community to help companies discover and collaborate with a global network of partners. is the world's business commerce network. Consider Ariba's latest positioning or boilerplate from April 2012: "Ariba, Inc.
As of yesterday, it's "Enterprise Networks" or "Business Commerce Networks" (Kanye?!).Īlas, for the largest pure-play provider in a sector, swapping positioning has broader implications for how the market perceives software that addresses core business processes than it might first appear on the surface. Then it became the "Commerce Cloud" (moving onto Miles Austin and a short-lived and long-paid jaunt with Kris Humphries). For Ariba, not so long ago it was "Spend Management" (the Nick Lackey and Reggie Bush years for Kim). Fortunately, we all know the results that good P2P provides can long outlast the run of a typical reality TV show - or the love interests of someone on it. It seems that for every few "persons of interest" Kim Kardashian is seen with, Ariba comes up with a new corporate umbrella from which to dangle its overall company and product positioning.
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