Fast forward for Specializeds US website

This morning we got a press release about Specializeds B2C website from Oracle Corp. Web techies will love all the how its powered stuff. The rest of us can revel in the American hyperbole, the internet jargon and the fact that Specialized will soon make its site business-to-business
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Specialized Peddles to E-Business Success With Oracle

Bicycle Company Hits FastForward and Cruises Into Internet Retail Channel

Using Oracle(R) Applications

Oracle Corp. (Nasdaq: ORCL), the largest provider of software for e-business, today announced that Specialized Bicycle Components Inc., the international leader in the design and manufacture of technologically advanced bicycles and bike equipment, is using Oracle(R) FastForward(SM) Web Store to expand its distribution channel online.

Specialized launched into the Internet realm in less than 45 days with Oracle FastForward Web Store, a packaged application and services offering comprised of Oracle iStore, which builds and manages dynamic and personalized web-based storefronts, consulting services, support and education.

Oracle e-business Suite Optimizes IT Operations,

Improves Online Customer Experience

Specialized's Web site, www.specializedbikes.com -- now dubbed S-Store and powered by Oracle iStore -- enables customers to purchase products online, find out precise delivery dates, identify local dealers and receive product, bike race and trail information. Since its inception, the S-Store has received over four thousand hits per week and the average order amount has increased over 50 percent since January 2000. S-Store's success underscores Oracle's leadership in powering Internet commerce and demonstrates how growing companies such as Specialized can make an "overnight" transformation into the world of e-business.

Prior to their implementation of Oracle iStore, Specialized's IT department had to manually connect order-entry applications to its ERP and supply chain systems. Today, all e-business operations are automated, so orders placed on Specialized's Web site are electronically routed to its back office applications with little manual intervention. Unlike other application

vendors that offer CRM and ERP as separate product suites, Oracle offers a complete e-business suite, so companies can conduct both front and back office operations in an integrated, streamlined manner. By capitalizing on Oracle's holistic approach to e-business software, Specialized now has a 360 degree view of its organization, its customers and its partners.

"Oracle lives our motto, 'innovate or die,'" said Ron Pollard, CIO,

Specialized Bicycles. "Oracle's completely Web-enabled, integrated e-business suite is forward-thinking. Their approach revolutionized our operations and distribution model and unified our customers, dealers and distributors in less than two months."

Technology Changes Specialized's Business Strategy

When Specialized looked to move from their distributor-only model to

include an online strategy, they needed to create a new business model, with the technology to support it, that would allow customers the convenience of online shopping without cutting off their brick and mortar distributors. In order to address this potential channel conflict, Specialized established the Specialized Dealers Direct (SDD), and offered their 1,100 dealers 51 percent ownership of the site. Oracle deployed the S-Store business-to-consumer Web site in less than 45 days so Specialized could link partners and consumers and optimize revenues. Later this year, Specialized expects to use Oracle for expanded B2B capabilities that allow dealers to order products online and streamline supply chain management practices.

"Companies in every industry are realizing the tremendous potential of the

Internet as a new sales and marketing channel," said Sandy Sanderson,

executive vice president, Oracle Corporation. "Businesses must quickly and

easily establish a compelling Internet presence to attract and retain

customers. FastForward Web Store enables companies such as Specialized to

bring products to market faster and to provide personalized customer care."

About Oracle FastForward Web Store

FastForward Web Store is comprised of Oracle iStore and Oracle iPayment,

key components of the Oracle e-business suite of applications. Oracle iStore

is a flexible, secure Internet storefront that enables the selling of products

and services directly to customers. Oracle iPayment, which is fully integrated

with Oracle iStore, supports electronic payment processing enabling shoppers

to choose from multiple payment options and flexible payment methods.

FastForward Web Store includes implementation services delivered by Oracle

Consulting or Oracle Service Providers, designed to have companies live in

approximately 45 business days. Additionally, the FastForward package provides

support and education services.

About Oracle

Oracle Corporation provides the software that powers the Internet.

www.oracle.com

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