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      Magicians From The Land Of Christ

      DQI BureaubyDQI Bureau
      April 15, 1998
      in News, Uncategorized
      0

      "We are magicians." That’s what
      employees of Israel-based Magic Software Enterprises (MSE) refer themselves as. Such
      unconventional self-addressing is perhaps prompted from MSE’s success in Rapid Application
      Development (RAD) market leaving its competitors like Delphi gasping for breath. (RAD is
      its visual programming environment based on a unique post-4GL technology that replaces
      traditional development coding processes with an automated, completely table-driven
      programming environment.) The result has been reflected in MSE’s bottomline. Its revenue
      has jumped from $ 16.8 million in 1993 to $ 36.4 million in 1996. This means a growth of
      almost 117 percent in just three years. Interestingly, more than 90 percent of the
      company’s revenue comes from outside Israel, unlike some other vendors for whom normally
      it is the other way round. Says David Assia, Chairman and CEO, "In Israel, if you
      don’t export, you are dead. You cannot develop products only for the local market."
      Now MSE’s target is to reach $ 100 million by the year 2000.

      MSE was established in 1989. A successful
      IPO in August 1991 in NASDAQ established MSE which is today the second largest software
      company in Israel. It has distributors in over 60 countries. Moreover, it has 320-plus
      employees in seven subsidiaries which include France, Germany, Italy, the Netherlands, UK,
      and USA.

      MSE sells software and associated services
      that provide its customers with substantial productivity benefits in building applications
      that solve quantifiable business problems. Over 60,000 development and five lakh
      deployment units have been sold to date. Major worldwide customers include AT&T, Ciba
      Geigy, Club Med, Digital, Fujitsu, McDonald’s, NEC, NTT, Panasonic, Rolls Royce, United
      Nations etc.

      MSE and AS/400 division of IBM have formed
      an alliance to market the former in an open client server computing environment enabling
      transparent integration of applications and data across multiple platforms, operating
      systems, and integrated databases. MSE also has a partnership agreement with Digital in
      support of its AllConnect strategy. Says Avikam Perry, VP (R&D), MSE, "This was
      made possible by MSE’s support for transparent integration of applications across all
      Digital platforms and operating systems."

      In addition to strategic alliances with
      Digital and IBM, MSE has formed strong business partnerships with several key companies.
      These include agreements on using MSE with SCO for its operating systems, with Pervasive
      Software Technology for its BTRIEVE and other software products, with Popkin Systems for
      its CASE design tools, and with Mercury Interactive for its software testing tools.

      MSE offers a full set of value-added
      training and support services to maximize MSE productivity. The services include:

      • Magic Solutions Partners Program: A powerful
        package of special product pricing, marketing materials, and value-added training and
        support services designed to help Magic Solutions Partners achieve maximum profitability
        through Magic development efforts.
      • Magic Consulting: It brings the experience
        of Magic experts well-versed in a variety of programming scenarios and computer
        environments for projects such as RADD, prototyping, and rightsizing.
      • Magic University: An intense training
        program designed to quickly increase Magic proficiency. Courses are available for every
        level of experience, from the basic Magic concept to expert programming, including all
        client server configurations.
      • Magic User Groups: Bring Magic developers
        together in a forum for sharing programming and applications concepts and techniques.
        There are currently over 40 active groups worldwide.

      Says Perry, "Unlike its major
      competitors, MSE’s approach offers the advantage of a single uniform programming paradigm
      regardless of architecture [LAN, client server, Internet], platforms [Windows, Unix,
      AS/400, Open VMS, NT], and databases [Oracle, Informix, Sybase, SQL Server]."

      Adds Assia, "The economic implications
      for lifetime cost-of-ownership

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