Ariba: "Don't call us B2B"

As part of its strategy to pick itself up and dust itself down, B2B firm Ariba has declared it is no longer a B2B company.

It is now a "spend management" company. Steve Muddiman, VP marketing EMEA, argued that "it's not because we don't want to be associated with B2B and it's not just marketing or a re-positioning".

The company is in the process of putting together a portfolio of products all aimed at reducing the running costs of a company. It already has the procurement element - its well-known Buyer product - and the sourcing software. Next January it will start releasing a series of analytical products.

A few months back rumours were rife that the company was about to be salvaged by a buyer. The company's new CEO - and they've had a few of late - Bob Calderoni has vowed that while he's in charge, the company is not for sale.

In October Ariba announced net losses of £27.7m. Muddiman added that Ariba will reach that elusive state of profitability with the next 12 months.

Get closer to the Ariba story, read:
Ariba's losses grow
http://www.silicon.com/a48553
Ariba gets new boss
http://www.silicon.com/a48340
Ariba takes back ex-CEO
http://www.silicon.com/a45877
'Failure was the best thing that could have happened,' says Ariba boss
http://www.silicon.com/a45037
Ariba for sale? Welcome to rumour central...
http://www.silicon.com/a44186

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