OPENWORLD - Siebel On Demand to become 'social CRM'

Web 2.0 sensibility turns up in the darnedest places

As part of its 'social' push, Siebel will include application programming interfaces (APIs) to enable partners to build ancillary applications.

But Oracle isn't aiming to create the same sort of burgeoning 'widget' ecosystem that Facebook was able to create in a matter of months, something that Salesforce.com is trying to do with via its AppExchange and more recently announced Force.com platforms.

Oracle is "not looking to be a development platform for CRM," Wettemann said, which she said would not hurt it. Among enterprises, the quality of the apps and integration is more significant.

Meanwhile, "Facebook is a recent phenomenon. Nobody in business knows how to deal with it yet," Kaplan said.

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