As the market for Web integrators becomes more crowded every day, how do the e-savvy differentiate themselves? Mimi Brooks, CEO of New York-based Logical Design Solutions (LDS) says her 130-person Web integration company wins by reaching through the technology to touch the end-user.
VARBusiness: It's getting tough to tell the integrators without a scorecard%85
Brooks: If you look at [Web integrators'] messages, all of our messages are relatively similar and they're becoming even more similar, but, if you peel that back a layer, really where the differences come in is, "Where do you execute on that? What's your approach like?" I think our approach is truly a user-centric approach, both from a design and an engineering perspective. We don't really see the difference between one or the other.
VB: Much of your marketing material focuses on your usability labs. How has that helped define LDS?
Brooks: When we give tours of our usability labs, it starts to show personality differences from, say, a Razorfish. A lot of this is really a personality difference between our competitors. Our performance engineers are really looking at this from a science of design perspective, and I think that's a really different way of looking at design. So, I would say that when we're comparing ourselves to the interactive agencies, we think we offer a more complex solution than [our competitors].
VB: What about the more technology-oriented integrators?
Brooks: If we compare ourselves to the Scients and the Viants, those folks are really carving out their competencies in the strategies space and trying to bring in the design and delivery. We've always had the design and the delivery, so we'd say we're more end-to-end than they are. Our model is more similar to a Sapient; they're one of our biggest competitors. The difference between us and them is that Sapient still gets a lot of its business from the back-end forward, where in our business space, 90 percent of our customers are on the business side. We're viewed first and foremost as offering more of the business solution than the technology solution.
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