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Advanta Software/Translogix

Advanta Software/Translogix

Advanta had previously dedicated itself to the development, implementation and support of leading software and services to third-party logistics (3PL) providers in Australasia.

Global HQ: Sydney, Australia Website: www.advantasoftware.com.au

Global leader: Anselm Waterfield, CEO

Core activity: Logistics software

Revenue: Not disclosed

Key customers: MarkitForce, Stream Solutions, Lowes Petroleum, Barbeques Galore, MSC Logistics Employees: 72

So fast does the information technology industry move that, just weeks after its nomination for the Strategic 100 and midway through the research and writing of this year’s issue, Advanta Software merged with specialist transport logistics software supplier Translogix.

Advanta had previously dedicated itself to the development, implementation and support of leading software and services to third-party logistics (3PL) providers in Australasia. The company was doing well, having recently won work with mail house, Magnamail, and fuel distributor Gekko Petroleum.

The latter company was the target of ATLAS eZfill, a new product that aims to help fuel distributors go about their business more efficiently. The last year also saw Advanta release ATLAS eZtrace, a PDA-based track and trace system that records, captures and displays information on the user delivery status of goods.

These products and the company’s other offerings are of sufficient quality to have helped it scoop a nice swag of awards. Working with client Stream Solutions, Advanta picked up the Logistics Mercury Award in the technology application category and more recently with client MarkitForce, also scooped the State and National iAward in eLogistics.

September 2008 saw the merger with Translogix take effect, with the combined companies telling CIO that they had “been operating in complementary marketplaces and the merger will benefit clients through a broader range of products with a higher level of functionality”.

In the short-term, the company will seek to build interfaces between each partner’s products. Cross-selling is also on the agenda, as is a merged product suite and the usual mash-up of two back offices.

This, the company says, will “deliver significant benefits to customers through an enlarged team, faster response, broader range of products and more rapid application of new technologies”.Simon Sharwood

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