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Hong Kong, 8 April, 2008 – Radica Systems Limited (Radica) has launched a powerful new software solution that will help Hong Kong's legitimate e-marketers stay on the right side of the government's new anti-spam laws.

Radica's Intimate Enterprise Edition 3.5 (RIEE 3.5) enables marketing executives to employ more sophisticated and creative techniques rather than saturating the Internet with clumsy and now illegal email messages. Offering a host of features including smart scheduling to ensure that mails arrive at the best times as well as dynamically creating reader specific content, the new solution enables full compliance with the Hong Kong Government's recently introduced Unsolicited Electronic Messages Ordinance legislation (UEMO).

The online employment pioneer JobsDB is one of the first businesses in Hong Kong to implement the RIEE solution.

"Concerns over customer data privacy and laws against spamming have prohibited many marketers from conducting email marketing for fear of being branded as spammers. And the new UEMO law can make indiscriminate e-marketing a criminal offence," said Francis Kwok, CEO, Radica.

Radica’s new solution helps businesses target key audiences according to the UEMO guidelines. Benefits include enhanced personalisation, generation of dynamic content and smarter campaign scheduling. In addition, the highly reliable and scalable solution enables simple campaign implementation, real time reporting and tracking of marketers email marketing activities, ultimately facilitating personalised dialogue with each individual customer, bringing on improved sales results due to better customer understanding and relevant content delivery.  

“As an online employment portal, E-marketing campaigns are a key part of our marketing initiative and a quick and cost effective way to reach out to our audience. However, this doesn't mean campaigns are straight forward and easy to execute – there is a lot to consider,” said Vincent Koo, Executive Director, JobsDB.

According to the world's leading information technology research and advisory company, Gartner Inc, e-marketing will be the fastest growing area in the automated marketing field in the next five years. The online channel is becoming highly influential for purchasing decisions. Marketers will increase investments in e-marketing to help detect and move customers through the buying process. 

“The trend is clearly towards greater use of e-marketing to fuel business growth objectives. But it raises two major challenges – getting above the background noise and complying with increasingly demanding regulations," said Kwok.

"By using technology such as RIEE 3.5, marketers will be able to quickly develop and execute new marketing strategies that will lead customers toward a purchase, without running the risk of breaking the law," he said.

Radica is a leading intelligent e-Marketing software company based in Hong Kong. With diversified client base including Fortune Global 500 companies, Hong Kong listed companies and SMEs, Radica is committed to innovating the best-in-class e-Marketing software technology that ultimately brings in real benefits to our clients. The company's R&D focuses on the adaptive personalization domain with artificial intelligence applicable to e-marketing and e-sales. Radica Intimate has won numerous awards and recognition from partners and customers.  For more information please visit www.radicasys.com

RIEE 3.5 new features include:

-         Campaign creation – smarter campaign scheduling

o       Time zone scheduling setting helps to manage global campaigns and optimise delivery time

o       Set delivery time with time zone adjustment, minimising the need for manual calculation  for overseas subscribers

o       Generate multiple stages at a time, with uniform interval and evenly distributed coverage size

-         Dynamic mailer - add on module

o       Allows new type of dynamic content from an external source (in XML format) enabling integration with content management systems

o       When linked up with the content source, the automation of enews can be realised on a content standard (the XML format)

o       User can provide XML content file via manual upload or place in a Mediator datastore

o       With the new email rendering engine, users can now define highly sophisticated business logic to create personalised messages

-         System administration

o       JDBC Connection leakage tools are inserted in RIEE 3.5

-         Enhancements have been made to the following existing features: