They must move beyond their area of strength and comfort into the unfamiliar territory of trying to become a software platform company.

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My own employer, SAP, has reinvented itself from back-office ERP software purveyor to become a real-time platform company delivering break-through technologies that are transforming business.

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In addition to the traditional Motorola set-top business, the company offers Google TV, a software platform offered through OEMs via both televisions and after-market set-top boxes, to integrate content from cable and the open Internet.

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Armed with over 20 years of experience across technology, internet and marketing sectors, Mr. Bradford joined Oracle in the company's acquisition of Vitrue, a leading social enterprise software and marketing platform.

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"If you are an insurance company and are starting a service for your claims adjusters, the Services Delivery Platform software stack will know how to integrate it with your existing e-business infrastructure, transcode it, and deliver content to these in-car devices, " Desai said.

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