It writes software that allows companies to link with customers, partners and employees.

FORBES: The Plumtree Software Soap Opera

Dowling said Pure Networks is sharing its APIs with partners like AOL and D-Link so they can write both agents and applications that leverage the Network Magic platform to the enhance the value of their hardware and software offerings.

ENGADGET: The Family is the Network: Pure Networks' Network Magic wants to make things simple

The partners in BT Openworld will be offering services tailored for the high speed link that gives customers full screen video, high quality music downloads plus exclusive recordings and films.

BBC: BT opens up Openworld

But today, analytics link these data-sets together in order to better understand interactions between firm, customer, and business partners.

FORBES: Is Marketing Too Undisciplined For Its Own Good?