Pegasystems Inc. has formed an electronic services division to build advanced software for self-service users over the Internet, corporate intranets, and extranets.

The new unit will focus on providing Internet-based support for call center integration, mass customization, one-to-one marketing, and fulfillment.

"The demand for integrated self-service sales and customer service solutions is growing," said Alan Trefler, Pegasystems' president and chief executive officer. "Pegasystems' electronic commerce capabilities extend an organization's call center to include on-line access while leveraging an enterprisewide base of shared business rules."

Ron Rock has been appointed vice president of the new division. He was vice president of electronic financial services at Advanta Corp.

"By integrating the Web into an existing call center, an organization can provide cross-platform support of one-to-one marketing and enhance its relationship management efforts," Mr. Rock said.

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