Usability Company and WebAbacus unveil new name and service

by Jennifer Whitehead, Brand Republic 30-Sep-05

LONDON - The Usability Company and WebAbacus have unveiled the name for their merged company as Foviance and launched what is being called Europe's first experience management service.

Experience management is the growing field that looks at the overall relationship that customers have with companies, ranging from call centres and websites, to visiting stores.

Foviance will combine its experience in usability issues and web analytics, as well as developing new technology to help companies see what happens when customers use their digital services, and where it can be improved.

The service is available across all digital channels, including the internet, interactive television and mobile phones, as well as call centres.

Foviance's management comprises executives from The Usability Company and WebAbacus, which merged in May.

From The Usability Company, CEO Paul Blunden will take the same title at Foviance, while Marty Carroll, formerly practice director, becomes experience management director.

WebAbacus' marketing and development director Ian Thomas will take the same title at Foviance. Karl Harvard, formerly European sales director at Gomez, becomes commercial director.

The company's name comes from the word "fovea", which is the part of the eye responsible for the sharpest vision, and is meant to signify the clarity it will bring for customers and its focus on innovation.

"By bringing the expertise of The Usability Company and WebAbacus together under one roof, Foviance is truly breaking new ground and creating a new kind of company.

"The combined expertise offered by Foviance enables it to measure, analyse and enhance the user experience across all digital interfaces," Blunden said.

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