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effective-e Seeks Yin/Yang Between Design and Technology effective-e, a developer of e-commerce solutions and web-based business applications, strives to achieve a balance of design and technology. To create a functionally specific and visually appealing site is the only solution in their eyes. Director Kent Malwitz says, "Our philosophy, along with our deep expertise in software development, are our real differentiators. When I helped launch effective-e, I looked at the market and saw an unfilled need. Just 18 months ago, most company websites were 'brochureware' sites that simply provided information. An appealing design was the most important thing, so web developers could get by without fully understanding how to effectively develop reliable, comprehensive software solutions." "Now, the trend is for businesses to run more of their operations via the web." he continues. "Good design is extremely important, but software development expertise has become just as critical. And how these work together is the key to a successful outcome." Malwitz came to effective-e in fall 2000 and has spent his career in IT consulting, gaining an understanding of how to use technology to meet clients' business objectives. "The approach is simple, but not universal," he says. "Many Web-related service companies have misled customers into developing Web-based solutions with little regard for the value the solutions bring to the organization. My focus is to add value to our clients' core business using technology." Not only does effective-e maintain the in-house expertise to design and develop complex web solutions, it also has partnerships with technology providers. For example, effective-e recently forged an agreement with Sequoia Software, the leading provider of XML-based portal software, to implement the Columbia firm's XPS portal solution — a distinction shared with only a handful of regional companies. effective-e's clients include regional leaders in retail, recruiting, and community services. In addition, the company is expanding to serve the information technology, education and biotechnology industries. Two of its specialties are custom web- based applications and corporate portal solutions. effective-e's headquarters are in Fells Point, shared with its sister company Automation Consultants, an IT staffing firm; clients are located throughout Baltimore, Washington and Northern Virginia.
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