'Analytics: Don't Do CRM Without It' Reports the Hurwitz Group About the Industry's Next Wave.

Business/Technology Editors

WESTBORO, Mass.--(BUSINESS WIRE)

Nov. 7, 2001- The Hurwitz Group, a leading research, analyst and consulting firm, today released a new report entitled "Analytics: Don't Do CRM Without It" sponsored by Applix (NASDAQ: APLX), a global provider of interactive planning, CRM analytics and business intelligence software. The report, which outlines the competitive advantages companies can achieve through integrating customer relationship management (CRM) and business intelligence (BI), can be downloaded from www.applix.com.

"CRM and business intelligence have emerged as strategic solutions that can work together to address companies' priorities and support continuous business improvement," said Sharon Ward, vice president at Hurwitz Group. "Companies that capture intelligence about customer behavior and adjust their business processes accordingly will gain significant competitive advantage. Applix has the experience, expertise and proven technology in both CRM and business intelligence to deliver on this vision."

The Hurwitz report presents several key business issues driving demand for fully integrated CRM and BI solutions that enable companies to continuously improve their business strategies, especially in the way they view, analyze and interact with customers. It explores how current technologies inhibit continuous customer relationship improvement and describes the technology requirements for a more adaptive approach. Finally, the report describes how Applix exemplifies this approach through a fully integrated and adaptable CRM and analytics solution.

New Product Delivers The Vision

The report comes ahead of the announcement of Applix's next-generation product that combines Applix iEnterprise and Applix iCRM capabilities into a seamless environment with integrated tool sets and a single user interface. The new Applix solution will be unveiled at the DCI Data Warehousing Conference & Exposition in Los Angeles this December 12.

"What once could only be imagined in the world of CRM is now possible. Applix solutions help complex companies constantly re-tune their processes based on real-time information," said Alan Goldsworthy, president and CEO of Applix. "We ensure the optimization of ROI with solutions that are measurable and sustainable -- which is especially important in a constantly changing economy. By empowering executives with combined analytics and operational information, they can perform truly interactive planning from a panoramic perspective complete with drill-down capabilities."

About Hurwitz Group

Hurwitz Group, an analyst, research, and consulting firm, is a recognized leader in identifying and articulating the business value of technology. Known for its real-world experience, consultative style, and pragmatic approach, Hurwitz Group provides strategic guidance to its clients by delivering analysis, market research, custom content, and consulting services. Clients include Global 2000, software, systems, and investment companies.

About Applix, Inc.

Applix, Inc. (NASDAQ:APLX) is a global provider of interactive planning, CRM and business intelligence solutions that rapidly transform information into knowledge, enabling companies worldwide to obtain and retain customers through better decision-making. Applix solutions capture information from every corner of a company's extended enterprise, including internal and external customers, financial operations, partners and suppliers. Adaptable, scalable and real-time, Applix solutions support unique, complex and disparate business processes, providing analysis, planning, measurement and response to changing customer requirements and business dynamics. Headquartered in Westboro, MA, Applix maintains offices in eight countries and has more than 2,400 customers worldwide. For more information on Applix, please visit http://www.applix.com.