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Asera

Other B2B Software · San Francisco, United States · Founded 1998

Asera Inc. represents a quintessential case study of the high-flying ambitions and volatile nature of the dot-com era. Founded in 1998, the company emerged as a heavily backed venture in the business-to-business (B2B) enterprise software market. The concept for Asera was the brainchild of renowned venture capitalist Vinod Khosla of Kleiner Perkins, who envisioned a company that could challenge the dominance of enterprise software giants. Among the early technical leaders was founding engineer Murugan Pal, a serial entrepreneur who had previously been a principal developer at Oracle, focusing on its early XML initiatives. The company was led by CEO David Murphy, who was brought in from IBM's Tivoli business to steer its ambitious growth. The core of Asera's strategy was its eBusiness Operating System, a sophisticated software platform designed to provide adaptive e-business solutions. This system enabled enterprises to build and deploy what the company termed "composite applications," which allowed for the rapid adaptation of business logic and processes. This was positioned as a critical tool for companies operating in the fast-paced digital economy, offering a way to overcome the limitations of traditional, monolithic software development. The platform included a suite for application development and deployment, a rules-based workflow engine, and a library of XML-based objects for creating business processes. Asera's business model involved licensing this platform to large enterprises looking to enhance their B2B operations, including order management and supply chain interactions. Asera's potential attracted an extraordinary amount of capital and a premier syndicate of investors. The company raised approximately $168 million over its lifecycle. Its backers included not only Kleiner Perkins but also Andersen Consulting (now Accenture), SAP, Intel, Cisco, and Bowman Capital, among others. This formidable support underscored the market's belief in its mission to redefine enterprise software. Despite its promising technology and significant financial runway, Asera struggled to achieve sustainable commercial traction. In a quiet end to its ambitious journey, the company sold its core assets, intellectual property, and brand name to SEEC Inc., a provider of software for the financial services industry, in a deal announced in January 2003. Keywords: Asera Inc, Vinod Khosla, Murugan Pal, eBusiness Operating System, B2B enterprise software, dot-com era, composite applications, web services platform, SEEC Inc acquisition, Kleiner Perkins, enterprise software, application integration, business process management, XML-based software, venture capital, David Murphy, adaptive eBusiness, supply chain software, order management platform