Redmond, Wash.-based Microsoft has acquired the products business of CRM portal solutions provider called Adxstudio. The company, which is based in Regina, the capital city of the Canadian province of Saskatchewan, has been a long-standing partner of Microsoft and in fact also maintains an office in Redmond. 

Microsoft, in short, is very well acquainted with the product and its platform, and doesn't hide its admiration.

Bill Patterson"It's an incredibly sexy acquisition," Bill Patterson, technical product manager for Microsoft Dynamics CRM, told CMSWire.

But for now, as it turns out, Adxstudio's sexiness will be kept under wraps, until Microsoft Dynamics CRM is ready to build out its web engagement technology offerings. 

Until then, Microsoft plans to build more out-of-the-box Adxstudio processes for users to take advantage of the web channel, as well as encourage its other partners to deploy it among their customers. In the immediate term, Adxstudio's tools will be immediately available to Microsoft Dynamics CRM users as it has been natively built on Microsoft Dynamics platform.

Web Portals, Other Tools

What Adxstudio develops is web portals, online engagement applications and application lifecycle management applications for Microsoft Dynamics CRM. It also offers pre-built modules in related areas, such as partner relationship management for organizations who sell through partner channels; technical support for high tech and software development organizations; and online citizen engagement for public sector organizations. Each can be used both on-premises and in the cloud.

"These portals work with the CRM application easily and naturally for both online and on-premises customers, who can take advantage of this offering right away," Bob Stutz, corporate vice president of Microsoft Dynamics CRM, wrote in a blog post announcing the acquisition.

Adxstudio also provides professional services, but it is spinning off that division to form a new company, Adoxio Business Solutions.

Web Self-Service + Web Engagement

Stutz also noted that, per Forrester research, web self-service is now the most popular channel customers use to get help. Which is fine, but Adxstudio can't be considered a pure play self-service app -- it is too infused with engagement tools, Patterson said. This, as it happens, is the larger point of the acquisition. Microsoft wants to use it as a platform as it continues to build out Dynamics CRM to include greater functionality around web engagement.

"Organizations are not just looking to webify their self service but also add a dynamic to it so customers don’t feel as though they are on their own," Patterson said.

Innovation Around Web Engagement

Adxstudio "is a great platform to support our next wave of innovation with Dynamics CRM," he said.

At the start of this month Microsoft debuted its newest iteration of Dynamics CRM, a package that includes intelligence, productivity, mobility and service. "We have a great a great mobile engagement technology framework," Patterson said.  "What we needed was a great one for web engagement technology."

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