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A marketing agreement between business communications firm Avaya and SAP America will see the companies jointly market products in the customer relationship management space; meanwhile a year has passed since the start of the AMQ project, which aims to create an open messaging queuing solution.

Avaya and SAP plan to offer a combined solution, mySAP CRM with Avaya Interaction Center software, the firms announced in a statement. The companies believe the routing capabilities in Avaya's solution can draw from the "context of information from mySAP" about a customer and direct him or her to the correct business associate.

Promotional efforts begin at VoiceCon in Orlando, March 6-9, 2006. After that, the companies should make the combined solution available to customers in the second quarter of '06.

The pair touted the support of a Services Oriented Architecture with the new combo. By building on open industry standards, developers at both SAP and Avaya were able to create that interactivity without having to learn each other's proprietary code.

Proprietary messaging schemes are experiencing the effect of a whispering campaign against them, from a higher-level perspective. The well-moneyed financial industry has been discussing the prospect of embracing AMQ, an open-source recreation of IBM's WebSphere MQ.

JPMorgan Chase and Co VP John Davies discussed the project at the Web Services on Wall Street conference in February 2005, eWeek reported. Although Davies isn't listed on this year's conference, a session on a JPMorgan Chase case study with an unnamed JP Morgan Chase speaker is present.

Last year, Davies told eWeek that banks need something that is not proprietary. Perhaps the Avaya-SAP collaboration using open standards is a way for those organizations to stave off potential competition from a developed AMQ product.

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David Utter is a staff writer for WebProNews covering technology and business.