From Nettech to Broadbeam

Management Moves


Leaving Town

Stock News



Crosstown Moves

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A slightly differerent version was published in U.S. 1 Newspaper on July 7, 2000. All rights reserved.

Life in the Fast Lane: IndustryNetworks

E-commerce is jumpstarting another distribution

revolution, as Quinn Spitzer points out (see story on page 10). And

a company on Lenox Drive, IndustryNetworks (

is staking out a claim for a particular kind of web-based supply chain

geared for large to medium companies. IndustryNetworks has been in

this area since last fall but released the first press release about

its software product just last week.

Until the launch this company was trying to work below the radar screen of

competitors, but now it discloses information on its website,

Just what is included in the supply chains served by this software?

Sourcing, procurement, and all processes — transactional, financial,

logistics, and demand forecasting — everything a manufacturer

needs to get a product to wholesalers. The company promises that web-based

software will cut costs by supporting relationships, connect to markets

better, and aggregate demands efficiently.

Consultant Gerald Bose provides an industry perspective. A logistics

and supply chain expert with Locus Consulting on Alexander Road, Bose

double majored in economics and mechanical engineering at Rutgers,

Class of 1976, and has an MBA from RPI. He puts supply chain software

in two categories. Initially software companies developed ways to

track supplies for such nonproduction activities such as maintenance,

repair, and operating services. "The low hanging fruits are on

that side," says Gerald Bose. "It takes more people to shuffle

the paper there."

A second kind of E-commerce supply chain is for manufacturing

and production, and mega companies such as Nabisco entered this space

early, to track the ingredients through the finished product to the

various kinds of retail stores.

IndustryNetworks has the third kind of supply chain, for large to

medium-sized companies to use in manufacturing, production, and distribution

to wholesalers. Its proprietary turnkey system is called E-SCMS, which

stands for E-Supply Chain Management System and is billed as the first

fully Internet-based supply chain service.

IndustryNetworks is basing its system on the E-commerce platform provided

by Ariba Inc. Bose notes that Ariba, which pioneered in this market

along with CommerceOne, began offering web-based platforms

five or six years ago, well before the smaller players, and is an

industry leader.

Communication and collaboration tools are being provided by a strategic

partner, Viewlocity, an Atlanta-based firm with such prestigious international

partners as Oracle, SAP, and PeopleSoft, plus Manugistics, based in

Rockville, Maryland.

An early user of the IndustryNetworks software was KeySpan Energy

(KSE), a holding company with two natural gas utilities for New York

City and Long Island.

Industry Networks claims its product will increase productivity, tighten

purchasing controls, empower employees, lower inventories, and increase

available working capital. It vaunts itself above its competitors

because its E-SCMS requires no additional onsite hardware or staffing,

little or no upfront costs, and can be operational after an installation

period of from three to six months.

IndustryNetworks.Com, 989 Lenox Drive, Building

1, Suite 224, Lawrenceville 08648-2316. Laurence Usdin, senior vice

president, CFO. 609-895-1770; fax, 609-895-1270. Home page:

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From Nettech to Broadbeam

Now that broadband is the hot word in the telecommunications

industry, Nettech Systems Inc. has changed its name to Broadbeam Corp.

"The name closely reflects our new focus on addressing a broad

range of wireless issues through our expanded software and service

offerings," says CEO Boris Fridman. The 12-year-old company’s

software, called middleware, provides wireless connections between

PCs in home offices and laptops and hand-held devices in the field.

Police departments and phone company technicians were initial users,

and Sears is also the company’s client.

"As the broader market is ready for wireless software solutions,"

says Leon Podolsky, vice president, "Nettech is uniquely positioned

as an infrastructure leader enabling wireless data for the masses."

The company has 70 employees, 45 in Princeton and the rest in Chicago,

Boston, California, Texas, and the United Kingdom.

Broadbeam Corp. (former Nettech Systems), 600 Alexander

Road, Princeton 08540. Boris Fridman, president. 609-734-0300; fax,

609-734-0346. Home page:

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Management Moves, 379 Princeton Hightstown

Road, Building 2, Cranbury 08512. 609-371-3000; fax, 609-371-3001.

Home page:

Joseph Sebastianelli has been named chairman, CEO, and president of

this unusual E-commerce company that is developing a system to cope

with what it terms "exorbitant" administration costs in the

healthcare industries. It is exploring innovative approaches to using

existing technologies such as the Internet, intranets, and E-commerce

in order to realize efficiency and savings in the processing of claims

and payment information. W. Edward Hammersla and Dean F. Boyer are

the founders. (March 25, 1998).

Sebastianelli was co-president of U.S. Healthcare and was instrumental

in that company’s merger with Aetna Inc., where he then held the office

of president. He came to Princeton from being CEO of Scripps Care,

San Diego’s largest healthcare system, and he has also been vice president

of Blue Cross of Greater Philadelphia and a litigation associate with

Morgan, Lewis & Bockius.

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Secure Commerce Services (Paytrust), 101 Quakerbridge

Executive Center, Lawrenceville 08648. Ed McLaughlin, CEO. 609-720-1818;

fax, 609-720-1819.

Paytrust has more than tripled its space with a move from 6,200 square

feet at 29 Emmons Drive to 22,000 square feet at 101 Quakerbridge

Executive Center, where it is subleasing from Policy Management Corporation.

It was represented by Bill Barish of Commercial Property Management.

In another announcement, RewardsPlus, the Web-based benefits firm,

is partnering with Paytrust to provide benefits to employees of its

member companies. These employees will have the ability to pay all

their household bills online through a corporate Internet portal.

Based in Baltimore, RewardsPlus leverages E-commerce to deliver customized

benefit solutions to employers, employees & service providers through

a single, low-cost, high-service technology platform. It serves more

than 1,000 corporate clients and the 2.8 million family members they

represent ( (800-218-1464)., 7 Wall Street, Princeton 08540. Ira

Baseman, president. 609-497-9400; fax, 609-497-9453. Home page: is quadrupling its space with a move from 1,500 square feet

at 7 Wall Street to 6,200 square feet on Emmons Drive. With a sublease,

it will take advantage of Paytrust’s move to larger quarters and get

space with networking, T-1 capability, and an open plan layout for

below market rent, says Bill Barish of Commercial Property Services.

A recent contract for is with Pennsylvania-based Keystone

Property Trust to provide advanced networking technology — high-speed

fiber optic networks — in properties that house small businesses

in suburban New York and Pennsylvania.

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Leaving Town

Daily Racing Form, 100 Broadway, Seventh Floor,

New York 10005. William Dow. 800-306-3676; fax, 801-659-7430. Home


With the help of an investment group, noted racing journalist and

handicapper Steven Crist bought the Daily Racing Form, a newspaper

and online racing service, from Primedia in 1998 for a reported $400

million. Last year the 105-year-old newspaper moved from Primedia’s

building on 10 Lake Drive in Hightstown to Manhattan (see cover story

on Primedia).

Top Of Page
Stock News

Dataram Corp. (DTM), 186 Princeton-Hightstown Road,

Windsor Business Park, Building 2-A, Box 7528, Princeton 08543-7528.

Robert V. Tarantino, president and CEO. 609-799-0071; fax, 609-936-1369.

In May Dataram earned position No. 64 in the Business Week list of

hot growth companies. Offering large-capacity memory products for

computer workstations, its earnings of $6.9 million are the highest

ever, according to spokesperson Kimberly Brahmann. Its stock ranged

from $5 to $24 over the past year and is trading at about $18 now.

Yardville National Bancorp (YANB), Box 8487, Trenton

08650-8487. Patrick M. Ryan, CEO. 609-585-5100; fax, 609-586-9582.

The $1.2 billion financial holding company for Yardville National

Bank completed two private placement transactions worth $6,850,000

on June 23.

Princeton Video Image Inc. (PVI) (PVII), 15 Princess

Road, Lawrenceville 08648. Dennis P. Wilkinson, president and CEO.

609-912-9400; fax, 609-912-0044. Home page:

Princeton Video Image, which has software for video processing in

television advertising production, has made an alliance with RealNetworks

and Engage.

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Walsh Automation, 103 Carnegie Center, Suite 305,

Princeton 08540. Peter Block, president. 609-951-9444; fax, 609-951-9666.

Walsh Automation moved from HQ in Forrestal Village to the Carnegie

Center. It does process, IT, and automation projects for the pharmaceutical

and oil and gas industries.

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The Hawver Group, 21 Park Place West, Cranbury

08512. Dennis A. Hawver, president. 609-860-9999; fax, 609-860-9996.

The Hawver Group moved from 2,000 square feet at 2 Research Way to

750 square feet in Cranbury, and several of its consultants now have

home offices. Its business psychologists do leadership competency

identification and enhancement, human resource systems, executive

coaching, and negotiation and partnering skills.

Minnesota Mutual Life Insurance Co., 641 Chambers

Street, Trenton 08611. 609-278-4980; 609-278-2981.

Jennifer Hunter moved this life insurance office from Lexington Square

Commons on Route 33 to a home office. The phone number has not changed.

Top Of Page
Crosstown Moves

Intercollegiate Tennis Association), 33 State Road,

Suite J, Princeton 08540. David A. Benjamin, executive director. 609-497-6920;

fax, 609-497-9766.

Due to the retirement of David Benjamin from Princeton University,

the tennis organization moved from the university’s’ Lentz Tennis

Center to 33 State Road and has a new phone and fax. The 2,200-member

association administers college tennis tournaments and ranking systems.

Princeton Adult School, Box 701, Princeton 08542-0701.

Anne Brener Kahn, administrative coordinator. 609-683-1101; fax, 609-688-1181.

Because the McCarthy Schatzman building at 228 Alexander Road has

been sold to Princeton University, the continuing education program

moved to Princeton Professional Park, 601 Ewing Street, Building C,

Suite 20.

Young Medical Communications Group Inc., 2245 Route

130, Dayton 08810. George R. Young, president. 732-355-1008.

This medical publisher moved from 7 Centre Drive in Jamesburg to Route

130. Among its journals are Nurse Practitioner World News and American

Journal for Nurse Practitioners.

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