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SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549
Form 10-K
FOR ANNUAL AND TRANSITION REPORTS
PURSUANT TO SECTIONS 13 OR 15(d) OF THE
SECURITIES EXCHANGE ACT OF 1934
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ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE
SECURITIES EXCHANGE ACT OF 1934 |
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For the fiscal year ended December 31, 2004 |
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TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE
SECURITIES EXCHANGE ACT OF 1934 |
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For the transition period
from to |
Commission File Number 0-25361
Onyx Software Corporation
(Exact Name of Registrant as Specified in its Charter)
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Washington |
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91-1629814 |
(State or Other Jurisdiction of
Incorporation or Organization) |
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(I.R.S. Employer
Identification No.) |
1100 112th Avenue N.E., Suite 100, Bellevue,
Washington 98004-4504
(Address of Principal Executive Offices)
(425) 451-8060
(Registrants Telephone Number, Including Area Code)
Securities Registered Pursuant to Section 12(b) of the
Act:
None.
Securities Registered Pursuant to Section 12(g) of the
Act:
Common Stock, $.01 Par Value Per Share
Preferred Stock Purchase Rights, $.01 Par Value Per
Share
Indicate by check mark whether the registrant: (1) has
filed all reports required to be filed by Section 13 or
15(d) of the Securities Exchange Act of 1934 during the
preceding 12 months (or for such shorter period that the
registrant was required to file such reports), and (2) has
been subject to such filing requirements for the past
90 days. Yes þ No o
Indicate by check mark if disclosure of delinquent filers
pursuant to Item 405 of Regulation S-K is not
contained herein, and will not be contained, to the best of the
registrants knowledge, in definitive proxy or information
statements incorporated by reference in Part III of this
Form 10-K or any amendment to this
Form 10-K þ
Indicate by check mark whether the registrant is an accelerated
filer (as defined in Exchange Act
Rule 12b-2). Yes þ No o
The aggregate market value of the voting and nonvoting stock
held by nonaffiliates of the registrant at June 30, 2004
was approximately $54,143,905 based upon the closing sale price
on the Nasdaq National Market reported for such date.
The number of shares of the registrants common stock
outstanding at February 28, 2005 was 14,618,638.
DOCUMENTS INCORPORATED BY REFERENCE
The information required by Part III of this report, to the
extent not set forth herein, is incorporated herein by reference
from the registrants definitive proxy statement relating
to the annual meeting of shareholders to be held in 2005, which
definitive proxy statement shall be filed with the Securities
and Exchange Commission within 120 days after the end of
the fiscal year to which this report relates.
ONYX SOFTWARE CORPORATION
FORM 10-K
For the Year Ended December 31, 2004
INDEX
PART I
Our disclosure and analysis in this report contain
forward-looking statements, which provide our current
expectations or forecasts of future events. Forward-looking
statements in this report include, without limitation:
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information concerning possible or assumed future operating
results, trends in financial results and business plans,
including those relating to earnings growth and revenue growth; |
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statements about the level of our costs and operating expenses
relative to our revenues, and about the expected composition of
our revenues; |
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statements about our future capital requirements and the
sufficiency of our cash, cash equivalents, investments and
available bank borrowings to meet these requirements; |
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information about the potential benefits of our products; |
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other statements about our plans, objectives, expectations and
intentions; and |
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other statements that are not historical facts. |
Words such as believes, anticipates and
intends may identify forward-looking statements, but
the absence of these words does not necessarily mean that a
statement is not forward-looking. Forward-looking statements are
subject to known and unknown risks and uncertainties and are
based on potentially inaccurate assumptions that could cause
actual results to differ materially from those expected or
implied by the forward-looking statements. Our actual results
could differ materially from those anticipated in the
forward-looking statements for many reasons, including the
factors described in the section entitled Important
Factors That May Affect Our Business, Our Results of Operations
and Our Stock Price in this report. Other factors besides
those described in this report could also affect actual results.
You should carefully consider the factors described in the
section entitled Important Factors That May Affect Our
Business, Our Results of Operations and Our Stock Price in
evaluating our forward-looking statements.
You should not unduly rely on these forward-looking statements,
which speak only as of the date of this report. We undertake no
obligation to publicly revise any forward-looking statement to
reflect circumstances or events after the date of this report,
or to reflect the occurrence of unanticipated events. You
should, however, review the factors and risks we describe in the
reports we file from time to time with the Securities and
Exchange Commission, or SEC.
Overview
Onyx Software Corporation, or Onyx, is a leading provider of
enterprise solutions that combine customer management, process
management and performance management technologies to help
organizations more effectively acquire, service, manage and
maintain customer and partner relationships. We focus on our
customers success as a prime criterion for how we judge
our own success. We market our solutions to enterprises that
want to integrate their business processes and functions with
the help of software in order to increase their market share,
enhance customer service and improve profitability. We consider
our solutions to be leading edge in terms of software design and
architecture. As a result, enterprises using our solutions can
take advantage of lower costs, a high degree of adaptability and
flexibility, and a faster deployment than what we believe is
available from other suppliers in the industry. Our solutions
use a single data model across all customer interactions,
allowing for a single repository for all marketing, sales,
service and customer information. Our solutions are fully
integrated across all customer-facing departments and
interaction media. Our solutions are designed to be easy to use,
widely accessible, rapidly deployable, scalable, flexible,
customizable and reliable, which can result in a comparatively
low total cost of ownership and rapid return on investment.
Our integrated product family allows enterprises to automate the
customer lifecycle, along with the associated business
processes, across the entire enterprise. We target organizations
in the services sector,
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including enterprises with revenue above $1 billion and
government organizations. We offer specialized solutions
directly to the market and with partners for industries such as
financial services, insurance and government. We market our
software and services through a direct sales force as well as
through value-added resellers, or VARs, systems integrators and
original equipment manufacturer, or OEM, partners. Some of these
partners integrate Onyx functionality into solutions designed
for specific vertical industries. Our Internet-based solutions
can be easily implemented and flexibly configured to address an
enterprises specific business needs and unique processes.
We believe our solutions provide broad functionality that
enables our customers to compete more effectively in
todays intensely competitive and dynamic business
environment.
Our principal executive offices are located at 1100-112th Avenue
N.E., Suite 100, Bellevue, Washington 98004-4504. We were
incorporated in Washington in 1994. We make available on our
website, free of charge, copies of our annual report on
Form 10-K, quarterly reports on Form 10-Q, current
reports on Form 8-K, and amendments to those reports filed
or furnished pursuant to Section 13(a) or 15(d) of the
Securities Exchange Act of 1934, as soon as reasonably
practicable after filing or furnishing the information to the
SEC. The Internet address for the information is
http://www.onyx.com/investors/sec.asp.
Industry Background
In recent years, an increasing number of enterprises have sought
to use technology to improve their interactions with their
customers as well as to ensure compliance with key business
processes including those related to externally
mandated regulations. Many of these enterprises have implemented
traditional customer relationship management, or CRM, systems to
automate their customer-facing departments. The market for these
systems, however, has changed substantially in the last several
years. Many early software vendors addressed the need for
customer management software by delivering systems designed
specifically for individual departments. For example, some
vendors delivered systems for customer service or support, some
for help desk, some for sales-force automation, and some for
marketing intelligence. These systems effectively automated the
single department at which they were targeted, but the companies
that used them were often left with the difficult task of
integrating customer processes and accessing disparate
information spread across these separate systems to get a
complete view of their relationship with each customer.
When we delivered our first products in 1994, we were one of the
few vendors to offer a single system for all customer-facing
departments. Since 1995, there has been significant
consolidation within the market, with many of the
single-department vendors being acquired or acquiring
complementary vendors so that, in combination, they could offer
a more complete customer interaction set of products. These
solutions, however, remain limited in their ability to
distribute and share information. Moreover, the significant
customization that some of these solutions require results in
high cost of ownership and limits the ability of the enterprise
that is using these solutions to quickly modify them as their
operations evolve. As a result, there are different types of
solution buyers in the market, ranging from those who want a
point solution that merely addresses one element of
their operations to customers who seek to address a broader
enterprise commitment to its customers. Onyx addresses the
latter segment.
More recently, mandates regarding regulatory compliance have
required businesses to document in greater detail and more
closely monitor the processes related to interactions with
customers, partners, distributors and suppliers. In addition,
businesses are evaluating options to gain additional market
share through both organic growth as well as mergers or
acquisitions. Compliance with regulatory requirements and
achievement of growth objectives can both create stress on a
companys processes and internal controls, as typically a
companys business processes are complex, dynamic and
intertwined throughout the company and its affiliated entities.
The creation and maintenance of these processes typically
requires highly skilled technical personnel who manipulate a
myriad of often proprietary toolsets to build workflows and
business rules, integrate multiple data sources, and create user
interface screens. Onyx focuses on developing solutions that
streamline the design, implementation and change of business
processes. This, in turn, can simplify and automate the way a
business interacts with its customers, as well as the related
processes within the organization.
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As a result of this general business focus on growth, combined
with the increasing emphasis on business processes, we believe
there is a strong opportunity for an enterpriseclass
solution that automates and integrates interactions, data
retention and follow-on processes across customer-facing
departments. We believe Onyx provides businesses with the
solutions and tools they need to measure performance and to
respond to changing business conditions more rapidly.
Our solutions are designed for organizations that have unique or
a complex set of business processes. These organizations tend to
offer multiple products or services that may be sold through
multiple channels, and include an ongoing relationship with
their consumers where this relationship can occur in person,
over the phone, via e-mail or via the Internet. We believe that
our ability to support and enable these business strategies with
Onyxs customer management, process management and
performance management technologies will provide an enhanced
solution for clients looking to acquire a competitive advantage
in their marketplace.
Advantages of the Onyx Solution
We believe that organizations will achieve competitive advantage
by aligning their brand, strategy, processes and technology to
deliver extraordinary customer experiences. Onyx solutions are
designed to promote strategic business improvement and revenue
growth for our customers by enhancing the way they market, sell
and service their products, both directly and through partners.
Onyx solutions combine marketing, sales and services strategies
with strong business processes and leading-edge technology to
deliver a comprehensive customer-centric operating environment
tailored to the specific business needs of each of our customers.
We believe our solutions enable our customers to achieve their
objectives more effectively in todays intensely
competitive and dynamic business environment. This can result in
increased revenue, greater efficiencies, higher customer
loyalty, stronger partnerships and superior financial
performance for our customers.
Our solutions provide the following key advantages:
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Strategic Business Improvement |
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Our solutions are designed to increase both the effectiveness
and the efficiency of how our customers market, sell and support
their products or services. Each of our customers has specific
business objectives for its operating environment, such as
increased revenues, increased customer satisfaction and loyalty
or improved margins. Our solutions are adaptable to our
customers processes and assist our customers in creating
operating metrics to achieve their goals and deliver
extraordinary customer experiences. |
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Business Alignment |
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Our solutions align all customer-facing departments around a
common sales and marketing strategy and around holistic customer
management processes. Onyxs integrated solutions give
organizations the ability to manage the entire customer
lifecycle from end to end, rather than simply automating
departmental functions. We use a flexible, integrated workflow
and an integrated data model that, unlike traditional customer
interaction software, such as sales-force automation software or
other point solutions, provide a single repository
of marketing, service and sales information throughout the
organization. Our technology also provides for linkages and
workflow of business processes to extend across the
customer-facing departments into the back office functions of an
organization, which can reduce cost of integration and increase
efficiency. |
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Rapid Deployment |
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From strategy development to technology implementation, our
solutions are designed to be rapidly deployable throughout the
enterprise so companies can quickly adapt to rapid changes in
the business environment. |
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Ease of Use |
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Our solutions facilitate consistent communication and
collaboration across the organization through clearly defined
and customized operating procedures and a suite of easy-to-use
interfaces. Interfaces and processes can be tailored by
audience, device and skill level. We have been recognized by the
industry for this advantage by receiving users choice
awards for leading ease of use. |
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Return on Investment |
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The total cost of deploying customer management solutions
includes more than the cost of the software. Our solutions are
designed to provide rapid and significant results at a
reasonable total expense, which includes user training, broad
deployment, design and on-going flexibility to match the
organizations needs. We believe our solutions offer a
higher overall return on investment and faster payback than
competing customer management solutions. Our design philosophy
takes the entire cost of ownership into account, including
training, integration with other systems, upgrades and
maintenance, hardware and other necessary support. |
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Scalability and Flexibility |
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We designed our software so that it can scale up and down to
serve the needs of large enterprises, governments and
mediumsized businesses. Studies sponsored by us and run in
scalability labs showed our solutions ability to scale to
57,000 simultaneous users in a real-world testing environment.
We believe that a customer management solution needs to be able
to scale down as well so that it can handle the needs of smaller
divisions or other smaller groups within a large enterprise. Our
software is flexible, scalable and widely deployable across a
wide spectrum of business sizes. We currently have solutions
deployed that range from 25 seats to 5,000 seats. |
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Service Oriented Architecture |
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Our software is built on a highly flexible, service oriented
architecture that provides users with a comprehensive Internet
interface for managing customer and partner relationships. We
designed our technology to provide our customers and partners
more flexibility for integrating additional applications and
workflows and for deploying the system across a larger and more
distributed workforce than we believe would be possible with
competing architectures. |
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Web Services Components |
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We have taken advantage of our Internet architecture and its Web
services components to fully expose data and processes from
within our application via Web services to make it easier for
other software applications to access them, even if they are
written in a different programming language. We believe this
open and flexible technology approach allows us to address a
broader array of industry-specific and user-specific needs by
diversifying the form our software can take. Our software
utilizes extensible markup language, or XML, making it
comparatively easy to integrate with other systems. |
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Strategy
Our objective is to be the leading provider of enterprise
solutions that help businesses and governments transform their
operations to become truly customer-centric and reach higher
levels of performance. We provide products and services that
help organizations design, implement, and maintain a
customer-centric architecture for all customer interactions and
the business processes associated with those interactions. Our
strategy to achieve this objective includes the following key
elements:
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Exploit Demand for Integrated Customer Applications |
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We offer companies a single platform for automating interactions
across the enterprise (for example, divisions of large
multinational corporations) and across a companys network
of partners and affiliates. A single platform becomes more
important as businesses are increasingly seeking to consolidate
legacy databases and systems for greater operating efficiency
and to gain market share. |
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Provide Rapidly Deployable and Adaptable Solutions |
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We designed our solutions to be quickly and efficiently deployed
in large enterprises. We believe the length of time it takes to
deploy traditional CRM solutions, as well as the high costs of
deployment, are unacceptable to growing numbers of
organizations. Competitive pressures encourage organizations of
all sizes to adopt information technology solutions that are
quickly deployed, meet business-critical needs and provide
interfaces that minimize user training and facilitate
incremental upgrades, extensions and scalability. We plan to
continue to design our products to maintain low total cost of
ownership yet at the same time, automate unique, complex and
changing business processes within organizations. |
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Leverage our Flexible Architecture and Create Robust
Solutions |
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Our open and flexible architecture allows us to offer subsets of
our solutions both through our direct sales force and in
cooperation with partners to the marketplace. Our partners also
sometimes offer supersets of our solutions, building upon our
core application. Highly functional, yet cost-effective,
industryspecific solutions based on our technology are
marketed by us and our partners. A prime example of such a
solution is Onyx OneServe, which is targeted at the government
market. Onyxs technology is attractive to partners who
wish to incorporate customer management functionality into their
offerings and to companies who wish to leverage this model to
publish specific functionality to certain divisions or
affiliated businesses organizations, such as thirdparty
distributors or brokers for that companys products. |
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Maintain Industry-Leading Customer Satisfaction |
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We plan to maintain our industry-leading customer satisfaction
through high-quality products and partners, superior
implementation and responsive customer service and support. |
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Expand Strategic Partnerships |
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We are actively adding key distribution, integration and
technology partners with proven expertise and existing customers
in their respective markets. We believe that expanding the
breadth of our partnerships will provide us with increased
access to prospective customers in various geographic and
vertical markets. In addition to traditional VARs, which might
tailor a standard version of an Onyx solution for a specific
market, we also team with software providers and other partners
who may integrate specific functional components of our
solutions and embed them into the workflow of their own
applications. We are also increasing our focus on integrators
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offering tailored to meet an organizations specific
requirements, often as part of a multi-year managed services
program. |
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Expand Internationally |
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Our products have been localized in 11 languages and we are
compliant with Unicode, an industry-wide standard that enables
companies to use multilingual text in a single database, at all
three levels of our architecture. We plan to expand our global
operations by investing in our sales channels in major
international markets. |
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Increase Vertical Market Penetration |
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We plan to design and deliver additional industry-specific
functionality as part of our product portfolio to better meet
the requirements of specific vertical markets. We are focusing
on large segments within the services sector such as financial
services, insurance and government. We also plan to partner with
VARs, system integrators and OEMs to provide tailored,
industry-specific solutions to the marketplace. |
Products and Services
Our solutions enable companies to manage their customer
relationships through one integrated, enterprise-wide technology
platform. Users of our solutions, including employees in sales,
marketing, service and support, as well as customers and
partners, can access the system through a variety of software
interfaces and hardware devices.
We offer three primary product portfolios: one for managing
customer interactions, one for managing the business processes
associated with those interactions and one for measuring
business performance related to customer-facing activities.
Our solution for managing customer interactions, called Onyx
Enterprise CRM, consists of a core e-Business Engine and three
audience-specific portals: the Onyx Employee Portal, the Onyx
Partner Portal and the Onyx Customer Portal. We also offer a
number of complementary products that work in combination with
the portals. This Internet technology platform enables our
customers to combine customer management functionality, content
from other enterprise systems and the Internet to manage all
aspects of their customer relationships through Onyx products,
as well as through links to other enterprise-based and
Internet-based applications. The platform also enables a high
degree of flexibility in adapting our products to meet an
individual customers specific business needs as they
change.
The Onyx e-Business Engine is the backbone of Onyx
Enterprise CRM, and enables companies to manage customer
relationships across departments. Our e-Business Engine can be
divided into four key elements: the Universal Interface
Framework, the e-Business Process Technology, the e-Business
Data Center and the e-Business Integration Framework. These four
elements in combination enable customers to deploy
enterprise-class CRM systems in a scalable and extensible
fashion:
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The Universal Interface Framework enables enterprises to
deliver customer data to multipleuser communities through
a variety of offline and online interfaces, including
Windows-based clients, Internet-based clients, Outlook-based
clients and handheld devices. |
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The e-Business Process Technology manages the flow of
information and process through all customer-facing departments,
including marketing, sales and service organizations. The
e-Business Process Technology is responsible for customer
management activity, including list management, marketing
campaign execution, e-mail marketing, marketing collateral
distribution, lead management, sales process management,
forecasting, quote generation, reporting, service automation,
knowledge management, incident escalation and routing, workflow
management, Internet-based qualification, e-mail support,
Internet-based lead capture, Internet-based support, partner
management and other Internet-based and non-Internet-based
customer management processes. |
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The e-Business Data Center is an enterprise-wide,
customer-centric solution for managing all customer-related
information. The e-Business Data Center consists of multiple
data storage structures. |
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The e-Business Integration Framework consists of multiple
integration technologies that are designed to enable customers
to link our e-Business Engine with other systems, including
Internet-based content, Internet-based applications, legacy
enterprise resource planning and accounting applications,
computer telephony solutions, reporting applications, commerce
solutions and desktop productivity applications. |
Onyx Employee Portal is a personalizable Internet-based
interface designed for use by our customers employees. The
Onyx Employee Portal can be configured for multiple internal
teams, such as marketing, sales, service and management, and is
designed to provide the applications and content they require.
In addition to providing access to the Onyx solution, end users
can access third-party content and applications from within the
Onyx Employee Portal.
Onyx Partner Portal is a personalizable Internet-based
interface designed for use by partners of our customers. The
Onyx Partner Portal includes a broad set of capabilities that
are designed to enable companies and their partners to share
information regarding prospects, customers, marketing, sales and
service to better serve customers. This product also provides a
strong security model for controlling partner access to customer
information.
Onyx Customer Portal is a personalizable Internet-based
interface designed for use by customers of our customers. The
Onyx Customer Portal includes a broad set of capabilities that
are designed to enable companies to interact with their
customers online, including areas such as literature
fulfillment, on-line profiling, lead capture, customer
selfhelp, incident management and profile management. The
Onyx Customer Portal can be integrated with commerce platforms,
such as IBM Websphere and Microsoft Commerce Server.
Onyx Process Management, our solution suite for managing
customerrelated business processes, consists of a core
process engine and three related products that allow users to
more quickly build and modify the business rules and workflows
that are required to execute most business processes. The Onyx
Process Engine is the core foundation of the Onyx Process
Management portfolio and powers the Onyx Rules Builder, the
Onyx Process Designer and the Onyx Integration Engine.
The Onyx Rules Builder enables non-programmers to
build and modify business rules that govern key functions of
other Onyx solutions.
The Onyx Process Designer enables users to graphically
model and implement business processes that can span multiple
users, systems and applications. These processes can be user
driven (for example, escalating a sales lead from a
highprofile prospect entered by a contact center agent),
event driven (for example, the total assets under management of
an existing client surpasses a specified threshold) or time
driven (for example, completion of a required task in another
enterprise application that is not completed by a specified
time).
The Onyx Integration Engine is used in conjunction with
the Onyx Process Designer to facilitate the integration of
third-party application data required for the execution of
business processes.
Onyx Performance Management, our solution for managing
business performance related to customer activities, gives
organizations the ability to analyze customer information and
evaluate the effectiveness of various business processes. Onyx
Performance Management enables companies to make faster, more
informed, decisions, while gaining critical insight into the key
performance indicators that drive their organization.
Onyx Performance Management provides a variety of customer
management operational reports that provide immediate feedback
on key sales, marketing and service metrics. These reports help
employees throughout the organization obtain consistent, usable
insight on customer information. Front-office employees,
management and executives can utilize up-to-the-minute reports
through on-demand and scheduled Web reporting.
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Onyx Performance Management also gives organizations the ability
to produce their own custom reports or specific queries against
Onyx data, including multi-dimensional analysis and time-based
trend reports. Analysts and decision-makers can easily review
customer data to reveal key business information that can
improve customer loyalty and accelerate revenue.
We typically price our applications on a per-user basis with
varying price points depending on the amount of functionality
being purchased. There is also a platform fee that varies
depending on the number of users licensed to use the platform
database server. In addition, we offer several products that
complement our core offerings. The pricing structures for these
complementary products typically include either a per-user fee
or a server-based fee, or a combination of both.
In addition to the products described above, we and our partners
also provide consulting, customer support and training services
as follows:
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Consulting |
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We offer our customers high-quality consulting services,
including business process reengineering, change management,
product installation and configuration, product migration,
systems integration, data conversion, custom development, and
project management. Independently, or in conjunction with
certified partners, we work closely with our customers to
identify their business needs and configure the solution to
these needs in an efficient, cost-effective manner. |
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Customer Support |
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We have implemented a comprehensive customer support program to
assist customers who use, configure and build upon our products.
The support program includes e-mail support, on-line support via
the Internet and telephone support from our worldwide support
centers. In addition, we offer a premium support program that
allows our customers to contact our support centers around the
world seven days a week, 24 hours a day. |
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Training |
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We offer a broad range of classroom and on-premise educational
courses. Classroom-based educational courses cover the
implementation and administration of our products. On-premise
education includes client-specific end-user training and
technical training. |
We typically price our consulting services based on the time
spent and resources used. We occasionally provide such services
on a fixed-fee basis for a discrete portion of an engagement. We
price our support programs as a percentage of the software
license fee plus additional amounts for premium support
services. We price training services on a per-class or
fixed-project basis.
We have established a number of relationships with systems
integrators for implementing our solutions. We have conducted
implementation projects with Abeam Consulting, Altos Origin,
Crowe-Chizek, Deloitte, Fujitsu, Green Beacon, IBM Global
Services, IT Navigator, Metavante, Methodus, Rhumbline,
TietoEnator and Unisys. We frequently participate in joint sales
and marketing efforts with our systems integrators.
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Internet-Based Architecture |
The Onyx Internet Architecture is built with Internet
technologies designed to deliver the superior accessibility and
manageability required for large-scale system deployments. This
multi-tier architectural approach has enabled us to deliver
thin-client, portal-based offerings that target internal
front-office employees (Onyx Employee Portal), as well as
external customers and partners (Onyx Customer Portal and Onyx
Partner Portal). With the Onyx Employee Portal, front-office
employees can access customer information
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anytime and anywhere they have a secure Internet connection via
their Web browser. Relevant functionality and information is
consolidated in a single interface for sales, marketing, service
and support users.
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XML Integration Framework |
The Onyx e-Business Engine delivers enterprise-class integration
through a data-driven, component-based architecture that manages
data natively as XML, and leverages XML for customization and
integration. This XML integration approach allows our software
to integrate directly with other enterprise-class systems and
leading middleware products through such technologies as COM,
SOAP-based Web services and proprietary interfaces. Such
flexibility enables the Onyx portal suite to act as the
foundation and single interface for managing mission-critical
customer and partner relationships. Simultaneously, this
approach reduces the complexity and cost of integration
processes associated with non-XML-based, proprietary
architectures.
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Enterprise Class Platform |
We believe that our software platform provides the
extensibility, scalability and flexibility required by large
enterprise-class organizations, as well as by high-end systems
integrators seeking to create value-added solutions for their
customers. The Onyx platform is an interface-independent
platform that provides enterprise-wide front-office capabilities
to the Onyx portal suite and to audience-specific and
industry-specific interfaces. Through highly extensible
data-driven business services, the Onyx platform helps customers
and partners align and adapt their customer management system to
meet their unique business objectives and specific processes.
Partners and customers can adapt existing functionality and
create new functionality by leveraging the object-level
infrastructure delivered within the platform. Through platform
optimization, stateless operation, and caching services, the
Onyx e-Business Engine is also designed to scale up to meet the
needs of even the largest and most demanding organizations. Onyx
has benchmarked its application suite at up to 57,000
simultaneous users in a real-world testing environment. Finally,
the customization and integration framework in the Onyx
e-Business Engine provides flexibility for building business
rules, workflow and integration components, which gives
organizations the ability to customize our products to meet
complex business requirements.
Our products are based on standard Internet technologies and
..NET architectures and implemented using modular design
patterns. We believe this combination of technology and flexible
design enables us to offer an attractive combination of
reliability, high performance, flexibility, scalability, easy
integration and low total cost of ownership. Key aspects of our
technology that enable us to provide robust solutions are as
follows:
Support for Multiple Platforms. The Onyx portal
applications and application server are currently optimized for
the Microsoft Windows Server platform. The Onyx Enterprise
Database can be deployed on the SQL Server or Oracle database
running on Sun Solaris or IBM AIX. Onyx introduced support for
the Oracle database in June 2002 and offers continued support
for both the SQL server and the Oracle database. With regard to
multi-platform development, we do not code to the lowest common
denominator in support of multiple platforms; rather, we
maximize code reuse while leveraging vendor-specific language
extensions to optimize for operating systems and relational
database engines.
n-tiered Architecture. Our software consists of a
relationship-centric, integrated data model surrounded by a set
of configurable business logic and presentation objects. This
architecture uses multiple tiers to deliver a balance between
configurability, performance and administration. The logical
tiers are presentation services, or user interfaces, business
logic services, or business rules, and data services, or data
storage and retrieval. All application tiers can be deployed on
a single server or separated among different machines, which
allows customers to deploy a physical server topology that
aligns with their needs. All tiers can be customized, and
customizations other than changes to the out-of-the-box open
source user interface components can be preserved during system
upgrades.
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Configuration. To adapt to rapidly changing business
needs, our software solution architecture offers broad
customization at all tiers:
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Presentation Services Tier. Our Internet-based portal
interface can be customized by leveraging our graphical
administration tools and the inherent openness, extensibility
and customizability of Internet forms architecture. |
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Business Logic Services Tier. Our applications
business logic can be customized via a suite of graphical
administration tools coupled with an open programmatic
customization framework. The graphical administration tools
allow customers to easily model business terminology, processes,
workflow and security. For more complex customizations,
customers are not limited to graphical user interface
administration tools; they can also use market-available
development tools to extend the application. Our customization
framework provides an industry-standard development environment
in which complex processes and rules can be modeled. Business
terminology, rules, workflows and security models are inherited
by alternative client interfaces. |
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Data Services Tier. Our software application includes a
generic data access integration framework that can be used to
manage data residing inside or outside the standard Onyx
e-Business Data Center. By using this service and the forms
customization framework, the Onyx e-Business Engine can manage
information that extends beyond merely traditional CRM. |
Integration With Other Enterprise Applications. Through
our e-Business Integration Framework and Onyx Process Management
portfolio of products, Onyx supports integration at all tiers of
the n-tier architecture: presentation services, business logic
services and data services. This enables our software and other
third-party applications to integrate at the optimal interface
point, which provides a high degree of flexibility. The Onyx
e-Business Integration Framework and Onyx Process Management
products enable integration with third-party or legacy systems
via batch, real-time, peer-to-peer or enterprise application
integration and/or Web services. Data from third-party or legacy
systems can be managed through the Onyx e-Business Engine, which
offers employees a real-time view of enterprise information
without requiring redundant storage of information in multiple
databases. These interfaces are object-based and allow
bi-directional integration between our products and other
business applications.
Store and Forward Synchronization Architecture. Open
store and forward synchronization architecture creates a mobile
users data snapshot as a replica of the enterprise
database upon completion of synchronization between the mobile
client and the enterprise database, including the bi-directional
synchronization of custom data. In addition, our architecture
provides error detection and recovery by automatically
restarting the data synchronization process at the point of
failure should a connectivity link fail. Our synchronization
system also provides configurable data conflict resolution
algorithms and enables synchronization to be performed without
user intervention or attention.
Integrated Data Model. Our solutions include a
customer-centric, integrated data model. Our customer-centric
design coordinates all data, processes and interactions around
the people and company records that form its center. All
transactions, sales opportunities, service and support incidents
are attributes of the customer. This fundamental part of the
architecture allows any relationship information to be shared
with any other part of the organization and ensures that every
user within an organization can have access to the same data.
This data model also provides flexibility to add to or modify
the application as the needs of the enterprise change over time.
Multiple Interface Support. The Onyx Universal Interface
Framework exposes the full breadth of business objects via
either a COM+ or SOAP interface, thus enabling multiple
interfaces, including Windows desktop applications, Web
applications and personal digital assistants, to access the Onyx
e-Business Engine.
Standards-Based Tools and Components. Our
applications integration interfaces and administration
tools are built on open, published, industry-standard tools and
technologies.
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Cross-Platform Interoperability. Although the Onyx
e-Business Engine is built on Microsoft standard technologies,
it can integrate with applications running on disparate
platforms, such as a J2EE-based application server.
Customers and Markets
We target large enterprises, governments and medium sized
businesses in a wide variety of geographies and sectors. We
believe that these enterprises have a strong need to move
quickly and deliver increasing levels of customer service, and
that they are deploying new technologies as a competitive
advantage to grow their market share and revenue. We have
licensed our products to 1,038 customers through
December 31, 2004. The following is a representative list
of our current customers who purchased more than $150,000 in
software licenses from January 1, 2003 to December 31,
2004.
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Financial Services
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Government |
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Health Care |
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AIG Alico Japan
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Cambridgeshire County Council |
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Gentiva Health Services |
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AIU Insurance Company
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Highland Council |
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HealthNow, NY |
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American Express Third Party Distribution
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Lancashire County Council |
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Nihon Iyakuhin Kougyou KK |
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Australian Central Credit Union Ltd
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London Borough of Hillingdon |
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Regence Group |
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Boston Private Bank & Trust Company
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London Borough of Lambeth |
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UnumProvident |
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Glenmede Trust
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Medway Council |
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J.F. Shea
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Redcar & Cleveland Council |
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Other |
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Metavante Corporation
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Tourism Tasmania |
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AgVantis |
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Nuveen Investments
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Worcestershire County Council |
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AmeriCold Logistics |
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Pacific Investment Management Company
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Amway Japan Limited |
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Palmer & Cay
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Telecommunications & Media |
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Calor Gas |
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Saxon Mortgage
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CCH Australia Limited |
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Costa Crociere SpA |
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Stewart Information Services
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NTT Communications Corporation |
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Europ Assistance |
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SunAmerica, Inc.
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Reed Business Information |
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Greene King BBW PLC |
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SpectraSite |
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Hewitt Associates LLC |
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Technology
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Starhub Cable Vision Ltd |
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Metron North America |
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Daiwabo Information Systems
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Telekom Malaysia Bhd |
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Starbucks Coffee Company |
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Fundtech Corporation
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Konica Minolta Business Technologies
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Suricata, S.A.
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Sales and Marketing
We market and sell our software and services through a direct
sales force, as well as through our VARs and other partners. We
have offices in the United States, Australia, Japan, Malaysia,
Singapore, Germany, Spain and the United Kingdom, and partners
in North America, Asia, Australia, Europe and Latin America. As
of December 31, 2004, we employed 71 people in sales and
marketing. We support our field sales force with market
development representatives and systems engineers.
VARs complement our direct sales effort in many of our markets.
Our VARs typically sell our software in conjunction with their
implementation services. Some also provide the first line of
technical support for the customer. Some of our VARs distribute
our products through a hosted model to customers over the
Internet on a subscription basis. These solutions often target a
specific vertical industry. This model is well suited for
companies with limited information technology resources, capital
resources or the time necessary for implementing our system
internally.
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Our marketing programs are focused on lead generation and brand
awareness. Direct marketing programs are targeted at key
executives such as chief executive officers and chief
information officers, as well as vice presidents of sales,
service and marketing.
To support our direct and indirect sales channels, we have
sponsored a series of joint seminars, including Internet-based
seminars, with key customers and partners, such as Microsoft,
and premier systems integration partners. Our marketing
personnel engage in a variety of marketing activities, including
managing and maintaining the Onyx Web site, conducting targeted
direct-mail campaigns, placing advertisements, presenting at
industry conferences and trade shows, conducting public
relations programs and establishing and maintaining
relationships with recognized industry analysts.
Our sales process consists of several phases: lead generation,
initial contact, lead qualification, needs assessment,
enterprise overview, product demonstration, proposal generation
and contract negotiation. Our sales cycle is lengthy and
variable, typically ranging between six and twelve months,
although it varies substantially from customer to customer, and
occasionally sales require substantially more time.
We have a network of partners which market, sell and install our
systems in their respective markets. We collaborate with our
partners in a variety of areas, including seminars, trade shows
and conferences. In some markets, our partners also create
market-specific collateral and product demonstrations and assist
in localizing our products and related documentation.
We typically enter into buy-sell contracts with VARs pursuant to
which they purchase our products with a right to resell the
products to end users, subject to Onyxs standard licensing
terms. We also enter into contracts with VARs that permit them
to include our products as part of their subscription-based
hosted service offered over the Internet. The VARs do not have a
right to return the product, regardless of their ability to
resell the product or hosted service to an end user. Our
revenues from the sale of our products to VARs are independent
of the VARs ability to collect payment from an end user.
We typically do not grant exclusive sales territories to our
VARs, but may do so if a proposed distribution transaction
merits such an arrangement.
Research and Development
As of December 31, 2004, we employed 69 people in research
and development. We also use third-party development firms to
expand the capacity and technical expertise of our internal
research and development team. We believe this approach
significantly shortens our time to market without compromising
our competitive position or product quality. Therefore, we
expect to continue to draw on third-party resources in the
foreseeable future. Our research and development expenses for
2004 were $10.6 million, as compared to $11.8 million
in 2003 and $14.7 million in 2002. Our research and
development team is responsible for designing, developing and
releasing our products. The group is organized into four
disciplines: development, quality assurance, documentation and
program management. Members from each of these disciplines,
along with a product manager from our marketing department, form
separate product teams that work closely with sales, marketing
and professional services members, and with customers and
prospective customers to better understand market needs and
requirements. Additionally, we sometimes license third-party
technology that is incorporated into our products.
We have a well-defined software development methodology that we
believe allows us to deliver products that satisfy real business
needs and meet commercial quality expectations. This methodology
is based on the following key components:
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specification and review of business requirements, functional
requirements, prototypes, technical designs, test plans and
documentation plans; |
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iterative, scheduled quality assurance of code and documentation; |
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frequent stabilization of product; |
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test automation definition, instrumentation and execution; |
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test of functions, components, systems, integration,
performance, stress and internationalization; |
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full product regression testing before beta or general
availability releases; |
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trial deployments in an internal production environment prior to
release; |
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beta releases; and |
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general availability release of English and localized products. |
We emphasize quality assurance throughout the software
development life cycle. We believe that strong emphasis placed
on analysis and design early in the project life cycle reduces
the number and costs of defects that may be found in later
stages. Our development methodology focuses on delivery of
product to a global market, which enables localization into
multiple languages from a single code base.
Intellectual Property and Other Proprietary Rights
To protect our proprietary rights, we rely primarily on a
combination of copyright, trade secret and trademark laws,
confidentiality agreements with employees and third parties, and
protective contractual provisions such as those contained in
license agreements with consultants, vendors and customers,
although we have not signed these agreements in every case.
Despite our efforts to protect our proprietary rights,
unauthorized parties may copy aspects of our products and obtain
and use information that we regard as proprietary. Other parties
may breach confidentiality agreements and other protective
contracts we have entered into, and we may not become aware of,
or have adequate remedies in the event of, any breach.
Onyx is a registered trademark in the United States
and in a number of international jurisdictions. All other
trademarks or service marks appearing in this report are
trademarks or service marks of the respective companies that use
them. We have registered copyrights in the United States for
Onyx Enterprise Portal and Onyx Customer
Center.
We pursue the registration of some trademarks and service marks
in the United States and in other countries, but we have not
secured registration of all our marks. In addition, the laws of
some foreign countries do not protect our proprietary rights to
the same extent as do the laws of the United States, and
effective copyright, trademark and trade secret protection may
not be available in other jurisdictions. A significant portion
of our marks include the word Onyx. Other companies
use Onyx in their marks alone or in combination with
other words, and we cannot prevent all third-party uses of the
word Onyx. We license trademark rights to third
parties. The licensees may not abide by compliance and quality
control guidelines with respect to the licensed trademark rights
and may take actions that fail to adequately protect these
marks, which would have a negative effect on the value of these
rights and our use of them in our business.
Competition
Our solutions target what is typically referred to as the
customer management systems market. This market is intensely
competitive, fragmented, rapidly changing and significantly
affected by new product introductions. We believe that we
compete effectively as a result of our integrated,
relationship-centric, rapidly deployable, Internet-enabled
systems and our commitment to providing high-quality solutions
that yield a rapid return on investment and a low total cost of
ownership.
The dominant competitor in our industry is Siebel Systems, Inc.,
which holds a significantly greater percentage of the market
than we do. We face competition from:
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our potential customers internal information technology
departments, which may seek to develop proprietary systems
in-house; |
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front-office software application vendors, such as Pivotal
Corporation (a wholly owned subsidiary of CDC Software) and
Siebel Systems, Inc.; |
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large enterprise software vendors, such as Amdocs Limited,
Oracle Corporation, PeopleSoft, Inc. (recently acquired by
Oracle Corporation) and SAP AG; and |
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providers of hosted CRM solutions, such as RightNow Technologies
and Salesforce.com. |
In addition, because we offer extensive e-business capabilities,
we also occasionally face competition from other software
application vendors such as E.piphany, Inc. and SalesLogix (part
of Sage, Inc.). As we develop new products, including new
product versions, we may begin competing with companies with
whom we have not previously competed.
Employees
As of December 31, 2004, we had 283 employees, including 69
people in research and development, 71 people in sales and
marketing, 104 people in consulting, customer support and
training and 39 people in general and administrative services.
These numbers exclude independent contractors, outsourced
partners and other temporary employees.
Important Factors That May Affect Our Business, Our Results
of Operations and Our Stock Price
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Our operating results fluctuate and could fall below
expectations of investors, resulting in a decrease in our stock
price. |
Our operating results have varied widely in the past, and we
expect that they will continue to fluctuate in the future. We
anticipate this may be particularly evident in 2005 as we focus
our efforts on the sale of our products and services to a
greater number of larger enterprises and governmental entities.
We believe that selling to these target markets typically
results in a higher degree of unpredictability in the sales
cycle. If our operating results fall below the expectations of
investors, it could result in a decrease in our stock price.
Some of the factors that could affect the amount and timing of
our revenue and related expenses and cause our operating results
to fluctuate include:
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general economic conditions, which may affect our
customers capital investment levels in management
information systems and the timing of their purchases; |
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the loss of any key technical, sales, customer support or
management personnel and the timing of any new hires; |
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budget and spending decisions by our prospective and existing
customers; |
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customers and prospects decisions to defer orders or
implementations, particularly large orders or implementations,
from one quarter to the next, or to proceed with
smaller-than-forecasted orders or implementations; |
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level of purchases by our existing customers, including
additional license and maintenance revenues; |
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our ability to compete in the highly competitive customer
management systems market; |
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our ability to develop, introduce and market new products and
product versions on a timely basis; |
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rate of market acceptance of our software solutions; |
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variability in the mix of our license versus service revenue,
the mix of our direct versus indirect license revenue and the
mix of services that we perform versus those performed by
third-party service providers; |
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our ability to successfully expand our operations, and the
amount and timing of expenditures related to this expansion; |
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the costs we incur as a result of our ongoing efforts to comply
with the regulations promulgated under the Sarbanes-Oxley Act of
2002; |
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the cost and financial accounting effects of any acquisitions of
companies or complementary technologies that we may
complete; and |
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the expense we incur as a result of an impairment in our
goodwill. |
As a result of all of these factors, we cannot predict our
revenue or expenses with any significant degree of certainty,
and future revenue may differ from historical patterns. It is
particularly difficult to predict the timing or amount of our
license revenue because:
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our sales cycles are lengthy and variable, typically ranging
between six and twelve months from our initial contact with a
potential new customer to the signing of a license agreement,
although the sales cycle varies substantially from customer to
customer, and occasionally requires substantially more time; |
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a substantial portion of our sales are completed at the end of
the quarter and, as a result, a substantial portion of our
license revenue is recognized in the last month of a quarter,
and often in the last weeks or days of a quarter; |
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the contracting process of our sales cycle may take more time
than we have historically experienced; |
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the amount of unfulfilled orders for our products at the
beginning of a quarter is small because our products are
typically shipped shortly after orders are received; and |
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delay of new product releases can result in a customers
decision to delay execution of a contract or, for contracts that
include the new release as an element of the contract, will
result in deferral of revenue recognition until such release. |
Even though our revenue is difficult to predict, we base our
decisions regarding our operating expenses on anticipated
revenue trends. Many of our expenses are relatively fixed, and
we cannot quickly reduce spending if our revenue is lower than
expected. As a result, revenue shortfalls could result in
significantly lower income or greater loss than anticipated for
any given period, which could result in a decrease in our stock
price.
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We have incurred losses in prior periods, and may not be
able to return to profitability, which could cause a decrease in
our stock price. |
We incurred net losses in each quarter from Onyxs
inception through the third quarter of 1994, from the first
quarter of 1997 through the second quarter of 1999, from the
first quarter of 2000 through the first quarter of 2004 and from
the third quarter of 2004 through the fourth quarter of 2004. We
may not be able to achieve profitability in future quarters. As
of December 31, 2004, we had an accumulated deficit of
$131.0 million. Our accumulated deficit and financial
condition have caused some of our potential customers to
question our viability, which we believe has in turn hampered
our ability to sell some of our products.
In the near-term, we believe our costs and operating expenses
may increase in certain areas as we fund new initiatives and
continue to pay for costs related to compliance with the
Sarbanes-Oxley Act of 2002. While we will strive to keep our
costs and operating expenses in the near-term to be at a level
that is in line with our expected revenue, we may not be able to
increase our revenue sufficiently to keep pace with any growth
in expenditures. As a result, we may be unable to return to
profitability in future periods.
Although profitable in the third and fourth quarters of 2003 and
in the first and fourth quarters of 2004, Onyx Japan Software
Co. Ltd., our Japanese joint venture, or Onyx Japan, incurred
substantial losses in previous periods. The minority
shareholders capital account balance as of
December 31, 2004 was $106,000. Additional Onyx Japan
losses above approximately $252,000 in the aggregate will be
absorbed 100% by us, as compared to 58% in prior periods, which
could affect our ability to achieve profitability in future
periods.
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If we are unable to compete successfully in the highly
competitive customer management systems market, our business
will fail. |
Our solutions target what is typically referred to as the
customer management systems market. This market is intensely
competitive, fragmented, rapidly changing and significantly
affected by new product
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introductions. We face competition primarily from front-office
software application vendors, providers of hosted CRM solutions,
large enterprise software vendors and our potential
customers information technology departments, which may
seek to develop proprietary systems. The dominant competitor in
our industry is Siebel Systems, Inc., which holds a
significantly greater percentage of the market than we do. Other
companies with which we compete include, but are not limited to,
Amdocs Limited, E.piphany, Inc., Oracle Corporation, PeopleSoft,
Inc. (recently acquired by Oracle Corporation), Pivotal
Corporation (a wholly owned subsidiary of CDC Software),
RightNow Technologies, Salesforce.com, SalesLogix (part of Sage,
Inc.) and SAP AG.
In addition, as we develop new products we may begin competing
with companies with whom we have not previously competed. It is
also possible that new competitors will enter the market. In
recent years we have experienced an increase in competitive
pressures in our market, which has led to enhanced price
competition. We expect this trend to continue.
Many of our competitors have longer operating histories, greater
name recognition, larger customer bases and significantly
greater financial, technical, marketing and other resources than
we do. Furthermore, there has been increasing consolidation
among our competitors and we believe this consolidation will
continue. As a result of consolidation among our competitors,
our competitors may be able to adapt more quickly to new
technologies and customer needs, devote greater resources to
promoting or selling their products and services, initiate and
withstand substantial price competition, take advantage of
acquisition or other strategic opportunities more readily or
develop and expand their product and service offerings more
quickly than we can. In addition, our competitors may form
strategic relationships with each other and with other companies
in attempts to compete more successfully against us. These
relationships may take the form of strategic investments, joint
marketing agreements, licenses or other contractual
arrangements, any of which may increase our competitors
ability, relative to ours, to address customer needs with their
software and service offerings and that may enable them to
rapidly increase their market share.
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If we do not retain our key employees and management team
our ability to execute our business strategy will be
limited. |
Our future performance will depend largely on the efforts and
abilities of our key executive, technical, sales, customer
support and managerial personnel and on our ability to attract
and retain them. In March 2005, Brian C. Henry, our Chief
Financial Officer, and Benjamin E. Kiker, our Chief Marketing
Officer, announced their resignations. We subsequently announced
the hiring of Robert J. Chamberlain as our new Chief Financial
Officer. Additional changes to our senior management team, if
they were to occur, and the integration of new senior
executives, including Mr. Chamberlain, could result in some
disruption to our business while these new executives become
familiar with our business model and establish new management
systems. If our new management team, including any additional
senior executives who join us in the future, is unable to work
together effectively to implement our strategies and manage our
operations and accomplish our business objectives, our ability
to grow our business and successfully meet operational
challenges could be severely impaired. In addition, our ability
to execute our business strategy will depend on our ability to
recruit and retain key personnel. Our key employees are not
obligated to continue their employment with us and could leave
at any time. The competition for qualified personnel in the
computer software and technology markets is particularly
intense. We have in the past experienced difficulty in hiring
qualified technical, sales, customer support and managerial
personnel, and we may be unable to attract and retain such
personnel in the future. As part of our strategy to attract and
retain personnel, we offer stock option grants to certain
employees. However, given the fluctuations of the market price
of our common stock, potential employees may not perceive our
equity incentives such as stock options as attractive, and
current employees whose options are no longer priced below
market value may choose not to remain employed by us. In
addition, due to the intense competition for qualified
employees, we may be required to increase the level of
compensation paid to existing and new employees, which could
materially increase our operating expenses.
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