SOURCE: Corticon


July 26, 2011 09:00 ET

Leading Wireless Retailer Simplexity Adopts Corticon to Improve Activation Rates and Increase Profitability

Corticon's "No-Coding" Rules Engine Simplifies and Automates Complex Wireless Purchase Process

REDWOOD CITY, CA--(Marketwire - Jul 26, 2011) - Corticon, a leading provider of business rules management systems (BRMS), today announced that Simplexity, the largest national online retailer of cellular phones and wireless plans, has selected Corticon's rules engine to simplify and enhance its online purchase process. Simplexity expects that automating its complex business rules with Corticon will accelerate activation rates, while increasing profitability for its popular cell phone store,, as well as the thousands of partner and affiliate websites it supports.

"Corticon's 'no coding' approach was the right alternative to the sophisticated rules hard-coded into our existing applications," said Michael Berkley, Chief Information Officer of Simplexity. "After an exhaustive evaluation of competitive offerings, we selected Corticon for its rich modeling methodology, comprehensive rule integrity testing, and raw performance."

Simplexity's existing process for qualifying a new customer requires the involvement of valuable IT resources when changes are desired. With Corticon's rules engine, Simplexity's business team will now have the power to quickly implement many of its desired changes in response to the rapidly changing wireless marketplace, and without the assistance of any technical staff. Simplexity's expectation is that developing applications with Corticon will be at least 50 percent faster than traditional programming-based approaches, and will enable internal users to easily incorporate new rules to reflect policy changes, new business processes, or changing regulatory requirements.

With the demands of a real-time online order processing system, Simplexity required a rules engine that could stand up to its challenging production environment. Simplexity selected Corticon based on key criteria including:

  • Performance and Scalability -- Simplexity's environment requires millisecond response times with the ability to scale across a large number of transactions per day -- capabilities delivered by Corticon's patented rules engine.
  • Accuracy and Integrity -- Simplexity needs guaranteed accurate results from the rules engine, and Corticon's unique rule integrity features ensure the right decisions are made at the right time.
  • Agility -- Simplexity's dynamic e-commerce business requires constant adjustment to business rules, and Corticon's spreadsheet-like modeling tools provide unprecedented speed and ease-of-use.

"Data-driven e-commerce organizations rely on sophisticated business rules to help automate decisions, and the ability to quickly implement changes can often mean the difference between profit and loss," said Bob Schoettle, chief marketing officer at Corticon. "Corticon provides Simplexity with the agility to implement and update business rules with relative ease, thereby improving responsiveness to customers."

About Simplexity
Simplexity is the Internet's leading authorized retailer of cell phones and wireless services. Based in Reston, Virginia, Simplexity proprietary e-commerce platform offers technology solutions that include: online merchandising, rate plan management, procurement, high-level customer care and customer relationship marketing, billing, order processing, automated cell phone activations and fulfillment for the largest carriers in the U.S. With its expansive marketing network that includes thousands of private-branded websites and affiliate programs, Simplexity sells wireless products and services for some of the most recognized brands in the world, including RadioShack, Sears, Kmart, Target, Sony, TigerDirect and Newegg, as well as through the popular website Wirefly (, the leading cell phone and wireless plan comparison shopping site. For more information about the company, its products and services, visit the Simplexity corporate website at

About Corticon
Corticon enables organizations to make better, faster decisions by automating business rules. Corticon's patented "no-coding" rules engine is used by over 450 customers worldwide to automate their most sophisticated decision processes, reducing development and change cycles by 90 percent. Automated decision management with Corticon empowers organizations to improve productivity and customer service, and adapt quickly to changing market conditions. For more information, visit

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