Flying Pig set to build on new platform

Having walked away from the million-dollar platform developed for it by Advantage Group, e-tailer Flying Pig is moving into a new phase with acquisition announcements expected this week.

Having walked away from the million-dollar platform developed for it by Advantage Group, e-tailer Flying Pig is moving into a new phase with acquisition announcements expected this week.

The company has almost finished migration to iSAMS, a retail platform supported by Estar Online, taken up by Flying Pig as part of the deal in which it acquired Estar's CDStar music retail business.

The cost of work done by Flying Pig shareholder Advantage to improve the original software platform the e-tailer inherited from Whitcoulls has been cited along, with high marketing expenditure, as one of the factors that sank the business and led to its sale to current owner, IT Media.

"It's very much under a new business model now," says CEO Mark Battles. "The model of e-tailing pre-crash was very much about ramping it up high and chasing after customers and spending zillions on TV advertising.

"The new technology will allow us to roll out new channels, from wine to toys," says Battles. "What we're looking at now is more like the publishing business model, where we're getting guaranteed sponsorship revenue through, as well as a share of revenue. We've got a number of new revenue streams coming through as we roll out new channels."

Battles says both Flying Pig and IT Media, which became a part of the Wilson Neill group late last year, will have acquisition announcements this week.

"We bought a company on Friday and we'll be announcing that," says Battles. "We're looking to try and roll up a number of successful e-tailing brands in Australasia."

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