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The new UPS eLogistics unit, like the FedEx project, will provide both physical and technical fulfillment services. There was an earlier and now defunct UPS project called eLogistics.net, which aimed to be an application service provider for supply-chain management software.
"All this does is commodify the eLogistics name so it won't relate to either brand," says John Fontanella, an analyst at AMR Research. "This makes both projects sound more like marketing ploys than tangible services."
Behind the marketing spin, there are substantial corporate efforts to rework the companies' images from shipping specialists to e-commerce supply-chain experts...
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