Standards-based marketing – an antidote “Broaden the Debate” Part 4

Part 4 – Broaden the Debate I’m continuing this series of blogs here by looking at the techniques that software vendors can use to create the “illusion” of differentiation in markets where technical standards have led to little material product difference. So moving on from my last blog where I looked at the way an […]

Standards-based marketing – an antidote “Sell Differently” Part 3

Part 3 – Sell Differently I’m continuing this series of blogs here by looking at the techniques that software vendors can use to create the “illusion” of differentiation in markets where technical standards have led to little material product difference. Perhaps the most obvious differentiator between organisations that have “broadly” similar technology, and an area […]

Standards-based marketing – the homogeneous effect of software standards – Part 2

    A History Lesson   Continuing on from this blog entry, I’ve decided to create another mini series of blogs, this time looking at the difficulty of differentiation in markets where software standards have created homogeneity amongst the offerings of the protagonists. So first a little bit of a history lesson… I surfed the wave of middleware resurgence […]