cloud computing

Lustratus REPAMA blog posts relating to cloud computing

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Lustratus 2010 Predictions for the Infrastructure Software Market

As is customary at this time of year, my Lustratus Research colleague Steve Craggs has launched his 2010 predictions for the infrastructure software market.

At this time of year many people make predictions for what the year to come will hold, only for them to be long forgotten by the time next year’s predictions come round. Uniquely then perhaps amongst other crystal ball gazers, Steve first grades himself on the predictions he made last year.

So take a look at the Lustratus 2010 infrastructure software market predictions to see how he did.

Danny Goodall

Related posts that you might also be interested in...

A Comment on 10 Defining Points for Cloud Computing

10 ThingsI was reading Robin Bloor’s blog entry from earlier in the year recently where he makes some interesting points. But I’m not sure that I agree with all of them…

Robin attempts to identify some of the defining characteristics of cloud computing but I get the feeling that he is starting from a slightly cynical stand point. And whilst I agree that vendor and service provider marketing tactics have created a great deal of hype, I feel others must also share some of the blame for the confusion in the space.

Anyway, his 10 Defining Points for Cloud Computing blog entry is here. I tried to post a comment but as it appears that it’s still… Continue reading

Cloud Computing Explained – Without the Hype

My Lustratus Research colleague Steve Craggs has taken a step back from the hype surrounding Cloud Computing and has defined it for the layman.

Steve’s premise was that the Cloud Computing hype had reached fever pitch and that some of the claimed benefits had become pretty difficult to believe. He wanted to strip it down to the basics, define it and look dispassionately at the likely benefits and the trade-offs involved. Steve has also put some of the vendors and service providers in the space into the right context based on the Lustratus REPAMA Market Landscape / Taxonomy / Segmentation model.

The document is embedded below and can be downloaded from Scridb or the Lustratus web… Continue reading

Competitive Differentiation in Cloud Computing – “The horse-less carriage and typing pools”

Horseless CarriageI had a meeting with a prospective client earlier in the week and we were chatting about how differentiation and positioning in Cloud Computing has to mature.

The contention was that cloud computing vendors and service providers today are too inwardly-focussed and that they should look at the external market to determine their competitive marketing strategies. Cloud Computing differentiation bears all the hallmarks of early market strategy and is very limited. It got me thinking. Imagine if competitive differentiation was carried out in other walks of life the way it is currently carried out by most Cloud Computing vendors and service providers.

Imagine if Porsche for example had spent 7 years perfecting its new sports car, a car that was… Continue reading

The Decision Making Unit for Cloud Computing

flipping a coin 3

I’m kicking off some research into the Decision Making Unit (DMU) for Cloud Computing services and software.

I’m interested to see how much, if at all, the cloud computing decision making unit differs from that of tradition data centre or infrastructure software sales. And if it does differ (as I suspect it does) then what is the impact on traditional marketing elements like audience, message, value propositions, supporting materials, etc.

I want to examine the decision making units for each of the different high-level segments in the Lustratus REPAMA market landscape / taxonomy / segmentation model for cloud computing.

For each of these segments, the basic question I want to answer is:

Within a B2B Cloud Computing transaction, what… Continue reading

A Refreshing call with GigaSpaces

Steve and I had an interesting and refreshingly different cGigaSpaces Architectureall this morning with GigaSpaces.

They had reached out to us to make sure we knew all about them so that they could be fully represented in each of the categories in our cloud computing market landscape / segmentation / taxonomy where they have a solution.

And after the call I can see that instead of just being in

  • Cloud Software / Compute

They also have a valid claim to

  • Cloud Software / Data

and may be even

  • Cloud Software / Cloud Management ( /Application Services Management )

This raised a bit of a dilemma for me. I certainly want to represent vendors and providers accurately in the segmentation model… Continue reading

Reverse Engineering Force.com’s Approach to the Cloud Computing Market

busyI’ve been a bit busy recently and so instead of finishing off the complex REPAMA SAS into the “Cloud Computing / Cloud Software / Cloud Management / Application Services Management” study, I decided to produce a rough draft of the much simpler REPAMA into Force.com’s go-to-market strategy instead.

Whilst the segment analysis study only covers Force.com at the moment, I will add additional vendors/providers into the study over the coming weeks. If you have any suggestions who I should compare to/with Force.com, let me know.

I’m quite pleased with the result. Not because of any specific talent on my part but rather as I’ve already said here, Force.com’s marketing is a case study in how to take a… Continue reading

Force.com – Hat’s Off Time

hats offSteve and I met with the good people at Force.com this morning to get an update on their approach to the Cloud Computing market and to hear their vision for the future.

I’d already carried out some REPAMA analysis of Force’s marketing proposition and, just like I found when I looked at Oracle’s ESB proposition,I was very impressed. With some vendors’ marketing propositions I have to spend a long time inferring what their strategic marketing strategy is, for others the strategy is so well communicated to their prospects through their out-bound marketing communications that my job is made easy.

And so it was with Force.com…

Unlike complex on-premise .Net and Java development tools, Force.com is half the cost and… Continue reading

Pure Play Application Services Management in Cloud Computing?

taking your pulseSo Steve and I had a briefing call with Kaavo yesterday who have some interesting technology. And it set me thinking about whether there is a market for pure play application services management in the cloud.

Kaavo automates the job of application configuration and management in the cloud. The product – imod, is rules and workflow-based and manages the life-cycle of application provisioning, including deploying and configuring the software components or services required to create the environment in which applications execute.

I hope I’m not dumbing it down too much to say that I think of it as a data centre automation tool that understands how to manage virtual IaaS instead of physical infrastructure. Kaavo’s CEO and founder… Continue reading

Cloud Computing – Where does one Capability Start and the Other end?

dice optical illusionOK so having arrived at the first cut of a segmentation model for the Cloud Computing market, I am now embarking on a series of Reverse Engineered Positioning and Messaging Analysis (REPAMA) studies.

The problem I now face though as I start tp look in detail at various cloud vendors’ marketing propositions is that their products, capabilities and value propositions all appear to blur into one.

I guess this is a symptom of the early market nature of Cloud Computing. I would expect that as the market develops, real prospects will make real decisions based upon their real needs, and real differences will be stressed and perceived between the products and services of different vendors/service providers.

But right… Continue reading

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  • Gravatar icon of Danny Goodall Danny Goodall
    May 12, 2011 (12:01)
    The Goodall Technology Reading Ease Index - How Complex is Your Marketing Copy? Hmm. I really do like the name Sarah but what about my ego? If I were to call the index 'GoodRead...
  • Gravatar icon of Sarah Bourne Sarah Bourne
    May 12, 2011 (11:36)
    The Goodall Technology Reading Ease Index - How Complex is Your Marketing Copy? I suggest calling it the GoodRead Index. Maybe it's over-reaching a bit, but you'll just have to ...
  • Gravatar icon of Danny Goodall Danny Goodall
    October 14, 2010 (4:19)
    Truth Denied? The Software Appliance Revisited. I hope you could tell that I was being more than a little flippant here Jacques. Perhaps I should...
  • Gravatar icon of Jacques Talbot Jacques Talbot
    October 13, 2010 (1:56)
    Truth Denied? The Software Appliance Revisited. Allow me to disagrre. At a customer, we have used Datapower for years to process XML (BTW, it is ...
  • Gravatar icon of Steve Craggs Steve Craggs
    June 7, 2010 (4:38)
    New Report From Lustratus Research: A Competitive Review of SOA Appliances Pete,Thanks for your comments, and those of your colleague. I think Danny has answered the 'mar...
  • Gravatar icon of Pete Logan Pete Logan
    June 4, 2010 (4:03)
    New Report From Lustratus Research: A Competitive Review of SOA Appliances Hi,I'd very much like to develop a point made in the report where it is asserted that software ...
  • Gravatar icon of Danny Goodall Danny Goodall
    May 6, 2010 (12:35)
    New Report From Lustratus Research: A Competitive Review of SOA Appliances Thanks for your comment Blake. This is a marketing-focused blog that looks at different vendors' ...
  • Gravatar icon of Blake Dournaee Blake Dournaee
    May 5, 2010 (1:23)
    New Report From Lustratus Research: A Competitive Review of SOA Appliances Hello There - It seems that this is a very provocative report, especially with respect to the sta...
  • Gravatar icon of SaaS SaaS
    April 14, 2010 (2:57)
    The Decision Making Unit for Cloud Computing Nice Technology Related Blog. Will visit again.
  • Gravatar icon of Zaki Usman Zaki Usman
    October 16, 2009 (5:56)
    The Decision Making Unit for Cloud Computing Very interesting point of discussion. I would be very interested to hear your results.