Truth Denied?

Plagiarism is the sincerest form of flattery – or something like that. Anyway I’m sure Blake Dournaee of Intel will forgive me for borrowing the title for this blog… …from his own “Truth Denied” blog entry on his Truth in SOA blog. Follow the link and you’ll see that Blake is a little aggrieved at a previous […]

Appistry and 3Tera Under the REPAMA Microscope

I’ve just uploaded the first draft of my latest Cloud Computing REPAMA Segment Analysis Study. This time I’ve looked at a couple of vendors in the Cloud Software / Cloud Management / Application Services Management segment (using the Lustratus REPAMA Cloud Computing market taxonomy / segmentation model). Specifically I’ve reverse-engineered the key go-to-market strategies of […]

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

OK 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 […]

Different differentiation for diffidents? (Corporate Shyness)

I hope you like the alliterative heading for the blog which was born from some work I’ve been doing recently for a client.  I’m not sure that diffident is exactly the right word but there was no way that I was going to ditch it when it looks so beautiful set against all those “diff” […]

Standards-based marketing – an antidote “Be holier than thou” Part 6

So closing out this series of posts looking at differentiation in markets where technical standards have caused little technical difference between products, I’m going to look at standards bodies and technical education as a technique to create differentiation. Preach the gospel – Educate The first point to make is that in my experience products that […]

Standards-based marketing – an antidote “Partner” Part 5

I’m carrying on this series of posts on how vendors can differentiate themselves in the market when technical standards have had the effect of removing significant functional difference between competitive products. This time I’m going to look at partnering to create differentiation in your offer.  Whilst the product proposition will remain materially similar to that […]

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 […]