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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

An Interesting Piece on Value Propositions from ITSMA

fist full of twentiesWhilst carrying out some research recently I realised that I need to arrive at a more granular categorisation of the types or categories of value propositions that vendors use.

And in attempting to do that I stumbled across an interesting read on the ITSMA site entitled Why You Need Three Different Types of Value Propositions. I hadn’t heard of ITSMA before but it appears that they  focus on helping high-tech organisations to market solutions and services. I’ll certainly track them from here on in because I felt that I could have written the blog entry myself as it matches my own personal experience very accurately.

The three types of value proposition that the author refers to are in… 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

Veniders – A Homage to Lewis Carroll…

Humpty Dumpty…and his portmanteau words. I can’t help thinking as I write about this brave new world of Cloud Computing that we might need a new one.

Through years of thinking about and writing on the subject of technology marketing, I instinctively refer to the party that sells something to the buying party as “The Vendor”. The problem that Cloud Computing has introduced though is that the selling party in Cloud Computing may not be actually be selling a thing, but rather may simply be providing access to a service.

So whilst there is selling of a sort going on here, if I were to refer to say Amazon as a cloud “vendor” it wouldn’t be strictly accurate. The good… Continue reading

A Market Landscape/Taxonomy/Segmentation Model for Cloud Computing

Cloud Computing - Market Landscape - REV 1 (0.92)_Page_07I’ve completed the first draft of the cloud computing segmentation model upon which we will build our REPAMA studies.

As I’ve mentioned before along my journey to arrive at this model, I’ve found the cloud computing market to have quickly become crowded and confused. This is largely due to the ease at which “traditional” vendors have re-repositioned themselves to catch the cloud computing wave.

The other issue of course is that over time cloud computing will cease to be a new paradigm and will quickly become the way consumers and businesses avail themselves of computing services. So what I’m seeing here is a market in transition where just about every category in traditional software sales will have an… Continue reading

It took Cordys 8 days to turn into a cloud computing vendor!

January 2009Attempting to classify and compare the various vendors in the various technical segments of the cloud computing market is tough.

And if I’m honest I’m struggling with the shear volume of vendors that apparently have cloud propositions. I find it amazing that so many vendors/service providers have apparently architected and built specific solutions for this space.

But between you and me, I’m not sure that every vendor/service provider now positioned in the cloud computing market has been beavering away producing a specialised solution. Some I’m sure have done that but others have just changed a name or added an adjective or modifier to a product name.

But one thing is for sure, they’ve all changed their marketing!

As I’ve… Continue reading

Cloud Computing Wordle REV 4 – A list of Cloud Computing Vendors

Continuing the research I’ve documented in these pages

…I’ve either stumbled across, been gently reminded or have been actively asked to include specific vendors in the list of cloud computing vendors.

So here’s REV 4.


The actual list of vendors is shown in the tag list below. Also included in the Wordle is a list of the categories and classifications from DRAFT 1 of our market segmentation model which I will post here soon.

Danny Goodall

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Cloud Computing Market Segmentation – What is the role of the Channel? – Part 4

Continuing my quest to segment the cloud computing market, I’m now looking at the role a channel might play in cloud computing…

…and I’m struggling a little to map the traditional channel role onto cloud. But here are my current thoughts.

There are some obvious areas in the cloud taxonomy/segmentation that look like a good old fashioned software sales model. So first let’s start with my draft / work in progress taxonomy/segmentation to help anchor the discussions in something solid. BTW draft/work in progress means that it will change.

Channel Models For Cloud Computing (0.94)_Page_03

Cloud Software

So the Cloud Software segment looks like a traditional software business. Using Brad Buck’s definition for this segment:

Cloud Software is off-the-shelf software that can be used to… Continue reading

Cloud Computing Taxonomy – A Nice Definition With a Little Structure too – Part 3

NIST LogoAs mentioned earlier in these pages I’m documenting my quest to arrive at a market segmentation model of the cloud computing market. This will allow me to perform a series of REPAMA competitive marketing studies into various vendors in the cloud computing space. I’m uncovering more and more interesting research as I go and one such piece is described below.

The smart people at NIST (The US Governmental agency responsible for something or other – standards I think) have released some interesting work on cloud computing. Aimed at reaching a common set of definitions around cloud computing and its use cases, but recognising that these will change over time, their work can be found here.

I’ve reproduced some sections… Continue reading

Cloud Computing REPAMA – Taxonomy and the Role of Professional Services – Part 2

Small spannerI’m continuing the REPAMA Segment Analysis Study into the Cloud Computing market attempting to arrive at a solid market segmentation and two things have become very clear.

Firstly, every vendor with a remotely related proposition appears to have added the word “cloud” to their product name, presumably in an attempt to bask in the reflected glory that cloud computing provides, perhaps in an effort to appease their investors. This means that there are a large number of vendors claiming to be part of specific segments that may or may not have legitimate claims. This makes the process I’m going through confusing and messy. And if I, as a marketing analyst am having problems, I wonder what sort of success a… Continue reading

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