Visualising competitive market intelligence – some early output from REPAMATron
As I mentioned in a previous post I’m in the process of automating REPAMA – our competitive marketing intelligence methodology. It’s quite a task and I’ve not been able to focus as much time on the project as I would have liked, but it’s coming along.
REPAMA visualises competitive intelligence. I created the REPAMA methodology to allow me to understand infrastructure software vendors’ marketing strategies and to allow me to compare one vendor’s strategy with another. REPAMATron is the project that is automating the manual REPAMA methodology. It’s going to take a number months to work through all of the algorithms to ensure that they are true to the manual REPAMA methodology. But I thought I’d share… Continue reading
Posted in All Blog Categories, Competition and Competitive Intelligence, Marketing Strategy, REPAMATron, research | 
Competition and Competitive Intelligence, competitive, Competitive Marketing, market element distribution (MED), natural language processing (nlp), nlp, REPAMA, REPAMATron, value proposition | 
Leave a commentLustratus predictions for the infrastructure software market in 2011
We all make predictions right? But do we ever return to our predictions and grade ourselves on how accurate we were? Well my Lustratus Research colleague Steve Craggs does that each year with his annual predictions for the infrastructure software market.
In 2011 he looks at likely developments in the following areas…
- Business rules
- Cloud computing
- SOA adoption
- Open source integration
- Appliances
…but not before he looks back at his 2010 predictions and assess whether he was channeling the spirit of Nostradamus or not. Steve’s latest crystal ball gazing can be found on the Lustratus document store here and embedded on the Lustratus REPAMA SlideShare account below.
Danny Goodall
Related posts that you might also be interested in...… Continue reading
Posted in All Blog Categories, research | 2011, appliances, BPM, business rules ibm, intel, layer7, open source, open source integration, oracle, predictions, sap, soa, soa appliances, software ag, xml appliances | Leave a commentPIPESCOM – Because the world needs yet another acronym…
I just can’t help myself. No seriously, I have no choice here but to introduce yet another acronym but at least this one doesn’t have three letters. So how did PIPESCOM come about and what does it mean?
Our REPAMA methodology compares and contrasts different vendors’ marketing approaches by reverse-engineering their positioning and messaging strategies. To facilitate easy comparison between vendors we must be able to categorise the way they approach different elements of their marketing strategy. And with that categorisation I’m afraid, comes acronyms.
To categorise how a vendor creates its value propositions we introduced MITICOR that denotes that a value proposition typically claims to deliver benefits that broadly fall within the following areas – Market, Income, Time,… Continue reading
Posted in All Blog Categories, marketing, research | commercial, Danny Goodall, ease of use, features, igidbu, interfaces, management, MITICOR, operational, packaging, PIPESCOM, process, REPAMA, speed | Leave a commentNew Report From Lustratus Research: A Competitive Review of SOA Appliances
We’ve just posted a new report up at www.lustratus.com that looks at a number of vendors offering devices that promise to lessen the burden of managing, accelerating and securing a service oriented architecture.
Authored by my colleague Steve Craggs, the report looks at “appliances” including IBM’s DataPower range, Layer 7′s SecureSpan XML Appliance and Intel’s SOA Expressway. I say “appliances” in inverted commas because Intel’s product is wonderfully described as a software “appliance”. Surely the award for the most spin in a product category goes to Intel.
The document can be found here. Steve tells me that he’s planning to look at devices from the likes of Solace Systems and TIBCO in future reports.
Danny Goodall
Related… Continue reading
Posted in All Blog Categories, Competition and Competitive Intelligence, research, SOA and Integration, Vendor-Related Posts | Competition and Competitive Intelligence, competitive, Danny Goodall, datapower, device, ibm, intel, layer7, SecureSpan, soa expressway, solace systems, steve craggs, tibco | 5 CommentsLustratus 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
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The Decision Making Unit for Cloud Computing
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
Posted in All Blog Categories, cloud computing, marketing, research | b2b, buyer, cap-ex, cloud computing, decider, decision making process, decision making unit, dmp, dmu, gatekeeper, igidbu, influencer, initiator, op-ex, risk, sla, user | 4 CommentsMarketing spend is (again)…
...falling in 2009. No great surprise there then as marketing budgets have been used by many struggling organisations as a “profit shock absorber” .
But what is of interest is what that reduced budget has meant to the shape of marketing organisations and their priorities. How are they actually allocating remaining budget in these tough times? What has this meant to marketing headcount? etc.
That is the focus of IDC’s Michael Gerard in his annual analysis of marketing spend. Some snippets of the study have been released publicly and I’ve listed some of these below:
- Large organisations’ marketing budgets have on average reduced by 8.3% and their headcount has reduced by 10%
- 6000 IT vendor marketing roles… Continue reading
A Refreshing call with GigaSpaces
Steve and I had an interesting and refreshingly different c
all 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
Posted in All Blog Categories, cloud computing, marketing, research | Amazon EC2, application management services, applications services management, cloud computing, Cloud Management, Compute, data, Gigaspaces, jim liddle, segmentation, taxonomy, tibco, TIBCO Silver, value proposition, XAP | 2 CommentsA Market Landscape/Taxonomy/Segmentation Model for Cloud Computing
I’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
Posted in All Blog Categories, cloud computing, Competition and Competitive Intelligence, go-to-market, marketing, Marketing Strategy, research, segmentation, taxonomy | 10Gen MongoDB, 3Tera AppLogic, Aconex, Advologix, Altor Networks, Amazon EBS, Amazon EC2, Amazon S3, Amazon SimpleDB, Amazon SQS, Amitive, Apache CouchDB, Apache HBase, Appian Anywhere, Appistry, AppJet, AppNexus, AppZero, Aptana, Aria Systems, Aster DB, Beam4d, Beowulf, Blink Logic, Boomi, Box.net, brad buck, Bungee Labs Connect, Caspio, Cassandra, Cast Iron, christofer hoff, Clickability, Cloud42, Cloud9 Analytics, CloudFoundry, CloudStatus, ClusterSeven, CohesiveFT, CohesiveFT VPN Cubed, ColdLight Neuron, Collabnet, Concur, CrownPoint, CTERA, CTERA Portal, Danny Goodall, DataSynapse, Desktoptwo, DirectLaw, DocLanding, DropBox, Dynamsoft, Dynect, Elastichosts, Elastra, EMC Atmos, Engine Yard, Enomaly Enomalism, enStratus, Etelos, Eucalyptus, eVapt, FathomDB, Fios, Flexiscale, Force.com, Gemstore Gemfire, Gigaspaces, Globus Toolkit, gnip, Google App Engine, Google Apps, Google BigTable, GridLayer, Hadoop, Hosting.com CloudNine, HubSpan, Hyperic, Hypertable, iaas, IBM Lotus Live, iCIMS, InfoBright, Informatica iTRICITY, Joyent Accelerators, JungleDisk, K2 Analytics, Kaavo, Knowledge TreeLive, LayeredTech, LiveOps, LoadStorm, LogiXML, LongJump, LucidEra, lustatus, Lustratus, market landscape, marketing strategy, memcached, Mercury, mezeo software, Microsoft BizTalk Services, Microsoft SDS, Mosso Cloud Files, Mosso Cloud Servers, Mosso Cloud Sites, Mozy, MS Azure Services Platform, MSDynamics, MuleSource Mule OnDemand, NetDocuments, NetSuite, NewRelic, Ning, Nirvanix, NIST, Oco, on-demand, OneNetwork, Open.ControlTier, OpenCloud, opencrowd, OpenNebula, OpenQRM, OpenRSM, OpSource, OpSource Connect, Oracle Coherence, Oracle On Demand, paas, Panaroma, Parallels, ParaScale, Parature, peter laird, Peter Mell, PingIdentity, PivotLink, Platform, professional services, Qrimp, Quantivo, Questys, rackspacecloud, Redi2, Reductive Labs Puppet, REPAMA, Responsys, Rightnow, RightScale, Rollbase, rPath, saas, Salesforce.com, Scalr, segmentation, Sertifi, Serve Path GoGrid, SkyTap, SnapLogic, SnapLogic SaaS Solution Packs, SOASTA, SpringCM, SpringSource, Sterna, Strategic Marketing, StreetSmarts, Success Metrics, Sun Grid Engine, Symplified, Syncplicity, Taleo, taxonomy, tendril inc., TerraCotta, Terremark, TIBCO Silver, Tim Grance, Tokyo Cabinet, Trigence, Vaultscape, Vertica, VMWare vSphere, Vordel, Workday, Workxpress, Xactly, Xero, Xeround, Xythos, Ylastic, Zembly, Zmanda, Zmanda Cloud Backup, Zoho, Zuora | 11 CommentsUpdated Lustratus REPAMA Guide
Just a quick note to say that I’ve updated the Lustratus REPAMA Guide to version 1.1. I’ve added three more studies that have been part of our analysis for some time but hadn’t quite found their way into the guide.
These are:
- Depositioning focus
- Differentiation strategy
- Perceived threat
All of these studies are concerned with interpreting how the vendors under scrutiny approach competitive differentiation in one way or another and are now explained in the guide.
The Lustratus REPAMA guide is available for download, and for the first time in HTML format. Click here for more information.
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Posted in All Blog Categories, communication, Competition and Competitive Intelligence, go-to-market, marketing, Marketing Strategy, Marketing Tactics, positioning, product management, research | Competition and Competitive Intelligence, competitive, Danny Goodall, Lustratus, marketing strategy, product marketing, REPAMA, research, Strategic Marketing | Leave a comment
- On Informatica, Evangelism, Audience Strata and BIG-DATA
- The marketing strategies of open source versus closed source ESBs
- Part 2 – First output from REPAMATron – WSO2 versus FuseSource versus Talend versus the ESB market
- First output from REPAMATron – WSO2 versus FuseSource versus Talend versus the ESB market
- WSO2 – Fits in between Talend and FuseSource…
- WSO2, or rather one of its competitors, has thrown its hat into the ring
- Wordcount.org – it counts words…
Recent Comments
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...
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 ...
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...
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 ...
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...
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 ...
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' ...
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...
April 14, 2010 (2:57) The Decision Making Unit for Cloud Computing Nice Technology Related Blog. Will visit again.
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.