Marketing spend is (again)…

…falling in 2009.┬áNo 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? […]

A Refreshing call with GigaSpaces

Steve and I had an interesting and refreshingly different call 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. […]

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

I’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 […]

Cloud Computing Lock-in

My Lustratus Research colleague Steve Craggs ponders cloud lock-in… …and asks the questions whether it is necessarily a bad thing here.

Force.com – Hat’s Off Time

Steve 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 […]

Pure Play Application Services Management in Cloud Computing?

So 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 […]

An Interesting Piece on Value Propositions from ITSMA

Whilst 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. […]

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 […]

Veniders – A Homage to Lewis Carroll…

…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”. […]

A 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 […]