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.
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Posted in All Blog Categories, marketing | 
cloud computing, lock-in, Lustratus, steve craggs | 
Leave a commentForce.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 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?
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 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
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. 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?
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 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
Posted in All Blog Categories, cloud computing, communication, Competition and Competitive Intelligence, differentiation, marketing, Marketing Strategy, positioning | Appistry, cloud computing, competition, Danny Goodall, differentiation, early market, Lustratus, marketing, portfolio, REPAMA, strategy | Leave a commentVeniders – 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”. 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
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
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My Lustratus colleague Steve Craggs has been blogging about his concerns over patent cases for a long time.
Here he is looking at a case going through the East Texas District Court that could have a significant impact on the adoption of cloud computing. I just hope Steve doesn’t get stopped for speeding in East Texas any time soon.
Danny Goodall
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Posted in All Blog Categories, cloud computing | cloud computing, Lustratus, patents, steve craggs | Leave a commentIt took Cordys 8 days to turn into a cloud computing vendor!
Attempting 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!
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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