The marketing strategies of open source versus closed source ESBs
I’m continuing my series of blog entries where I am sharing some early results from REPAMATron – my automated competitive marketing intelligence gathering tool. In this entry I’m looking at the difference in marketing strategy between open source and closed source enterprise service buses (EBSs).
REPAMATron automates my REPAMA competitive marketing intelligence methodology and is currently in Alpha. I’m using the ESB market, a market I know well, to help to tune the algorithms at the heart of REPAMATron.
In my previous entry I looked at 3 Enterprise Service Bus vendors’ marketing strategies (WSO2, Talend and FuseSource) and compared them to the computed market mean. I’ve now added another 6 ESB vendors to the study from the long list… Continue reading
Posted in Competition and Competitive Intelligence, esb, marketing, REPAMATron, REPAMATron ESB Study | 
axway, benefit, ci, closed source, competitive intelligence, Competitive Marketing, competitive marketing intelligence, Enterprise Service Bus, esb, features, fiorano, fuse, fusesource, intersystems, iway software, JBOSS, MITICOR, mulesoft, natural language processing (nlp), nlp, open source, PIPESCOM, progress software, REPAMA, REPAMATron, seeburger, talend, tmaxsoft, value proposition, wso2 | 
Leave a commentPart 2 – First output from REPAMATron – WSO2 versus FuseSource versus Talend versus the ESB market
In the previous post I shared some of the early results from REPAMATron – the technology I’ve developed that automates the process of gathering competitive marketing intelligence.
The previous post described what REPAMA and REPAMATron are all about so if you’ve landed here and have no idea what this is, then I’d recommend that you read the first post in this series. Having taken a look at how a section of the Enterprise Service Bus market (WSO2, FuseSource and Talend) communicates benefits or value propositions, I’m now going to share the research into the product features that each vendor communicates most prominently. To allow a comparison to be made between the vendors and to the market mean… Continue reading
Posted in Competition and Competitive Intelligence, esb, marketing, REPAMATron, REPAMATron ESB Study | axway, benefit, ci, competitive intelligence, Competitive Marketing, competitive marketing intelligence, Enterprise Service Bus, esb, features, fiorano, fuse, fusesource, intersystems, iway software, JBOSS, MITICOR, mulesoft, natural language processing (nlp), nlp, PIPESCOM, progress software, REPAMA, REPAMATron, seeburger, talend, tmaxsoft, value proposition, wso2 | Leave a commentFirst output from REPAMATron – WSO2 versus FuseSource versus Talend versus the ESB market
If you’ve been following this blog you’ll know that I analyse the marketing tactics and strategies of high-tech vendors – mainly in the infrastructure software space. It’s…
…an emotional day for me as I share the first output from my automated competitive marketing intelligence gathering system – REPAMATron. Well perhaps it’s not that emotional, but it certainly represents a significant milestone in a project that has been in development in my ‘spare time’ for a little while now. Below you’ll find my first tentative steps at automated analysis of the Enterprise Service Bus market.
REPAMA is a research methodology that allows me to categorise and compare the marketing strategies of high-tech vendors inferred from the language they use to… Continue reading
Posted in Competition and Competitive Intelligence, esb, marketing, REPAMATron, REPAMATron ESB Study | axway, benefit, ci, competitive intelligence, Competitive Marketing, competitive marketing intelligence, Enterprise Service Bus, esb, features, fiorano, fuse, fusesource, intersystems, iway software, JBOSS, MITICOR, mulesoft, natural language processing (nlp), nlp, PIPESCOM, progress software, REPAMA, REPAMATron, seeburger, talend, tmaxsoft, value proposition, wso2 | Leave a commentWhat is the Most Popular Adjective Used to Describe an Enterprise Service Bus (ESB)?
The answer is…well at the moment I don’t know but I know a way of finding out.
One of the by-products of the REPAMATron system I’m building to automatically infer a high-tech vendor’s marketing strategy from the way they take their products to market, is that I’m able to build a count (or frequency distribution) of the words that are used in their marketing literature. If I also know what grammatical category (part of speech) the word fits into (noun, verb, adjective, etc.), then I can build a count for the different parts of speech associated with describing a product or service.
This might be useful for example if we look at the superlatives (best, fastest, quickest, cheapest, etc.)… Continue reading
Posted in All Blog Categories, Competition and Competitive Intelligence, esb, REPAMATron | adjective, comparative, competition, Competition and Competitive Intelligence, competitive, Competitive Marketing, Enterprise Service Bus, esb, frequency distribution, natural language processing (nlp), part of speech (pos), REPAMA, REPAMATron, superlative | Leave a commentVisualising 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 commentPositioning, depositioning and the UK General Election
I watched the 2nd televised leaders’ debate the other evening and was struck by the maturity of some of the competitive marketing campaigns conducted by the UK’s political parties.
(Please get through this rather turgid and wordy description of the state of current political debate in the UK – there is a marketing-related point to this.)
Here’s the long-hand description of the most significant ideological and tactical difference between the two main parties contesting the UK general election.
To those readers who are not familiar with the subtleties of UK politics we have an incumbent government formed by the Labour party. The majority opposition is formed by the Conservative party with the minority opposition coming from the Liberal Democrats. There… Continue reading
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” words.
Anyway, I was struck recently by the reluctance of some people to fully embrace the concept and importance of aggressive differentiation. Whilst I’ve long understood that different types of people reach decisions about products (and lots of other things too) in different ways based on our bias towards one of the following psychological functions (Intuition, thinking, feeling and sensing), I’ve seldom before… Continue reading
Posted in All Blog Categories, communication, Competition and Competitive Intelligence, differentiation, go-to-market, marketing, Marketing Strategy, positioning, product marketing, usp, Vendor-Related Posts | competition, competitive, Competitive Marketing, competitor, Danny Goodall, differentiation, Lustratus, marketing strategy, oracle, product marketing, REPAMA, Strategic Marketing | 1 CommentStandards-based marketing – an antidote “Sell Differently” Part 3
Part 3 – Sell Differently
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.
Perhaps the most obvious differentiator between organisations that have “broadly” similar technology, and an area that particularly hurts smaller or less well established software vendors, is the vendor’s approach to selling.
Which audience strata do you aim at and what do you say to them?
At its most crude this can be the difference between Vendor A talking to a technical audience about the features of Product A whilst Vendor B is talking to line of business managers within the… Continue reading
Posted in All Blog Categories, communication, Competition and Competitive Intelligence, differentiation, go-to-market, marketing, Marketing Strategy, pain, positioning, product marketing, reason to buy | audience, benefit, competition, competitive, Competitive Marketing, Danny Goodall, differentiation, marketing strategy, REPAMA | Leave a commentStandards-based marketing and identical twins – the nemesis of differentiation
At the risk of sounding like I’m repeating myself, once again I’ve just got off the phone from a friend and ex-colleague. This is a different friend and a different conversation to my last blog entry, and this time he was looking to do me a favour rather than picking my brains for free. Which was nice.
Anyway, after a while we got on to the subject of how sales of his organisation’s SOA, ESB and BPM offerings were going. A mixed bag was his response. “Where it’s good it’s very good and where it’s tough it’s very tough” was his view.
My mate is in sales looking after a geographic and industry-focused region for a… Continue reading
Posted in All Blog Categories, communication, Competition and Competitive Intelligence, go-to-market, marketing, Marketing Strategy, Marketing Tactics, positioning, product marketing | alternative, BPM, competition, competitive, Competitive Marketing, competitors, Danny Goodall, differentiation, esb, Lustratus, REPAMA, soa, standards, standards-based marketing | Leave a commentPart 7 – The “UNLIKE [the primary alternative]” element from the positioning statement
The Primary Competitor or Alternative
I’ve been looking at the positioning statement In this series of blogs. This entry will focus on the UNLIKE [the primary alternative or competitor] element.
So just to recap here we’re constructing a natural language statement that captures a number of key strategic marketing positioning elements. This particular element in the positioning statement above is where the ideal customer’s alternative to our product is defined.
First let’s see this element in the context of the complete positioning statement.
FOR [the ideal customer] WHO [has this specific pain or problem] OUR [product name] IS A[product category] THAT PROVIDES [this main benefit and reason to buy] UNLIKE [the… Continue reading
Posted in All Blog Categories, communication, Competition and Competitive Intelligence, go-to-market, ideal customer, marketing, Marketing Strategy, positioning, product marketing, usp | alternative, competition, Competition and Competitive Intelligence, competitive, Competitive Marketing, competitor, Danny Goodall, Lustratus, marketing strategy, positioning, positioning statement, product marketing, REPAMA, 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.