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What 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

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

I’ve created a monster… REPAMATron – A Search Engine for Competitive Marketing Intelligence?

…Well strictly speaking that should be I’m creating a monster. You see, I’m in the process of automating our REPAMA methodology. Let me explain.

I’ve been using the REPAMA competitive research methodology for many years to understand vendors’ marketing strategies. Long before the formation of Lustratus in fact. It wasn’t a strict methodology back then. It was a set of relatively loose processes, measures and classifications that I used to ‘score’ various elements of a specific software vendor’s marketing strategy.

I used the process when I worked on the vendor side in various senior marketing positions. It allowed me to understand how I could differentiate my company’s technology from our competitors. And to differentiate, first I had to know how… Continue reading

Talend acquires Sopera – Does the World Need “Suck-it-and-see” Global Middleware?

I had a chat with an ex-colleague yesterday who told me that Talend had acquired Germany-based open source SOA platform ‘vendor’ Sopera.

This move came on the back of the news that the company had completed a $34M round of funding and Talend seems to be aiming very high with it’s combined proposition. In the accompanying press release, which is refreshingly bullish and direct, the company is aiming at vendors such as TIBCO, Software AG and Progress Software; describing those vendors’ solutions as ‘proprietary’.

Whilst it will be very interesting to see how Talend embeds the acquired technology into its own offering, it will be even more interesting to see how Talend will massage it’s go-to-market model in the… Continue reading

New Report From Lustratus Research: A Competitive Review of SOA Appliances

We’ve just posted a new report up at 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

Four Words

I was having a drink the other day with an old friend and potential future client.

We were discussing the competitive situation in the market in which his company competes. He knows that I’ve carried out some marketing positioning work for some of his competitors and so we got on to the subject of an industry event that he attended recently.

He told me that both he and one of his competitors (who I’ve carried out some positioning work for) gave a presentation at the event. Whilst he didn’t find his competitor’s presentation very credible (no surprise there), he did say that he was frustrated that in speaking to a couple of potential customers in the audience after the event,… Continue reading

Positioning, 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

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

Updated Lustratus REPAMA Guide

The Lustratus REPAMA Guide Cover Page (1.10)

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.

Related posts that you might also be interested in...

REPAMA Segment Analysis Study into Cloud Computing – Part 1 Taxonomy

Man with a magnifying glassIn putting together our REPAMA analysis into the go-to-market strategies of the vendors in the cloud computing space, we first must arrive at an agreed segmentation of the market. This blog documents that process.

OK so as I mentioned here, I am going to carry out a series of REPAMA Segment Analysis Studies into the cloud computing market. The desired end product is a series of reverse-engineered go-to-market strategies for a set of vendors in each of the categories within the cloud computing market. But first I need to decide on the segmentation of the various technical offers in the cloud computing space.  After that I need to decide which vendors fit into each of the different proposition… Continue reading

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