A Technology Reading Ease Index – Goodall-Arcanicity (First Draft)
I thought Arcanicity was an album by The Police, but it turns out that it’s a measure of the complexity of the words that high-tech vendors use in their marketing. As I mentioned in my last post, I’ve produced an Acanicity Index. This is a readability index that looks to estimate the amount of domain-specific or technical knowledge a reader needs to posses in order to understand a piece of text. Well here’s a little bit more detail…
I’ve been posting recently about my desire to rate the readability of high-tech vendors’ marketing copy. There are many existing readability indexes. Each of which looks to calculate the ease at which the structure of… Continue reading
Eureka – Arcanicity and the Technology Reading Ease Index
Well I wasn’t in the bath when it occurred to me, and I wouldn’t claim that I’ve advanced the general knoweledge of mankind in the way that Archimedes did, but I have made a little discovery.
[UPDATE - A more detailed description of the Goodall Arcanicity Index can be found here]
As I had mentioned before, I have been trying to create a mechanism to determine the amount of domain-specific knowledge a reader would need to posses in order to understand a text extract. The reason for this is that I am producing automated competitive-intelliegence studies using REPAMATron – a system I’m developing to infer marketing strategy from the marketing copy that high-tech vendors use to take their… Continue reading
Posted in All Blog Categories, natural language processing, readability, REPAMATron | 
abbreviations, acronyms, arcanicity, Archimedes, ari, automated reading index, coleman-liau, Danny Goodall, eureka, flesch-kincaid, gai, goodall arcanicity index, gunning-fog, readability, smog, technology reading ease index | 
5 CommentsPIPESCOM – 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 CommentsCloud 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 commentA 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 CommentsCloud 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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Posted in All Blog Categories, cloud computing, marketing, segmentation | 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, Billing, Blink Logic, Boomi, Box.net, Bungee Labs Connect, Caspio, Cassandra, Cast Iron, Clickability, cloud computing, Cloud Management, Cloud42, Cloud9 Analytics, CloudFoundry, CloudStatus, ClusterSeven, CohesiveFT, CohesiveFT VPN Cubed, ColdLight Neuron, Collabnet, Compute, Concur, CRM, 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, Financials, 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, IBM Lotus Live, iCIMS, InfoBright, Informatica On-Demand, iTRICITY, Joyent Accelerators, JungleDisk, K2 Analytics, Kaavo, Knowledge TreeLive, LayeredTech, Legal, LiveOps, LoadStorm, LogiXML, LongJump, LucidEra, Lustratus, 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, Oco, Open.ControlTier, OpenCloud, opencrowd, OpenNebula, OpenQRM, OpenRSM, OpSource, OpSource Connect, Oracle Coherence, Oracle On Demand, Panaroma, Parallels, ParaScale, Parature, PingIdentity, PivotLink, Platform, Qrimp, Quantivo, Questys, rackspacecloud, Redi2, Reductive Labs Puppet, REPAMA, Responsys, Rightnow, RightScale, Rollbase, rPath, Sales, Salesforce.com, Scalr, Sertifi, Serve Path GoGrid, SkyTap, SnapLogic, SnapLogic SaaS Solution Packs, SOASTA, Software Services, SpringCM, Sterna, Strategic Marketing, StreetSmarts, Success Metrics, Sun Grid Engine, Symplified, Syncplicity, Taleo, TerraCotta, Terremark, TIBCO Silver, Tokyo Cabinet, Trigence, Vertica, VMWare vSphere, Vordel, wordle, Workday, Workxpress, Xactly, Xero, Xeround, Xythos, Ylastic, Zembly, Zmanda, Zmanda Cloud Backup, Zoho, Zuora | Leave a commentCloud Computing Market Segmentation – What is the role of the Channel? – Part 4
Continuing my quest to segment the cloud computing market, I’m now looking at the role a channel might play in cloud computing…
…and I’m struggling a little to map the traditional channel role onto cloud. But here are my current thoughts.
There are some obvious areas in the cloud taxonomy/segmentation that look like a good old fashioned software sales model. So first let’s start with my draft / work in progress taxonomy/segmentation to help anchor the discussions in something solid. BTW draft/work in progress means that it will change.
Cloud Software
So the Cloud Software segment looks like a traditional software business. Using Brad Buck’s definition for this segment:
Cloud Software is off-the-shelf software that can be used to… Continue reading
Cloud Computing Taxonomy – A Nice Definition With a Little Structure too – Part 3
As 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
Posted in All Blog Categories, cloud computing, Competition and Competitive Intelligence, go-to-market, marketing, Marketing Strategy, product marketing, segmentation, taxonomy | cloud computing, competitive, Danny Goodall, definitions, Lustratus, market taxonomy, marketing strategy, NIST, Peter Mell, product marketing, proposition segmentation, REPAMA, Strategic Marketing, Tim Grance | Leave a commentCloud Computing REPAMA – Taxonomy and the Role of Professional Services – Part 2
I’m continuing the REPAMA Segment Analysis Study into the Cloud Computing market attempting to arrive at a solid market segmentation and two things have become very clear.
Firstly, every vendor with a remotely related proposition appears to have added the word “cloud” to their product name, presumably in an attempt to bask in the reflected glory that cloud computing provides, perhaps in an effort to appease their investors. This means that there are a large number of vendors claiming to be part of specific segments that may or may not have legitimate claims. This makes the process I’m going through confusing and messy. And if I, as a marketing analyst am having problems, I wonder what sort of success a… Continue reading
Posted in All Blog Categories, cloud computing, Competition and Competitive Intelligence, marketing, Marketing Strategy, product category, product marketing, segmentation, taxonomy | brad buck, channel, cloud computing, competition, Danny Goodall, early market, Lustratus, marketing strategy, opencrowd, peter laird, positioning, product marketing, professional services, proposition segmentation, REPAMA, segmentation, Strategic Marketing, taxonomy, tendril inc. | 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.