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 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 commentFocus and 8 fingered gloves
I remember using the phrase “You’re marketing 8 fingered gloves” with a client a few years ago. And without wanting to show any disrespect to those unfortunate or fortunate enough to have more than 5 digits on each hand, I think it illustrates perfectly the dilemma that some technology vendors face.
Imagine you are the VP Marketing for Octodigit Inc. – a manufacturer of 8 fingered gloves for men. Your market is pretty small. Really small in fact. Getting new customers is quite a chore and involves some incredibly detailed research, focus and a lot of leg work. However, when you find a prospect – an octodigit (or whatever the term is) male who… Continue reading
What is this blog about?
So what is this blog all about?
I’ve never been a fan of mission statements for the sake of mission statements. I guess that is because most that I read are painted in the blandest shade of beige or taste of vanilla. This tends to make them less of an “inspiring, rallying-call” type of mission statement and more of “a collection of boring indisputable facts that we think the CEO won’t fire us for putting down on paper” type of mission statement.
Mission?
That said, I think it’s worth setting out a plan for the type of material that we’ll be covering in this blog in future editions. So here goes. I… Continue reading
Posted in All Blog Categories, Uncategorized | early market, high tech, Lustratus, marketing, mission statement, research, strategy, tactics | 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.