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 commentWSO2 – Fits in between Talend and FuseSource…
…for the amount of jargon contained in it’s marketing copy.
In a previous post I mentioned that I would follow-up to with a calculation for how much jargon WSO2 uses in its ESB marketing when compared to Talend and FuseSource. I’ve now calculated the Arcanicity Index score for WSO2′s ESB marketing copy; and whilst not quite being the answer to life, the universe and everything, it’s not far off – see below.
The Arcanicity Index looks to measure how much jargon a text contains and by extension how much specialist knowledge a reader would need to posses in order to understand it. I’d previously scored both Talend and FuseSource which had shown that Talend’s marketing copy was much less arcane… Continue reading
WSO2, or rather one of its competitors, has thrown its hat into the ring
As mentioned before I’m pulling together a short list of ESB vendors that will feature in a REPAMA competitive marketing intelligence study. I’ve added, or rather I should say that one of WSO2′s competitors has added WSO2 to the short list.
I’m using this study to road-test Project REPAMATron – an automated system that infers a vendors’s marketing strategy from their marketing materials. I’ve decided to add WSO2 into the mix for a number of reasons. The main reason being that I spoke to a representative of one of the other ESB vendors on my long list who asked me “Are you going to be looking at WSO2?”. Which was good enough for me. If that vendor was… Continue reading
Talend and FuseSource Fight for the Title of “Geek of Geeks” – Who has the Most Arcane Content?
I promised that I would share some real-world examples of how high-tech vendors’ marketing copy scores in my Arcanicity Index. So first up is some text from the respective web sites of Talend and FuseSource – two ESB vendors that I’m looking at in detail to test project REPAMATron.
As a reminder the Arcanicity Index looks to rate how much technical, or domain knowledge a reader would need to posses in order to understand a given piece of text. At the moment it works from the density of the abbreviations and acronyms found in the text. Future version may also look for technical concepts as well. The equation and MUCH more information on the Arcanicity Index can be… Continue reading
Posted in All Blog Categories, communication, Competition and Competitive Intelligence, natural language processing, readability, REPAMATron, Vendor-Related Posts | abbreviations, acronyms, arcanicity, automated reading index, coleman-liau, Enterprise Service Bus, esb, flesch-kincaid, fusesource, gai, geek-of-geeks, goodall arcanicity index, gunning-fog, natural language processing (nlp), readability, REPAMATron, smog, syllables, talend, technology reading ease index | 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 commentTaking an automated look at marketing the Enterprise Service Bus (ESB)
As you’ll have read elsewhere in these pages I’ve decided to test REPAMATron – my automated marketing analysis software, by pointing it at the way ESB vendors take their products to market.
As I’ve mentioned before, REPAMATron is a project that looks to automate the REPAMA methodology for analysing and visualising vendors’ go-to-market strategies from the language they use to address their prospects. I’ve chosen the ESB space to test the software because it’s a market I know well and therefore I should be able to decide if the software is making the right sort of inferences behind the language it will be analysing.
At the moment the software is way off alpha release and needs lots of testing… Continue reading
Posted in All Blog Categories, esb, go-to-market, marketing, REPAMATron | axway, cordys, e2e technologies, Enterprise Service Bus, esb, extol international, fiorano, fujitsu, gxs, hitachi, ibm, intersystems, iway software, magic software, microsoft, mulesoft, MuleSource, natural language processing (nlp), nec, nlp, oracle, pervasive software, progressosoftware, Red Hat, REPAMATron, sap, seeburger, software ag, sopera, spa, sterling commerce, talend, tibco, tmaxsoft, wso2 | 2 CommentsAn ESB is an ESB is an ESB – n’est pas?
As the saying goes, if it looks like a fish, smells like a fish and tastes like a fish then the chances are that it is a fish. Likewise by any measure the products in the recent REPAMA study into the ESB market segment certainly appear to be ESBs but why then is none of the vendors content with describing their products simply as an “ESB”.
As the REPAMA Marketing Element Distribution (MED) chart below shows, the ESB vendors in the study (Microsoft ESB Guidance 1.0, Oracle Service Bus, Progress Sonic ESB, TIBCO ActiveMatrix Service Bus) used the following adjectives, qualifiers, modifiers and euphemisms to describe the offer category of their “ESB”.
- A loosely-coupled messaging environment
- A comprehensive Enterprise… Continue reading
Posted in All Blog Categories, communication, Competition and Competitive Intelligence, esb, go-to-market, marketing, Marketing Strategy, positioning, product category, product marketing, SOA and Integration, Vendor-Related Posts | competition, Competition and Competitive Intelligence, competitive, Enterprise Service Bus, esb, Lustratus, marketing strategy, microsoft, Microsoft ESB Guidance, oracle, Oracle Service Bus, product category, progress software, Progress Sonic ESB, REPAMA, tibco, TIBCO ActiveMatrix Service Bus | 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.