Taking 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 CommentsNew 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 CommentsUpdated High Performance Messaging Report
Just a quick note to say that the updated High Performance Messaging REPAMA Segment Analysis Study has been uploaded to the Lustratus site. It now contains the reverse-engineered product marketing strategy for TIBCO’s Messaging Appliance P-7500. Existing customers and Lustratus research subscription holders will already have been contacted with details of free upgrades.
Following on from the blog entry I made when the first version of the report was released I thought I’d show the updated value proposition below. As I mentioned in a previous blog entry TIBCO’s primary competitive focus is very unusual – it is TIBCO Rendezvous – one of its own products. The different approach to the market doesn’t stop there as you’ll… Continue reading
Posted in All Blog Categories, communication, Competition and Competitive Intelligence, go-to-market, high performance middleware, marketing, positioning, product category, product management, product marketing, Vendor-Related Posts | 29West, competition, competitive, Danny Goodall, ibm, Lustratus, Messaging Appliance, middleware, product marketing, REPAMA, solace systems, Strategic Marketing, tibco | Leave a commentTIBCO eats itself
Cannibalization. You don’t get to see that very often unless something strange has happened. No, I’m not talking about the act of eating the flesh of the same species. Instead I’m referring to where a vendor eats into its own sales by promoting one of its products ahead of another in the same market. It is highly unusual for a vendor to be willing to sacrifice sales of one product line to increase another. In my experience these things usually happen through some form of mistake or oversight in planning. However, that doesn’t appear to be the case with TIBCO’s recent announcement of the TIBCO Messaging Appliance.
As we suggested in our… Continue reading
Posted in All Blog Categories, Competition and Competitive Intelligence, high performance middleware, marketing, Marketing Strategy, positioning, product marketing, Vendor-Related Posts | 29West, alternative, Cannibalism, competition, competitive, ibm, low latency messaging, Lustratus, Messaging Appliance, middleware, REPAMA, solace systems, tibco | Leave a commentREPAMA Guide Now Online
Despite being available in “beta” form to REPAMA users for some time, I finally got round to packaging up a publicly downloadable version of the Lustratus REPAMA Guide. This can be downloaded from Lustratus.com for no charge.
I should say a big thank you to clients, colleagues and everyone else who has provided feedback on the guide, which studies should be included and how they should be presented.
So “Thank you”!
And for those looking to understand the product marketing and go-to-market strategies of TIBCO’s competitors in the High Performance Messaging space – specifically Solace Systems’ Content Router, 29West’s LBM and IBM’s WebSphere MQ LLM – I’ve also put the High Performance Messaging REPAMA Segment Analysis Study in… Continue reading
Posted in All Blog Categories, communication, Competition and Competitive Intelligence, go-to-market, high performance middleware, marketing, Marketing Strategy, positioning, product management, product marketing, Vendor-Related Posts | 29West, Competition and Competitive Intelligence, competitive, Content Router, Danny Goodall, go-to-market, ibm, LBM, LLM, low latency messaging, Lustratus, marketing, marketing strategy, middleware, REPAMA, solace systems, strategy, tibco | Leave a commentAn “average” marketing strategy
Mean. It’s a great word isn’t it. But what does mean, mean? If you see what I mean. It’s either hateful, the intended meaning of something or, as I want to use it here – an average. In this case it’s the “average” marketing strategy for a specific marketing segment. What would be the value of knowing the “average” marketing strategy for any number of strategic marketing elements for the segment in which you compete?
i.e. on average for your market segment who is the ideal target customer organisation? On average what job roles do your competitors target? On average which vertical markets are favoured? On average who does your competition see as… Continue reading
Posted in All Blog Categories, communication, Competition and Competitive Intelligence, high performance middleware, ideal customer, job roles, marketing, Marketing Strategy, Marketing Tactics, positioning, product marketing, prospects, Vendor-Related Posts | 29West, competitive, ibm, low latency messaging, Lustratus, marketing strategy, middleware, positioning, REPAMA, solace systems, tibco | Leave a commentRunning the REPAMA rule over mainframe SOA
I’ve just finished the REPAMA Segment Analysis Study and Marketing Efficacy Assessment on High Performance Middleware. It’s just going through our buddy checking process at the moment so now I can get on with the next project. We’re about to start looking at vendors of integration and SOA solutions on the mainframe with the REPAMA methodology.
It’s really interesting (well if you’re a marketing analyst) when you start a new project. You have to leave a lot of your preconceptions behind. If you’re reverse engineering the marketing strategy from a vendor’s go to market material, it’s quite wrong to form firm opinions about the results before you even start the analysis.
I mean, if I were… Continue reading
Posted in All Blog Categories, communication, go-to-market, positioning, SOA and Integration, Vendor-Related Posts | datadirect, gt software, hostbridge, ibm, mainframe integration, mainframe soa, marketing strategy, microfocus, progress software, rocket software, soa software, software ag | 3 Comments“We all target the same prospects”
We all target the same prospects!
I hear this a lot in the high-tech marketing world. Organisations tell me that when they are prospecting they and their competitors target the same organisations and the same people.
I want to highlight how assumptions like this can be very dangerous in competitive marketing. It’s lazy to assume that your closest competitors are saying the same thing to the same people as you are targeting.
Sure there are major similarities in most highly competitive markets but when Lustratus studies the protagonists and their relative offerings in detail we always find significant clear blue water between them.
We developed the REPAMA methodology to bring a little clearer insight into competitive marketing. … Continue reading
Posted in All Blog Categories, communication, high performance middleware, marketing, Marketing Strategy, positioning, Vendor-Related Posts | 29West, ibm, Latency Busters Messaging, LBM, LLM, low latency messaging, marketing strategy, messaging, middleware, positioning, Solace Content Router, solace systems | 1 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.