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 | 
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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 commentEnterprise Service Bus (ESB) REPAMA findings published
Just a quick note to say that the REPAMA Segment Analysis Study into the Enterprise Service Bus (ESB) has been published on the Lustratus.com site. The ESB is a segment that Lustratus knows well as we’ve carried out strategic marketing work for most of the key protagonists at some point. That said, there were a number of surprises – chief amongst these was some of the competitive differentiation strategies that we saw as well as the markedly different approach taken by Microsoft.
The study reverse-engineered the go-to-market strategies of the following vendors and products:
- Microsoft ESB Guidance 1.0
- Oracle Service Bus
- Progress Sonic ESB
- TIBCO ActiveMatrix Service Bus
In reaction to client feedback, we’ve published two sets… Continue reading
Posted in All Blog Categories, communication, Competition and Competitive Intelligence, esb, go-to-market, marketing, Marketing Strategy, positioning, product marketing, SOA and Integration, Vendor-Related Posts | competition, competitive, Danny Goodall, esb, ESB Guidance, marketing strategy, microsoft, oracle, Oracle Service Bus, Progress, Progress Sonic ESB, REPAMA, Sonic ESB, tibco, TIBCO ActiveMatrix Service Bus | Leave a commentPart 8 – The “OUR PRODUCT [has this unique selling proposition] element from the positioning statement
The Unique Selling Proposition
Throughout this series of blogs I’ve been examining the format of the positioning statement that we use in our REPAMA consultancy and analysis services.
In this final entry in the series I’m going to close out by looking at the pay-off, the crescendo, the exclamation mark at the end of the positioning statement – the USP or unique selling proposition.
But first, and for one last time, let’s take a look at this element in the context of the complete positioning statement.
FOR [the ideal customer] WHO [has this specific pain or problem] OUR [product name] IS A[product category] THAT PROVIDES [this main benefit and reason… Continue reading
Posted in All Blog Categories, communication, Competition and Competitive Intelligence, esb, go-to-market, marketing, Marketing Strategy, product marketing, usp, Vendor-Related Posts | benefit, competition, competitive, Danny Goodall, esb, ESB Guidance, Lustratus, marketing strategy, microsoft, oracle, positioning, positioning statement, product marketing, REPAMA, Strategic Marketing, strategy, tibco, usp | 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.