An Interesting Piece on Value Propositions from ITSMA

Whilst carrying out some research recently I realised that I need to arrive at a more granular categorisation of the types or categories of value propositions that vendors use. And in attempting to do that I stumbled across an interesting read on the ITSMA site entitled Why You Need Three Different Types of Value Propositions. […]

Cloud 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 […]

Updated Lustratus REPAMA Guide

Just a quick note to say that I’ve updated the Lustratus REPAMA Guide to version 1.1. I’ve added three more studies that have been part of our analysis for some time but hadn’t quite found their way into the guide. These are: Depositioning focus Differentiation strategy Perceived threat All of these studies are concerned with […]

REPAMA Segment Analysis Study into Cloud Computing – Part 1 Taxonomy

In putting together our REPAMA analysis into the go-to-market strategies of the vendors in the cloud computing space, we first must arrive at an agreed segmentation of the market. This blog documents that process. OK so as I mentioned here, I am going to carry out a series of REPAMA Segment Analysis Studies into the […]

The Psychology of Decision Making

Carrying on from my blog on “corporate shyness”, I’m looking here at the different ways we evaluate information and make decisions. The first thing to say is that this is a big subject and one that others are much better qualified to cover than I am. Myers-Briggs has led much of the work on personality types […]

Different differentiation for diffidents? (Corporate Shyness)

I hope you like the alliterative heading for the blog which was born from some work I’ve been doing recently for a client.  I’m not sure that diffident is exactly the right word but there was no way that I was going to ditch it when it looks so beautiful set against all those “diff” […]

Updated 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 […]

Standards-based marketing – an antidote “Be holier than thou” Part 6

So closing out this series of posts looking at differentiation in markets where technical standards have caused little technical difference between products, I’m going to look at standards bodies and technical education as a technique to create differentiation. Preach the gospel – Educate The first point to make is that in my experience products that […]

Standards-based marketing – an antidote “Partner” Part 5

I’m carrying on this series of posts on how vendors can differentiate themselves in the market when technical standards have had the effect of removing significant functional difference between competitive products. This time I’m going to look at partnering to create differentiation in your offer.  Whilst the product proposition will remain materially similar to that […]