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proposition segmentation

Cloud Computing Taxonomy – A Nice Definition With a Little Structure too – Part 3

Published September 2, 2009 | By Danny Goodall

As mentioned earlier in these pages I’m documenting my quest to arrive at a market segmentation model of the cloud computing market. This will allow me to perform a series of REPAMA competitive marketing studies into various vendors in the cloud computing space. I’m uncovering more and more interesting research as I go and one such piece is described below.

The smart people at NIST (The US Governmental agency responsible for something or other – standards I think) have released some interesting work on cloud computing. Aimed at reaching a common set of definitions around cloud computing and its use cases, but recognising that these will change over time, their work can be found here.

I’ve reproduced some sections… Continue reading →

Posted in All Blog Categories, cloud computing, Competition and Competitive Intelligence, go-to-market, marketing, Marketing Strategy, product marketing, segmentation, taxonomy |

Tagged cloud computing, competitive, Danny Goodall, definitions, Lustratus, market taxonomy, marketing strategy, NIST, Peter Mell, product marketing, proposition segmentation, REPAMA, Strategic Marketing, Tim Grance |

Cloud Computing REPAMA – Taxonomy and the Role of Professional Services – Part 2

Published September 1, 2009 | By Danny Goodall

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 |

Tagged 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. |

Running the REPAMA rule over…Cloud Computing

Published August 18, 2009 | By Danny Goodall

I have decided that the time is now right to take a detailed look at the marketing strategies and tactics adopted by the various vendors in the different market segments that make up the cloud computing market. This means that we’ll be carrying out a series of REPAMA Segment Analysis Studies to nail down how some of the vendors are taking their products to market. We’ve already looked at high-performance messaging, ESBs, BPM, Mainframe SOA and SOA adoption generally so now it’s the turn of cloud computing.

Lustratus has helped a number of cloud vendors with their go-to-market strategies and tactics over the last couple of years and one thing has been clear. It has been a… Continue reading →

Posted in All Blog Categories, cloud computing, Competition and Competitive Intelligence, go-to-market, marketing, Marketing Strategy, positioning |