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 commentThe Characteristics of a Technology Reading Ease Index
I wrote the other day about the need for a Technology Reading Ease Index. I’ve been thinking about how it might work so here are my current thoughts.
The problem I am looking to solve is that I want to be able to rate the readability of different technology vendors’ marketing copy. As I explained here, traditional readability indexes do a good job at rating the complexity of text, but do not recognise the domain knowledge that the author expects a reader to posses in order to understand it . So I’ve decided to build something on top of the existing readability indexes that takes into account the frequency and density of technological acronyms that are used.
This technology reading… Continue reading
What 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 commentVisualising competitive market intelligence – some early output from REPAMATron
As I mentioned in a previous post I’m in the process of automating REPAMA – our competitive marketing intelligence methodology. It’s quite a task and I’ve not been able to focus as much time on the project as I would have liked, but it’s coming along.
REPAMA visualises competitive intelligence. I created the REPAMA methodology to allow me to understand infrastructure software vendors’ marketing strategies and to allow me to compare one vendor’s strategy with another. REPAMATron is the project that is automating the manual REPAMA methodology. It’s going to take a number months to work through all of the algorithms to ensure that they are true to the manual REPAMA methodology. But I thought I’d share… Continue reading
Posted in All Blog Categories, Competition and Competitive Intelligence, Marketing Strategy, REPAMATron, research | Competition and Competitive Intelligence, competitive, Competitive Marketing, market element distribution (MED), natural language processing (nlp), nlp, REPAMA, REPAMATron, value proposition | Leave a commentI’ve created a monster… REPAMATron – A Search Engine for Competitive Marketing Intelligence?
…Well strictly speaking that should be I’m creating a monster. You see, I’m in the process of automating our REPAMA methodology. Let me explain.
I’ve been using the REPAMA competitive research methodology for many years to understand vendors’ marketing strategies. Long before the formation of Lustratus in fact. It wasn’t a strict methodology back then. It was a set of relatively loose processes, measures and classifications that I used to ‘score’ various elements of a specific software vendor’s marketing strategy.
I used the process when I worked on the vendor side in various senior marketing positions. It allowed me to understand how I could differentiate my company’s technology from our competitors. And to differentiate, first I had to know how… Continue reading
Posted in All Blog Categories, communication, Competition and Competitive Intelligence, differentiation, ideal customer, marketing, Marketing Strategy, Marketing Tactics, pain, REPAMATron | analysis, automated, competition, Competition and Competitive Intelligence, competitive, Lustratus REPAMA, marketing intelligence, nlp, REPAMA, REPAMATron, search engine | 6 CommentsPIPESCOM – Because the world needs yet another acronym…
I just can’t help myself. No seriously, I have no choice here but to introduce yet another acronym but at least this one doesn’t have three letters. So how did PIPESCOM come about and what does it mean?
Our REPAMA methodology compares and contrasts different vendors’ marketing approaches by reverse-engineering their positioning and messaging strategies. To facilitate easy comparison between vendors we must be able to categorise the way they approach different elements of their marketing strategy. And with that categorisation I’m afraid, comes acronyms.
To categorise how a vendor creates its value propositions we introduced MITICOR that denotes that a value proposition typically claims to deliver benefits that broadly fall within the following areas – Market, Income, Time,… Continue reading
Posted in All Blog Categories, marketing, research | commercial, Danny Goodall, ease of use, features, igidbu, interfaces, management, MITICOR, operational, packaging, PIPESCOM, process, REPAMA, speed | Leave a commentAppistry and 3Tera Under the REPAMA Microscope
I’ve just uploaded the first draft of my latest Cloud Computing REPAMA Segment Analysis Study.
This time I’ve looked at a couple of vendors in the Cloud Software / Cloud Management / Application Services Management segment (using the Lustratus REPAMA Cloud Computing market taxonomy / segmentation model). Specifically I’ve reverse-engineered the key go-to-market strategies of 3Tera and Appistry. I will add another couple of vendors to the study as time goes on but for the moment I thought these would be two good candidates to start with. They are very different companies with very different product approaches to solving similar, if not quite the same problems. I wanted to spend a little time here highliting some… Continue reading
Posted in All Blog Categories, Competition and Competitive Intelligence, differentiation, marketing, positioning | 3Tera AppLogic, Appistry, applications services management, cloudiq, Competition and Competitive Intelligence, differentiation, positioning, positioning statement, REPAMA, segment analysis study, value proposition | Leave a commentValue Proposition Categories – MITICOR
I’ve been working on a way of categorising value propositions for some time. I’ve arrived at something I refer to as MITICOR which I believe represents the atomic value proposition elements.
By this I mean that all business to business value propositions can be broken down into these 7 base elements. I’m sure I will refine this over time but for our purposes these elements allow us to analyse and categorise the different value propositions that vendors use in their go-to-market efforts.
So what do these categories refer to?
Market
Elements categorised as “Market” include value propositions that relate to the organisation’s market or competitive situation, new product or service introduction as well as the organisation’s marketing efforts… Continue reading
Posted in All Blog Categories, communication, marketing, Marketing Strategy | benefit, cost, decision making unit, dmu, income, institutional, market, MITICOR, operational, REPAMA, risk, time, value proposition | 3 Comments
- 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.