A Comment on 10 Defining Points for Cloud Computing
I was reading Robin Bloor’s blog entry from earlier in the year recently where he makes some interesting points. But I’m not sure that I agree with all of them…
Robin attempts to identify some of the defining characteristics of cloud computing but I get the feeling that he is starting from a slightly cynical stand point. And whilst I agree that vendor and service provider marketing tactics have created a great deal of hype, I feel others must also share some of the blame for the confusion in the space.
Anyway, his 10 Defining Points for Cloud Computing blog entry is here. I tried to post a comment but as it appears that it’s still… Continue reading
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 have developed through the process of ratification of technical standards, first find an audience amongst the technical community. This means that there is an opportunity, albeit with a finite window of opportunity, to become the first vendor to provide education together with access to evaluation software for these early technical evaluators.
I’ve had first hand experience of this early stage marketing exercise. We… Continue reading
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Leave a commentStandards-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 of the standards-driven competition, a proposition carved from the synergies of the product and a strategic partner can be beneficial.
Partnering – Other complimentary vendors
As I suggested in this post, broadening the product portfolio is one way to create differentiation. Whilst this can be done through internal product development, it is also possible to broaden the product proposition through strategic partnerships.… Continue reading
Posted in All Blog Categories, communication, Competition and Competitive Intelligence, differentiation, go-to-market, marketing, Marketing Strategy, Marketing Tactics, positioning, product marketing | competition, competitive, Danny Goodall, Lustratus, marketing, messaging, Partner, Partnering, positioning, product marketing, REPAMA, standards, Strategic Marketing | 1 CommentStandards-based marketing – an antidote “Broaden the Debate” Part 4
Part 4 – Broaden the Debate
I’m continuing this series of blogs here by looking at the techniques that software vendors can use to create the “illusion” of differentiation in markets where technical standards have led to little material product difference.
So moving on from my last blog where I looked at the way an organisation can differentiate based on the way that they sell, this entry will look at techniques to move the focus away from the technology and onto some other element of the proposition where real differentiation between vendors exists.
I should perhaps first acknowledge that achieving this sort of holistic approach to taking a proposition to market is not the work of moments. It takes… Continue reading
Posted in All Blog Categories, communication, Competition and Competitive Intelligence, differentiation, go-to-market, marketing, Marketing Strategy, Marketing Tactics, positioning, product marketing | competition, competitive, Danny Goodall, differentiation, Lustratus, marketing strategy, product marketing, REPAMA, standards, Strategic Marketing | Leave a commentStandards-based marketing and identical twins – the nemesis of differentiation
At the risk of sounding like I’m repeating myself, once again I’ve just got off the phone from a friend and ex-colleague. This is a different friend and a different conversation to my last blog entry, and this time he was looking to do me a favour rather than picking my brains for free. Which was nice.
Anyway, after a while we got on to the subject of how sales of his organisation’s SOA, ESB and BPM offerings were going. A mixed bag was his response. “Where it’s good it’s very good and where it’s tough it’s very tough” was his view.
My mate is in sales looking after a geographic and industry-focused region for a… Continue reading
Posted in All Blog Categories, communication, Competition and Competitive Intelligence, go-to-market, marketing, Marketing Strategy, Marketing Tactics, positioning, product marketing | alternative, BPM, competition, competitive, Competitive Marketing, competitors, Danny Goodall, differentiation, esb, Lustratus, REPAMA, soa, standards, standards-based marketing | 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.