November 12, 2008

Positioning Choices in the Analytic DBMS Market

For the first time in ages, I put up a Monash Advantage Members-only Monash Letter at Passwords can be obtained from my principal contacts at each Member. (If you can’t guess who that is at your company, please feel free to contact me directly.)

The subject is Positioning Choices in the Analytic DBMS Market. (Aka data warehouse DBMS, data warehouse appliance, analytic appliance, or whatever.) I proposed eight ideas that I think work, but they overlap a lot – four are variants on “great price/performance” and three are variants on “the safe choice.” I also called out a few that I don’t think work, including at least one that one of my clients is pretty much betting the company on.

Obviously, there’s a huge amount of research backing up this analysis over on DBMS2. (Just one example – my recent Teradata product line overview.) But I also invoked some underlying marketing theory. Part of that has been posted on Strategic Messaging. Other exists only in very crude draft form. (Sadly, that’s what my whole company website used to look like, until Melissa Bradshaw rescued it.)


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