What do IBM and Microsoft do when Oracle has a captive audience?

by Dennis Byron on November 13, 2007

When I did soft­ware mar­ket­ing back in the day, user group meet­ings were not major events. The key information-technologist and IT-staff meet­ings of the year were the spring and fall ACM/DPMA/IEEE/etc. “Joint” con­fer­ences in the 1960s fol­lowed by the annual National Com­puter Con­fer­ence (NCC) in the 1970s and—in the 1980s—the geeky tradeshow that prob­a­bly single-handedly drove the mob out of Las Vegas, Comdex. From a mar­ket­ing per­spec­tive, every IT sup­plier was on a level play­ing field in try­ing to get the atten­tion of the press and prospec­tive customers.

Begin­ning in the 1990s, smarter soft­ware mar­ke­teers than my generation’s fig­ured out it would be much bet­ter to deal with a cap­tive audi­ence of already com­mit­ted cus­tomers. Thus IT sup­pli­ers began to put the full court press on their own user con­fer­ences and the great all-comer IT trade shows faded away.

I noticed today that that idea has lead to another mar­ket­ing tech­nique. Rather than give the com­pany hold­ing its user con­fer­ence the entire weekly news/blogger cycle, which this week could have been Oracle’s (ORCL) with its Open­World begin­ning Novem­ber 12 in San Fran­cisco, the other guys’ PR folks try to come up with a news blast that can’t be ignored. Hats off to IBM (IBM) with its pro­posed pur­chase of Cog­nos (COGN), announced on Novem­ber 12, and Microsoft (MSFT) with its Novem­ber 12 roll­out of Win­dows Server 2008 details. Of course, IBM would say that they could not con­trol the tim­ing of the release of the Cog­nos deal once it was signed and Microsoft is hold­ing its Euro­pean TechED in Barcelona this week.

So the ques­tion is does Ora­cle have any news blasts itself to counter the IBM and Microsoft efforts? Based on Charles Phillips kick-off keynote, the answer is a resound­ing “maybe.” In addi­tion to the usual plat­i­tudes about mar­ket and tech­nol­ogy lead­er­ship in the var­i­ous seg­ments of its busi­ness (database/middleware and appli­ca­tions) in his keynote, Phillips joined with the “new” head of all Ora­cle devel­op­ment, Chuck Rozwat to demon­strate some mildly inter­est­ing new prod­ucts. (With John Wookey’s recent demotion/departure, Rozwat now moves into a spot at Ora­cle that has about the half-life of a base­ball manager’s.)

To kick things off, the pair demonstrated:

  • Some rehashed appli­ca­tions fea­tures which I would sum­ma­rize as “no news blasts here.”

    • Appli­ca­tion inte­gra­tion archi­tec­ture fea­tures that looked like SAP (SAP) BAPIs from the late 1990s, even lead­ing with the order-to-cash exam­ple that has had a longer “demo shelf life” than Steve Jobs
    • Com­pli­ance stuff inher­ited with the Log­i­cal Apps acqui­si­tion based on active gov­er­nance and a lot of last-year yawn on Sarbanes-Oxley
    • For­mer Agile PLM func­tion­al­ity designed to demon­strate Oracle’s best of breed plus suite strategy
  • Some pos­si­bly inter­est­ing infra­struc­ture stuff that might be more impor­tant than the demo illus­trated. These included

    • Fusion 10g mid­dle­ware beta (implicitly)
    • Enter­prise Man­ager and Soft­ware Con­fig­u­ra­tion Man­age­ment functionality
    • Ora­cle VM, based on the Xen open source vir­tu­al­iza­tion soft­ware, which looks like it will let users vir­tu­al­ize both appli­ca­tions as well as servers, includ­ing Linux servers

The show goes on all week at Moscone and there maybe a news blast buried some­where. In terms of invest­ment poten­tial, unless Ora­cle uses the new Enter­prise Man­ager func­tion­al­ity to more directly take on BMC (BMC) and CA (CA) or the VM prod­uct to be more aggres­sive in its Red Hat (RHT) Linux pro­gram, this week’s PR bat­tle looks like “advan­tage” IBM and Microsoft.

–Den­nis Byron

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