When Cisco began shipping UCS slightly over two years ago, competitor reaction ranged the gamut from concerned to gleefully dismissive of their chances at success in the server market. The reasons given for their guaranteed lack of success were a combination of technical (the product won’t really work), the economics (Cisco can’t live on server margins) to cultural (Cisco doesn’t know servers and can’t succeed in a market where they are not the quasi-monopolistic dominating player). Some ignored them, and some attempted to preemptively introduce products that delivered similar functionality, and in the two years following introduction, competitive reaction was very similar – yes they are selling, but we don’t think they are a significant threat.
Any lingering doubt about whether Cisco can become a credible supplier has been laid to rest with Cisco’s recent quarterly financial disclosures and IDC’s revelation that Cisco is now the No. 3 worldwide blade vendor, with slightly over 10% of worldwide (and close to 20% in North America) blade server shipments. In their quarterly call, Cisco revealed Q1 revenues of $171 million, for a $684 million revenue run rate, and claimed a booking run rate of $900 million annually. In addition, they placed their total customer count at 5,400. While actual customer count is hard to verify, Cisco has been reporting a steady and impressive growth in customers since initial shipment, and Forrester’s anecdotal data confirms both the significant interest and installed UCS systems among Forrester’s clients.
A recent RFP for consulting services regarding strategic platforms for SAP from a major European company which included, among other things, a request for historical and forecast data for all the relevant platforms broken down by region and a couple of other factors, got me thinking about the whole subject of the use and abuse of market share histories and forecasts.
The merry crew of I&O elves here at Forrester do a lot of consulting for companies all over the world on major strategic technology platform decisions – management software, DR and HA, server platforms for major applications, OS and data center migrations, etc. As you can imagine, these are serious decisions for the client companies, and we always approach these projects with an awareness of the fact that real people will make real decisions and spend real money based on our recommendations.
The client companies themselves usually approach these as serious diligences, and usually have very specific items they want us to consider, almost always very much centered on things that matter to them and are germane to their decision.
The one exception is market share history and forecasts for the relevant vendors under consideration. For some reason, some companies (my probably not statistically defensible impression is that it is primarily European and Japanese companies) think that there is some magic implied by these numbers. As you can probably guess from this elaborate lead-in, I have a very different take on their utility.
Entering into a new competitive segment, especially one dominated by major players with well-staked out turf, requires a level of hyperbole, dramatic positioning and a differentiable product. Cisco has certainly achieved all this and more in the first two years of shipment of its UCS product, and shows no signs of fatigue to date.
However, Cisco’s announcement this week that it is now part of Microsoft’s Fast Track Data Warehouse and Fast Track OLTP program is a sign that UCS is also entering the mainstream of enterprise technology. The Microsoft Fast Track program, offering a set of reference architectures, system specification and sizing guides for both common usage scenarios for Microsoft SQL Server, is not new, nor is it in any way unique to Cisco. Fast Track includes Dell, HP, IBM, and Bull. The fact that Cisco will now get equal billing from Microsoft in this program is significant – it is the beginning of the transition from emerging fringe to mainstream , and an endorsement to anyone in the infrastructure business that Cisco is now appearing on the same stage as the major incumbents.
Will this represent a breakthrough revenue opportunity for Cisco? Probably not, since Microsoft will be careful not to play favorites and will certainly not risk alienating its major systems partners, but Cisco’s inclusion on this list is another incremental step in becoming a mainstream server supplier. Like the chicken soup that my grandmother used to offer, it can’t hurt.