There are, by my count, 159 vendors categorized in the content marketing part of his uberstack.
Some quick analysis of this collection:
First of all, a blob of logos is hard to relate to (but it looks intriguing, so I know why Scott does it). To see the 'content marketing' vendors in a more usable way, I made a list in this spreadsheet (three relevant colums: all 159 vendors, the 89 new ones he added this year, and the 21 that departed, for varying reasons).
Only a small handful of these vendors would ever be considered as an enterprise content marketing platform. Nine of these vendors made that cut last year.
The longer and harder you look at any space, the more vendors you will find. Vendors that were new this year, but which have been around for several years, include DivvyHQ, Inpowered, Livefyre, Oracle Content Marketing, Nativo, Outbrain, Pressly, Sprinklr, Taboola, TechValidate, TrackMaven, and Uberflip. It's possible many other of the 89 'new' entrants are not new, but I don't know them as well.
Only three of the 21 departed from the space are 'presumed dead'. The remainder were recategorized, pivoted or acquired (Storify by Livefyre, and Docalytics by Contently). Some pivots are likely equivalent to 'presumed dead' (in the content marketing space).
When I read articles like today's WSJ article on mutual funds exiting high tech startups and triangulate the content with Forrester client interactions over the last 12 to 18 months (and some rumors) I am now becoming convinced that there will be some Business Intelligence (BI) and analytics vendor shake ups in 2016. Even though according to our research enterprises are still only leveraging 20%-40% of their entire universe of data for insights and decisions, and 50%-80% of all BI/analytics apps are still done in spreadsheets, the market is over saturated with vendors. Just take a look at the 50+ vendors we track in our BI Vendor Landscape. IMHO we are nearing a saturating point where the buy side of the market cannot sustain so many sellers. Indeed we are already seeing a trend where large enterprises, which a couple of years ago had 10+ different BI platforms, today usually only deploy somewhere between 3 and 5. And, in case you missed it, we already saw what is surely to be a much bigger trend of BI/analytics M&A - SAP acquiring mobile BI vendor Roambi. Start hedging your BI vendor bets!
Several events over the past few months in China will affect both the IT procurement strategy of Chinese organizations and the market position and development of local and foreign IT vendors, including:
A government-led push away from foreign IT vendors. Amid security concerns, the Chinese government has issued policies to discourage the use of technology from foreign IT vendors. As a result, many IT and business decision-makers at state-owned enterprises (SOEs) and government agencies have put their IT infrastructure plans — most of which involved products and solutions from foreign IT vendors — on hold. They’ve also begun to consider replacing some of their existing technology, such as servers and storage, with equivalents from domestic vendors. This is significant given that government agencies and SOEs are the key IT spenders in China.
A trend to get rid of IBM, Oracle, and EMC. Alibaba was an early mover, replacing its IBM Unix servers, Oracle databases, and EMC storage with x86 servers, open source databases like MySQL and MongoDB, and PCIe flash storage. This has evolved into replacing these foreign products and solutions with ones from local Chinese vendors. For example, Inspur launched the I2I project to stimulate customers to drop IBM Unix servers in favor of Inspur Linux servers to support business development. The Postal Savings Bank of China, China Construction Bank, and many city commercial banks have started deploying Inspur servers in their data centers. However, this only affects the x86 server and storage product market: While domestic vendors can provide x86 servers and storage, they still have no databases to replace Oracle’s.
What’s happening (that’s important) in the world of content marketing? This is your fortnightly round-up of the best of the best stuff online for marketers who think about content; for the previous “Fortnights”, go to the bottom of the post. (And for more information about what the Content Marketing Fortnight is, see my intro from the first one. Get this curated newsletter in your inbox every other week – send me a mail.)
I recently spent an hour with Hewlett-Packard executive Stephen DeWitt, a longtime leader at the company who is currently leading up HP’s enterprise marketing efforts. I wanted to learn more about the value proposition of products and services HP is selling to infrastructure & operations professionals and to understand HP’s vision of the future for enterprise customers.
“It’s easy to think of HP as a ‘PC and printing’ company – and we’re obviously a huge player in those traditional product areas – but we have a broader vision for enterprises and for workers…all built around the new style of IT,” Stephen told me. “Our new enterprise campaign, for example, is going to introduce people to the degree of breakthrough innovation we are providing customers today, and how co-innovating with HP can empower your business in the dramatically changing world ahead.”
Q: What’s HP’s overall vision for enterprise solutions? How do you make that vision tangible and concrete for your customers?
HP is a portfolio company, from core to periphery, from cloud to the device. We work very closely with our customers to provide end to end solutions rather than just ad hoc or best of breed products, and we focus on solving for business outcomes and co-innovating with our customers.
During its European Analyst Summit in London, Huawei provided details regarding two crucial elements of its expanding market positioning: It outlined its intention to launch mobile devices and enterprise solutions. Although Huawei has been engaged in these activities in China for some time, it is a new and exciting step for its European strategy. Competitors should not underestimate Huawei’s ability to take business away from them in these areas.
Huawei’s mobile device range for Europe is small, but very effective. The company targets the low-end smartphone segment with a €100 device (Blaze), the mid-market (Vision), and high-end (Honour), in addition to a tablet (Media Pad). The marketing strategy is to position these devices as affordable, easy-to-use, and reliable (i.e., the “Volkswagen of the mobile devices”). All devices are touch, have fast processors, crisp screens, and retail at about €100 below competitors’ offerings. Timing is good for Huawei, given the relative weakness of the competitive landscape, especially RIM and Sony Ericsson. Initial customer feedback on sites such as Amazon.com reflects positive customer experiences.
The fact that Huawei has no consumer brand in many European countries should not be a great obstacle. Rather, Huawei could use this factor in order to involve its emerging customer base to build a brand using social networking and viral marketing. Traditional big-board advertising campaigns would be pointless: Nokia will dominate the traditional channels with its Lumia campaign in the coming months. The main channels for Huawei will be MVNOs like Fonic, consumer electronics outlets like Phone4U, as well as selected larger operators.
I was traveling for the past couple weeks in the United Kingdom to meet with clients. Following a set of very successful meetings I ran into a bit of trouble. Just as I was planning to return home a volcano in Iceland erupted and brought air travel in Europe to a standing halt. I had to spend an additional 6 days in London. I never thought I would utter that combination of words, it just goes to show that sometimes truth is stranger than fiction.
(picture credited to AP Photo/Icelandic Coast Guard)
All things considered I can't complain too much. Obviously it is never fun to have travel plans disrupted or to be away from family longer than anticipated. But there are far worse places to be stranded than London! It's a wonderful city. And I have many clients, colleagues and friends there, so I kept quite busy, and was able to work from Forrester's London office while awaiting the green light to come home. About a dozen Forrester employees were in a similar situation, and the company did a great job of making sure we were ok and provided much needed support; I'm sure many travelers were not so fortunate.
It is interesting how the web became my constant companion as I made my best efforts to stay productive during the crisis and find my way home. I frequented the travel websites (American Airlines, Marriott), the UK and EU air transport authorities (NATS), news sites (BBC and Sky), and most of all Twitter (#ashtag) to stay up to date on the volcano news and ensure that I had a place to sleep every night, and a seat reserved on the earliest flight home. Turning to Twitter for real-time, crowdsourced news was a real revelation: they often scooped the big news websites; and it provided a sense of community, a lot of us were stuck in this mess together!
Greetings from beautiful Salt Lake City, Utah, where I'm at the 2010 Omniture Summit. It's been a good week, I must say that my favorite part has been the opportunity to meet with so many web analytics practitioners, friends, Forrester clients and the Omniture team. If you didn't attend but are interested in getting a feel for the event, check out the Twitter hashtag, #omtrsummit.
I am pleased to announce that this week we are initiating the research process for the inaugural Forrester Wave™ evaluation of Online Testing and Targeting platforms. We plan to publish this Wave report in the third quarter of 2010. Upon completion this research will be distributed to senior marketing executives at hundreds of large marketing organizations globally.
The first phase of the process is to determine the field of vendors who comprise the Online Testing and Targeting landscape. We have already identified and contacted a number of companies who participate in the market via previous research efforts.
Forrester is actively innovating our use of social media, and this extends to the research process. I would like to solicit your input through two modes of participation:
1. If you are a practitioner, please share which Online Testing and Targeting vendors you currently or have previously used. Also please let me know if you would be interested in receiving followup communications to discuss your experiences with vendors and online testing in general.
2. If you represent a vendor in the Online Testing and Targeting space and would like to be considered for inclusion in the Wave report please let me know and we'll send you our preliminary vendor survey to complete and submit.