Cloud as a Market Message for Enterprise Organizations is a Major Success for MARCOM Efforts by Enterprise IT ISvs

The general public maintains a high level of recognition for cloud computing offers. There is no lack of publicity on these services. Further, the public makes daily use of cloud computing systems for mobile devices, through email services like GMAIL, etc.

Enterprise organizations, on the other hand, have been slower to embrace browser based shared services offered over the Internet. We think that enterprise attitudes about these services is actually changing towards a more favorable view. We attribute this growing embrace of cloud computing options to highly effective marketing communications from enterprise IT ISVs.

We like these MARCOM efforts. Through them, cloud computing options have now been branded as not only a high value proposal for buyers, but also a high value proposal for the ISVs, themselves. The overall message is now credible. Buyers and sellers stand to benefit from increased adoption of the cloud. Therefore, we think it very likely that enterprise organizations, in increasing numbers will embrace these options.

As we look further into what we take to be a positive transformation for the cloud message for enterprise organizations, we will propose that the entire discussion is now quite typical of a discussion about commodities. We can’t help but observe that IT ISVs have pervasively adopted cloud systems as the preferred method of developing future applications because their costs for development are substantially lower via this strategy.

In fact, desktop computing has now come full circle. The typewriters and adding machines that were once ubiquitous have now evolved into virtual desktop software clones, and, necessarily, no less a commodity than they were in the past.

We will also demonstrate why it makes sense that the hardware devices used to process this software — personal computers — have also become vulnerable to devices with features that appeal, successfully, to the evolving needs of consumers who find themselves spending more time processing work remotely, and, often enough, while in transit. In fact, as we will demonstrate, the feature set of PCs proved to be substantially more than the market required. The diminishing sales of these products, together with the falling fortunes of manufactures who sell desktop and notebook computers, are a testimony to the truth of the product marketing principle that the best approach to designing product features is to strive to deliver a solution that meets the minimum requirements of a market.

In sum, the entire office computing marketplace is commodity driven. We think it makes sense for competitors in this market to staff up with personnel with deep experience marketing and selling commodities — whether automated, or not.

© IMB Enterprises, Inc. & Ira Michael Blonder, 2012 All Rights Reserved

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