Mature ISVs converge and compete on the “productivity” theme

Microsoft, Google, and the recently announced joint marketing effort by Apple and IBM, are all presenting solutions to the consumer market for computing solutions around the theme of “productivity”. But, in stark contrast to how this type of competition plays out around commodity hardware (smart phones, tables, PCs, laptops), each of these ISVs is working hard to articulate a niche, highly differentiated message.

Satya Nadella, CEO of Microsoft mentions “productivity” as early as two and a half minutes into the forty nine minutes of the Microsoft Cloud Briefing event, which was held on October 20, 2014 in San Francisco. The core, mission-critical foundation stone of this brand message is, as follows: in 2014 there is simply too much information. Too much information results in no information (kind of like Samuel Coleridge’s line from his Rhyme of the Ancient Mariner, “water, water everywhere, but n’ary a drop to drink”). So the real imperative driving (and you can substitute your favorite mature ISV on this one) product marketing for computing is acquiring, understanding, categorizing, and prioritizing all of this information, behind the scenes (via machine learning) so an individual can do something with it.

Whether the solution is Delve, or Google Now, or Watson really doesn’t matter. Each of these intelligence platforms is out there to service individual needs to better manage information in a world where, literally, one thousand times the amount of information is available, at comparatively little or even no cost. Each of the competitors in this market is betting on the enormous value of this low cost pool of information, once it is packaged effectively, for consumers.

It’s refreshing to see how none of these competitors has reverted to a “competition to be the best” strategy. The market for the type of computing capability behind the notion of “productivity” as each industry spokesperson articulates it, promises substantial revenue. Treating it as a commodity would be real fool’s play.

Ira Michael Blonder

© IMB Enterprises, Inc. & Ira Michael Blonder, 2014 All Rights Reserved

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