Success Stories and Case Studies do serve a purpose for enterprise technology consumers
If ISVs with offerings targeted to enterprise computing markets needed any more indication of the importance of case studies and success stories, they likely got what they needed in an article written by Elizabeth Dwoskin, which was published on December 16, 2014 on the Online Wall Street Journal web site.
The title of Dwoskin’s article is The Joys and Hype of Software Called Hadoop. The reason her article should alert any ISVs still in the dark as to why they absolutely require a marketing communications effort, which will produce success stories and case studies can be found in the following quote:
- “Yet companies that have tried to use Hadoop have met with frustration. Bank of New York Mellon used it to locate glitches in a trading system. It worked well enough on a small scale, but it slowed to a crawl when many employees tried to access it at once, and few of the company’s 13,000 information-technology workers had the expertise to troubleshoot it. David Gleason, the bank’s chief data officer at the time, said that while he was a proponent of Hadoop, ‘it wasn’t ready for prime time.'” (quoted in entirety from Dwoskin’s article in the WSJ. I have provided a link to the entire article, above and encourage readers to spend some time on it)
This comment from a large enterprise consumer — BNY Mellon — which can be read as less than positive, can (and likely will) do a lot to encourage peers to look a lot closer at Hadoop prior to moving forward on an implementation.
Bottom line: enterprise businesses do not like to proceed where their peers have hit obstacles like the one Gleason recounts in his comment. Peer comparisons are, arguably, a very important activity for enterprise business consumers. So ISVs working with Hadoop on big data offers, or NoSQL databases and related analytics need to make the effort to queue up positive comments about consumer experiences with their products.
I recently wrote a set of posts to this blog on Big Data, NoSQL and JSON and must admit to experiencing some difficulty finding the case studies and success stories I needed to gain a perspective on just how enterprise consumers have been using products presented as solutions to the market for these computing trends. Hortonworks, on the other hand, is an exception. So I would encourage any readers after the same type of testimonial content about customer experience with products to visit Hortonworks on the web.
Ira Michael Blonder
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