Tired of being perceived as a hardware only vendor, IBM Corp is this week expected to kick off a major worldwide advertising campaign aimed at boosting its image as a software supplier. It will use the Data Warehousing Institute show in San Diego to reposition its data warehousing and business intelligence products as the key […]
Tired of being perceived as a hardware only vendor, IBM Corp is this week expected to kick off a major worldwide advertising campaign aimed at boosting its image as a software supplier. It will use the Data Warehousing Institute show in San Diego to reposition its data warehousing and business intelligence products as the key building blocks of an enterprise’s e-business infrastructure. Also at the show, rivals Informix Corp and Oracle Corp will be out in force demonstrating new products and services aimed at vertical markets.
Although IBM has already invested millions of marketing dollars in its e-business media advertising campaign, the company is worried that customers perceive it as a hardware-only vendor. When it comes to software products, they look elsewhere, IBM says. The new advertising, dubbed internally as the placard campaign as the ads feature people holding wooden placards with slogans about IBM software painted across them, will attempt to reposition IBM as a one-stop-shop for all a company’s e-commerce requirements.
On top of the marketing blitz, sources also confirmed that the company will use the show to roll out the latest version of its data mining product, Intelligent Miner, as well as introducing a series of new consulting services targeted a specific vertical markets.
Informix Corp is another vendor looking to home in on niche markets with the expected release of its new BI software line, Informed Decisions. The release marks the company’s latest attempt to revamp its product line, following the acquisition of Red Brick in August 1998, to provide data warehouse offerings for vertical markets. It also comes on the heels of the company’s acquisition of embedded database and tools vendor, Cloudscape, last week.
A spokesperson for Informix told ComputerWire that Informed Decisions would be a combined suite including the latest versions of both its own data warehouse product, Informix Enterprise Decision Server 8.3 and Red Brick’s Decision Server 6.0, with Red Brick’s being aimed at the low-end market, while Informix’s offering is for high-end enterprises.
In addition, Informix has added new management features to Decision Server including the ability to run clustered server environments, while Red Brick’s product has been revamped to improve support for analytic applications. On top of that, the suite will also include a number of brand new vertical applications that Informix is expected to announce tomorrow under a series of new partnerships. The software vendor will initially target the telecommunications, financial services and marketing automation markets with offerings for retail, internet marketing and performance management to follow. Partners expected to share the stage tomorrow include Paragen Technologies Inc and Cytek Software Corp.
Oracle Corp was less forthcoming about what it’s up to at the show, but a spokesperson confirmed that the database giant is expected to make its first data mining announcements since the acquisition of Thinking Machines back in June. As part of its continued customer relationship management push (which will also see it form an alliance with Hewlett-Packard today – see separate story), Oracle will embed Thinking Machine’s data mining technology, Darwin, into its CRM applications later this month. The combined functionality will enable its customers to analyze customer data more effectively, the spokesperson said, although more details are expected this week. In addition, over the next few weeks Oracle is due to announce a series of partnerships with the aim of tweaking its BI applications for vertical markets.