September 8, 2008

The layered messaging marketing model as applied to Netezza

I just put up a post claiming that enterprise IT marketing arguments commonly boil down to one of two layered messaging templates. Let’s test how that claim applies to one of the most innovative technology companies of this decade: Netezza.

Netezza data warehouse appliances (proof-today stack)

Much of Netezza’s market success comes from being seen as the only or most-proven supplier of a cheaper/better data warehousing alternative. Customer momentum is utterly central to that image. It will be interesting to see what happens when a couple of other rivals (e.g., Greenplum, Vertica) also start exhibiting robust customer bases.

Netezza data warehouse appliances (sustainable-lead stack)

Netezza’s technical messaging isn’t quite as smooth. They certainly have a nice story, but it has holes. Many people see proprietary hardware designs as a weakness, and aren’t convinced that the benefits are so large as to compensate. There are lower-priced rivals. Feature advantages vs. newer vendors aren’t that obvious upon close inspection. And so on.

In my opinion, the flaw is that Netezza needs to be somewhat more aggressive about trumpeting the benefits of its proprietary designs than it has been. Doing so would let Netezza make a strong, coherent technology pitch, to a greater extent than it now does. If Netezza takes that strategy to extremes, it could become yet easier for rivals to tar them with the “proprietary” pitch. But the dial should be set somewhat higher than it now is.

But while I can criticize some details of Netezza’s messaging – mainly, that there isn’t quite enough of it – I don’t see anything that contradicts the overall layered framework that I’ve begun to spell out.

Comments

2 Responses to “The layered messaging marketing model as applied to Netezza”

  1. Enterprise IT marketing — a layered messaging model | Strategic Messaging on September 8th, 2008 2:54 am

    [...] the layered messaging model against specific enterprise IT examples such as Netezza and [...]

  2. Log Buffer #114: A Carnival of the Vanities for DBAs on September 12th, 2008 2:16 pm

    [...] 3.0 – The layered messaging marketing model as applied to Netezza Mon, Sep 8, 2008 6:51 AM I just put up a post claiming that enterprise IT marketing arguments commonly boil down to one of two layered messaging templates. Let’ s test how that claim applies to one of the most innovative technology companies of this decade: Netezza. Netezza data warehouse appliances (proof-today stack) All the benefits of business intelligence and data mining, […] [...]

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