Corporate Positioning       Q2FY07      Marketing
Outline    •Objective     Objective    •Market Analysis     Market      •J2EE app dev market       J2EE      •Customer iss...
Objectives    •Develop Positioning Deck     Develop      • Define the relevant market where our product competes (for the ...
Market Analysis4
Total Available Market – Analyst View    •$4.3B app dev worldwide in 2006     $4.3B          •Java segment is approximatel...
Total Available Market – Skyway View     TAM                                     Rationale     Cascade     $2,549B        ...
The IT Pain Chain                                                                                                         ...
Application Development – Issues    •Business Issues     Business          • Persistent competitive pressure to differenti...
Application Development – CIO Scorecard                                  can’                             >66% can’t innov...
Application Development – CIO Priorities10   Source: Gartner, 2006
Market Analysis – Summary     •$6B Java-solution market opportunity      $6B Java-     •IT Executives feel pain of broken ...
Market Positioning12
Market Positioning - Overview     •Perceptual mapping to frame positioning      Perceptual       • Charting the Prospect’s...
Perceptual Map – Java Application DevelopmentSpeed and Accuracy Attributes                      Fast                     D...
Skyway Positioning15
Skyway Positioning Statement     For            IT Executives at mid-tier enterprises ($500M - $5B)                    Nee...
Skyway Positioning StatementUnfolded                                                                                      ...
Skyway Positioning Statement UnfoldedCore Positioning Attributes     Core     Positioning   Supporting Messages     Attrib...
Skyway Core Positioning Attributes UnfoldedFaster Delivery Speed     Faster Delivery     Speed                       Skywa...
Skyway Core Positioning Attributes UnfoldedMore Accurate Solutions     More Accurate     Solutions                      Sk...
Skyway Product Differentiators UnfoldedSkyway Builder     Product     Differentiators -   Positioning Attribute – Faster D...
Skyway Product Differentiators UnfoldedSkyway Director     Product     Differentiators -   Positioning Attribute – Faster ...
Skyway Process Differentiators UnfoldedSkyway Interactive Prototyping     Process     Differentiators -     Skyway        ...
Skyway Process Differentiators UnfoldedSkyway Interactive Prototyping (continued)     Process     Differentiators -     Sk...
Skyway Process Differentiators UnfoldedSkyway Interactive Development     Process     Differentiators -     Skyway        ...
Implementation26
Skyway Positioning Strategy     •Use functional positioning approach      Use       •Position directly against the competi...
www.skywaysoftware.com28
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Corporate Positioning w Messaging Framework

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Corporate Positioning w Messaging Framework

  1. 1. Corporate Positioning Q2FY07 Marketing
  2. 2. Outline •Objective Objective •Market Analysis Market •J2EE app dev market J2EE •Customer issues and needs Customer •Summary Summary •Market Positioning Market •Perceptual map Perceptual •Summary Summary •Skyway Positioning Skyway •Positioning statement Positioning •Supporting information unfolded Supporting •Implementation Implementation2
  3. 3. Objectives •Develop Positioning Deck Develop • Define the relevant market where our product competes (for the relevant buyers) • Identify the attributes that define the relevant market • Collect information from a sample of customers about their perceptions of each product (and the relevant attributes of all products) in the relevant market • Determine the relevant buyer’s preferred combination of attributes buyer’ • Examine the fit between: • The position of our product; and • The preferred position for the relevant buyer • Drive our product placement to optimal position •Use as basis for subsequent collateral development Use3
  4. 4. Market Analysis4
  5. 5. Total Available Market – Analyst View •$4.3B app dev worldwide in 2006 $4.3B •Java segment is approximately 60% ($2.6B) Java •$5.2B (CAGR 7%) app dev worldwide by 2009 $5.2B •Java growth is 36% during same time period ($3.5B by Java 2009 or 67% share) •Trends Trends •SDLC is moving to Service Oriented Development of SDLC Applications (SODA) •Gaps in SODA Gaps • Service to UI integration • Service to BPM integration • Design Time to Run Time (and back to Design Time) transition5 Source: IDC, 2005 and Gartner, 2006
  6. 6. Total Available Market – Skyway View TAM Rationale Cascade $2,549B • North American firms with $500M - $5B annual sales (2006) • 1,523 firms $101.9B • 4% - typical IT budget as % of annual sales • Core vertical industries, such as Finance, Insurance, Government, Healthcare, Manufacturing, Retail $10.2B • 10% - typical new project budget (application delivery) as % of IT budget $6.1B • 60% - Java development as % of application development6 Source: Hoovers,Aberdeen & Info Tech Research, 2007, Gartner & McKinsey, 2006, and IDC, 2006
  7. 7. The IT Pain Chain Title: CEO Pain: Stock decline Reason: Margin decline Title: CFO Pain: Margin decline Reason: Loss of market share Title: Line of Business Vice President or General Manager Pain: Loss of market share Reason: Competitors innovate faster Title: CIO PLEASE help Pain: Competitors innovate faster Reason: Systems adapt more easily me!!! Title: Line IT Pain: Systems can’t adapt Reasons: Lack of synergy with end-user customers, integration and customization difficulties, communication complexity of distributed development7 Source: Gartner, 2006, IDC, 2006, and Standish Group, 2005, McKinsey, 2007
  8. 8. Application Development – Issues •Business Issues Business • Persistent competitive pressure to differentiate • Limited success in commercializing new business opportunities • New solutions often don’t include all the needed features and are don’ delivered late and over budget • Adoption-paralysis of newer, enabling technologies Adoption- •IT Issues IT • Existing tools and processes still not fully effective for delivering delivering accurate solutions on time • Gathering business requirements is slow and difficult and end users users only engage at the beginning and the end of the process • Declining data consistency and quality • Increasing levels of IT backlog • Culture of status quo, apathy, and complacency8 Source: Gartner, 2006 and Standish Group, 2005
  9. 9. Application Development – CIO Scorecard can’ >66% can’t innovate fast enough9 Source: McKinsey, 2007
  10. 10. Application Development – CIO Priorities10 Source: Gartner, 2006
  11. 11. Market Analysis – Summary •$6B Java-solution market opportunity $6B Java- •IT Executives feel pain of broken software delivery IT process •Inaccurate requirements lead to incorrect solutions Inaccurate •Slow, costly delivery process Slow, •IT Executives need a new way to deliver more IT end- accurate solutions more quickly to their end-user customers •They also need predictability, flexibility, value, security, They and reduced risks11
  12. 12. Market Positioning12
  13. 13. Market Positioning - Overview •Perceptual mapping to frame positioning Perceptual • Charting the Prospect’s perception of the “Java app dev ISVs’ Prospect’ ISVs’ capabilities” capabilities” • Using relevant market feedback to compare Skyway to our peers along core app dev issue attributes •Accuracy of solution attribute Accuracy • Prospects want the right solutions delivered all the time • Skyway uses collaborative, iterative delivery processes • Other ISVs utilize waterfall or quasi-agile delivery methods quasi- •Speed of delivery attribute Speed • Prospects want solutions delivered quickly • Skyway uses model-based tools model- • Other ISVs utilize proprietary and open-standard IDEs that rely heavily open- (or exclusively) on hand coding techniques13
  14. 14. Perceptual Map – Java Application DevelopmentSpeed and Accuracy Attributes Fast Delivery Skyway Visual Workspace •Model-based Model- Model Relevant Buyer Preference development •Collaborative and Collaborative iterative delivery IBM/Rational •Model-assisted, Eclipse- based IDE development •RUP delivery Plug- Eclipse Plug-Ins •Eclipse-based IDE Low High Accuracy Accuracy development •Waterfall delivery Compuware Optimal J •Model-assisted, Eclipse- based IDE development •Waterfall delivery Sun Java Studio •Model-assisted, NetBeans-based IDE development •RUP delivery Slow14 Delivery
  15. 15. Skyway Positioning15
  16. 16. Skyway Positioning Statement For IT Executives at mid-tier enterprises ($500M - $5B) Need J2EE applications delivered more quickly and more Who accurately Skyway Visual Workspace tool and Skyway Collaborative Software The Delivery process A non-proprietary, model-based development and deployment tool Are combined with a collaborative, iterative delivery process Deliver accurate, standard-J2EE, SOA-compliant solutions faster That than ever before – the very first time – through a shared application development workspace Other J2EE application tools and processes that rely on hand- Unlike coding and waterfall or quasi-agile delivery methodologies Our Tool and Delivers the most accurate J2EE applications to customers Process worldwide, oftentimes at speeds 5x faster than hand-coding16
  17. 17. Skyway Positioning StatementUnfolded Skyway Skyway Builder Faster Visual Differentiators Tool Skyway Delivery Workspace Positioning Supporting Skyway Speed For IT Executives at mid-tier enterprises ($500M - $5B) Messages Director Who Need J2EE applications delivered more quickly and more accurately Differentiators The Skyway Visual Workspace tool and Skyway Interactive Delivery Core process Are A non-proprietary, model-based development and deployment tool combined with a collaborative, iterative delivery process Positioning That Deliver accurate, standard-J2EE, SOA-compliant solutions faster than ever before – the very first time – through a shared Attributes Skyway application development workspace Unlike Other J2EE application tools and processes that rely on hand- coding and waterfall or quasi-agile delivery methodologies Skyway Interactive Our Tool and Delivers the most accurate J2EE applications to customers Process worldwide, oftentimes at speeds 5x faster than hand-coding Collaborative Prototyping More Process Software Differentiators Accurate Delivery Solutions Supporting Skyway Messages Interactive Development Differentiators17
  18. 18. Skyway Positioning Statement UnfoldedCore Positioning Attributes Core Positioning Supporting Messages Attribute Faster • Achieve faster software delivery using Skyway Visual Workspace Delivery • Develop J2EE applications 5x faster Speed • Reduce software delivery cycle by 30% or more • Obtain better solution accuracy with Skyway Collaborative Software Delivery • Leverage shared development workspace to facilitate distributed More Teams and engage all application delivery stakeholders Accurate • Deliver validated J2EE prototypes to end users in hours Solutions • Visual business-requirements gathering • Visual project planning • Deliver validated J2EE solution modules to end users in days, including validated production releases18
  19. 19. Skyway Core Positioning Attributes UnfoldedFaster Delivery Speed Faster Delivery Speed Skyway Visual Workspace Summary Details Supporting Messages • Use next generation visual models that contain pre-built code to develop applications Develop J2EE rapidly • Build rich internet applications faster using familiar tools and templates applications 5x • Provide release engineering automation and ensure control with Skyway M3D faster • Enable parallel development and planning processes using Skyways collaborative development workspace Reduce • Utilize collaborative development workspace to bring end user into process naturally software for optimal requirements gathering • Compress design and build phases using power of Skyway M3D delivery cycle • Maintain applications or switch infrastructure simply by changing the model by 30% or • Standardize infrastructure with Skyway M3D applications that are standard J2EE, more scalable, and evolve easily with the business19
  20. 20. Skyway Core Positioning Attributes UnfoldedMore Accurate Solutions More Accurate Solutions Skyway Collaborative Software Delivery Summary Details Supporting Messages Leverage • Embrace full-cycle participation of end user customer shared • Use Skyways powerful modeling environment to deliver applications across highly development distributed environments and using wide varieties of developer skills workspace • Utilize the most common version control systems (or Skyways version) Deliver • Create working prototypes in days that match end user requirements • Capture design notes throughout prototyping process and incorporate into validated J2EE evolving/final design record prototypes in • Deliver valid project effort estimates and detailed project plans to gain end user buy hours or days in on solution more quickly and more easily Deliver • Leverage existing prototypes in Skyways collaborative workspace to deliver additional validated J2EE functionality more easily solution • Capture additional design notes throughout iterative delivery process via direct end modules in user collaboration to gain end user buy more quickly days or weeks • Modify deployed applications by merely changing the final model20
  21. 21. Skyway Product Differentiators UnfoldedSkyway Builder Product Differentiators - Positioning Attribute – Faster Delivery Speed Skyway Builder • Use wizards in a single tool to discover external data sources, existing Java code (from Java .jar Discover services files) and/or web services • Unlike other tools that require manual lookups of WSDLs • Model new logic and build services visually (created from scratch or as composites and composed of models, data objects, and data stores) Create and • Create WSRPs at the touch of a button • Add new functionality easily (without additional tools), such as event handling and exception assemble handling and logging steps, using model-based, graphical step palette services • Bundle automatically any third party libraries and APIs • Use wizards in a single tool to assemble Skyway services or external services • Unlike other firms that rely on hand coding via multiple tools for service creation and assembly • Build applications with rich web UIs – AJAX or Web 2.0 – in a single tool Create rich AJAX • Use Skyway models to bridge delivery gap between web designer and developer and interaction UIs between server and browser • Unlike other tools that either create applications or web UIs, but not both, or require extra tools • Integrate easily using Skyway editor or HTML editors, including Dreamweaver Integrate UIs and • Build and integrate UIs via tight or loose coupling, including sophisticated back-end logic, using enable portlets a single tool • Unlike other tools that only create applications or web UIs exclusively and only via tight coupling21
  22. 22. Skyway Product Differentiators UnfoldedSkyway Director Product Differentiators - Positioning Attribute – Faster Delivery Speed Skyway Director • Set up network topology and span domain elements (including security policies and security Select and assets) using a single tool • Organize app servers via models, including clustering and VCS plans configure target • Organize and configure databases via models within domains app servers and • Configure data persistence plan and solution deployment plan easily to wide range of databases proprietary or open source server environments and data sources • Unlike other hand coding methods that require manual preparation of deployment scripts • Validate services and app models using Skyway validation engine Validate • Synch models with VCS and validate dependencies automatically application prior • Easily handle late-binding changes via simple model enhancements • Unlike other tools that require manual hand coding to accommodate late cycle changes or other to deployment troubleshooting activities • Prepare model plan and convert Skyway models to standard J2EE code in a single mouse click • Generate JSP pages and/or entity and session beans for each J2EE container • Generate and compile standard J2EE code – no run time engine required Generate • Generate deployment package and provide full documentation and design notes during delivery execution code process to a wide range of infrastructure environments • Unlike other tools that require run time engines and those that rely on hand coding and/or only allow for manual deployment to a single, and oftentimes proprietary, environment22
  23. 23. Skyway Process Differentiators UnfoldedSkyway Interactive Prototyping Process Differentiators - Skyway Positioning Attribute – More Accurate Solutions Interactive Prototyping • Use collaborative efficiency of Skyway Visual Workspace to engage stakeholders in short incremental iterations throughout entire delivery process Gather accurate • Provide visual deliverables to stakeholders faster than ever before and obtain valid business requirements sign-offs without delays • Unlike other processes that require regimented and sequential flow through each delivery requirements phase, using comprehensive documentation, and only involve stakeholders during the analysis and deploy phases of the SDLC • Deliver estimation model, cost analysis, project plan, and release plan in a single, visual tool Develop accurate based on collaborative input from key stakeholders project plans and • Provide simple transition from prototype to project planning phase since all stakeholders cost estimates to remain involved in each phase • Enable fast documentation and solution-deliverable reviews that accommodate late-cycle facilitate effective changes to business requirements delivery in • Eliminate requirements “guess work” and ensure fast document and solution approvals since distributed all stakeholders remain fully involved throughout delivery process • Unlike other processes that require additional software tools for extra project planning environments functionality or processes that decouple the analysis and design stakeholders23
  24. 24. Skyway Process Differentiators UnfoldedSkyway Interactive Prototyping (continued) Process Differentiators - Skyway Positioning Attribute – More Accurate Solutions Interactive Prototyping • Use speed of M3D to focus on accuracy and effectiveness of prototype rather than worry about Build fully the amount of time and effort needed to code into the pre-existing infrastructure functional, • Build standard J2EE working prototypes as application skeletons standard J2EE • Deliver standard documentation including requirements project plans and design documents • Unlike other tools and processes that require pre-determined deployment architecture and/or applications lead to non-working prototypes24
  25. 25. Skyway Process Differentiators UnfoldedSkyway Interactive Development Process Differentiators - Skyway Positioning Attribute – More Accurate Solutions Interactive Development Manage software • Enable simple transition from prototype and project planning phases to development phase modules using since all stakeholders remain involved in each phase Skyway VCS (or • Build additional functionality quickly, easily, and accurately • Unlike other tools that do not include model repository functionality standard CVS) • Deliver comprehensive application management capability in a single tool (requirements, Collaborate in incremental application, project, test, environment, and release) • Ensure fast, effective test and fix iterations since testers and developers work in tandem, tandem to build, regardless of geographical location (supports Model-Enabled Rightshoring) test, and deploy • Deliver validated, high-quality solutions since model-generated code is tailored to the deployment infrastructure (including all common app servers and databases) standard J2EE • Build standard J2EE applications without any need for run-time engines solutions • Unlike other processes that require additional software tools for extra application delivery functionality or processes that decouple the design, build, test, and deployment stakeholders25
  26. 26. Implementation26
  27. 27. Skyway Positioning Strategy •Use functional positioning approach Use •Position directly against the competition Position • Skyway Visual Workspace delivers applications quickly (it is not hand- hand-coding) • Skyway Collaborative Software Delivery provides accurate solutions (it is not waterfall or RUP) •Develop messages and collateral to further distinguish Develop Skyway from our competitors •Be aggressive Be •The other app dev ISVs can NOT match our tools and The processes27
  28. 28. www.skywaysoftware.com28
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