2. Slide Title Introduction
Speaker Goes Here
Author: “Asymmetric Marketing: Tossing the ‘Chasm’
in the Age of the Software Superpowers” Amazon.com
http://www.amazon.com/exec/obidos/ASIN/1419649809/1n9867a-20
Asymmetri: Special Ops Marketing Boutique
Product and revenue strategy for IaaS, PaaS, SaaS, DaaS, cloud ingredient and
device providers
Alliances/biz dev/multi-channel sales/partner ecosystem development
Positioning/branding/messaging/content/go-to-market programs
M&A, capital acquisition and advisory board support
Focus Areas: enterprise apps and infrastructure,
security, smart devices, communications, mobility and
app-stores, ad agency & media support, tech non-profits
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3. Slide Title Goes Here
Presentation Overview
Question 1-On Metaphor: The Cloud Gauntlet
Question 2-On Strategy: Asymmetric Marketing: The Superpower Pattern
Question 3-On Startups: Targets of Asymmetric Opportunity (TAO)
Question 4-On Superpower 1.0: The Market Containment Agenda
Question 5-On Superpower 2.0: The Market Creation Agenda
Question 6-On Superpower 2.x: Coalitions of the (Gap) Filling
Question 7-ISVs Success Stories in the Age of the Cloud Superpowers
Question 8-Cloud ISV Readiness Recommendations
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4. Slide Title1: On Metaphor
Question Goes Here
Q: Is there a useful metaphor to name
and frame the alliance marketing
challenge facing ISVs and other providers
in the new cloud economy?
A: Yes. I call it the cloud gauntlet.
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5. The Cloud Gauntlet:
Slide Title Goes Here
A 21st Century Market Metaphor
1.“Cloud” is Most Contested 2. Superpower 1.0/2.0/2.x
Tech Market in 30 Years Vendors in Fierce Rivalry
•Impacts IaaS/PaaS/SaaS/DaaS ISVs, •1.0: IBM, Oracle, Microsoft
ingredient providers & device vendors •2.0: Amazon, Facebook, Google
•Crosses/converges enterprise, •2.x “Coalitions of the Filling”
consumer and emerging segments (Apple/ATT, Force/Vmware, etc.)
•Can accelerate your alliances •Not about “deployment” options
When Clouds Collide
3. Dueling Agendas in Play: 4.Cloud ISVs & tech vendors
Contain/Create/Close can run this gauntlet
•Contain: Control installed base •Game rival superpower agendas to
•Create: Enable new segment optimize alliance strategy
emergence •Accelerate revenue around targets of
•Close: Fill superpower cloud market asymmetric opportunity (TAO)
gap •Drive investment & exit events
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6. Slide Title 2: On Strategy
Question Goes Here
Q: Is there a conceptual framework that
can assist ISVs in formulating marketing
& alliance strategy in the cloud economy?
A: Yes. I call it asymmetric marketing,
the success pattern and best practices of
the software superpowers.
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7. Asymmetric Marketing:
SlideSuperpowerHere
The Title Goes Pattern
1. Startup Phase 2. Growth Phase
•Symbiotic attachment or alliance w/ •Product ‘sharkitecture’ drives
pre-existing ‘center of market gravity’ natural monopoly and lock-in
•Multi-dimensional value props rule •Customer Barrier Management (CBM)
•Targets of Asymmetric Opportunity drives increasing returns economics
drive market power (Inheriting the •Channel ‘colonization’ or walled
DNA of big brother) garden distribution networks prevail
Lifecycle of SW Market Dominance
3. Diversification Phase 4. Dominance Phase
•Cross-category roadmaps expand •Supertail effects ($1 of superpower
•Embrace/extend/expropriate revenue drives $10 of partner revenue-
potential market disruptors inverse long tail)
•Category regime change against •Corporate venture fund & synergistic
best-of-breed ‘one trick ponies’ and startup incubation
stand-alone category gorillas •Systematic M&A & portfolio integration
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8. Slide Title 3: On Startups
Question Goes Here
Q: Is there a simple way cloud-focused
startups can initiate the practice of
asymmetric marketing?
A: Yes. Engage “targets of asymmetric
opportunity, i.e. the TAO of asymmetric
marketing.
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9. TAO of Future Dominance:
Slide Title Goes Here
Targets of Asymmetric Opportunity
1. Incumbent Embed 2. Incumbent Enhance
•Microsoft: IBM PC OEM deal drives •Symantec: Pc add-on---anti-virus and
MS momentum system performance go mainstream
•Google: Yahoo ‘powered by’ deal •Adobe: Browser add-on (Acrobat,
changes the game in sponsored search Flash)---RIA experiences come of age
•Vmware: EMC portfolio incubation •Akamai: CDN as web performance
makes cloud virtualization a reality enhancement for content/commerce
DNA Inheritance Drives Growth
3. Govt. DeFacto Standard 4. Crowd Catalyst/”Platformula”
•IBM: U.S Census Bureau deal •Amazon: commerce affiliate network
•Oracle: CIA database deal •eBay: buyer/seller marketplace hub
•Cisco: core internet infrastructure •Facebook: social apps
(DARPA & CERN) •Platformula: technology platform
plus partner success formula
catalyzes a ‘self-organizing system’
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10. Slide Title Goes Here
Question 4: On Superpower 1.0
Q: What is the overarching strategic
agenda of legacy software superpowers
like IBM, Oracle and Microsoft in the
cloud computing wave?
A: The Superpower 1.0 agenda centers
on customer containment.
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11. Slide Title Goes Here
Superpower 1.0 Cloud Agenda
1. Strategic Direction 2. IT Orientation
•Manage, migrate, monetize customer •Foster app maintenance “earmarks”
base lock-in via ‘private’ cloud (70+ percent of IT spend)
•Co-opt “pay as you grow”, “virtual •Pander to IT ‘performance anxiety’
appliances”, stacks, proprietary clouds •Construct ‘complexity’ barriers
•Expand arms deals to hosting vendors
Market Containment:
Private Cloud
3. ISV Alliance Approach 4. Market Narrative
•Uncertainty rules the day •Sow confusion around public cloud
•Partner programs in flux, re-org •Reframe cloud to support 1.0 natural
•Direct selling on the rise, channels monopoly agenda
contracting •FUD and disinformation around
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security, scalability, integration, risk
12. Slide Title Goes Here
Question 5: On Superpower 2.0
Q: What is the overarching strategic agenda
of new breed software superpowers like
Amazon, Google and Facebook in the cloud
computing wave?
A: The Superpower 2.0 agenda centers on
market and ecosystem creation.
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13. Slide Title Goes Here
Superpower 2.0 Cloud Agenda
1. Strategic Direction 2. IT Orientation
•Enable elastic enterprise computing •Target early adopters, innovators,
•Mask app/infrastructure complexity market experiments
•Empower new market creation via •Eat own dog food
computing-as-a-commodity •Liberate IT assets from maintenance
earmarks
Market Creation:
Public Cloud
3. ISV Alliance Approach 4. Market Narrative
•Cultivate ‘capital efficient’ startups and •Evangelize public cloud benefits
micro-ISVs •Defeat Superpower 1.0 FUD
•Drive new ecosystem emergence •Showcase IT and ISV success stories
•Foster DaaS (distribution-as-a-service •Enable new ‘platformula’ providers
or “app stores”) in the age of public cloud 13
14. Slide Title Goes Here
Question 6: On Superpower 2.X
Q: Beyond the Superpower 1.0 and 2.0
vendors, are new superpower species
emerging?
A: Yes. I call them “Coalitions of the Filling”
and they are engaging perceived gaps in the
strategies of Superpower 1.0 and 2.0
vendors. 14
15. Slide Title Goes Here
Superpower 2.x Cloud Agenda
Apple/ATT VM/Force
•Create unified center of gravity in mobility •Target enterprise Java developers
•Empower ISV success via ‘distribution as a with public cloud offering
service’ (the app store) •Mainstream the Salesforce PaaS
•Rev-share on paid and sponsored apps (a •Force IBM/Oracle to cannibalize their
platformula or ISV crowd catalyst) maintenance revenue (earmarks)
Coalitions of the Filling:
Gap Closure & Pre-emption
Intel/McAfee Ford/Nuance
•Redefine security around the “devices plus •Create vehicle connected services market
services” model •Transform auto into safe/smart
•Re-incarnate Intel in non-PC devices communications client
•Mainstream Intel’s entry into SW industry • Re-define voice services beyond the IVR
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16. Slide Title On ISV Winners
Question 7: Goes Here
Q: Are there reference examples of ISVs
successfully “running the cloud gauntlet”?
A: Yes. Let’s look at 4 innovator scenarios,
including PaaS on IaaS, SaaS on PaaS,
enterprise mobility/app store provider,
cloud middleware provider.
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17. Running the Cloud Gauntlet:
Slide Title Goes Here
ISV Scenario 1: PaaS on IaaS
1. Superpower 2.0 Attach 2. Catalyze a Crowd
•Provide platform-as-a-service for Ruby •Free to get started (platformula as
developers ecosystem catalyst)
•Leverage Amazon elastic computing model •Transparently priced to “pay as you
to scale a capital efficient startup grow”
•Capitalize on pre-existing ‘center of •100,000 plus apps running
market gravity’—Ruby Open Source
Community
Heroku on Amazon
3. Engage TAO: Facebook 4. Summary
•Announce Heroku for Facebook App Pkg. •Compelling validation of Superpower
•Attach to Facebook developer community 2.0 market creation agenda
•Gain public validation from Facebook mgt. •Enterprise customers validate public
cloud PaaS model, reject FUD
•Success template for cloud PaaS
startups leading to acquisition.
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18. Running the Cloud Gauntlet:
Slide Title Goes Here
ISV Scenario 2: SaaS on PaaS
1. Superpower 2.0 Embed 2. Catalyze a Crowd
•First prover for social gaming on the •Free game access
Facebook platform •Upsell ‘virtual goods’
•Capitalized on pre-existing community •200+ million players per month
and Facebook developer initiatives •On track for $500+ Million revenue
•Multiple apps, multiple audiences, same
platform
Zynga on Facebook
3. Engage TAO: Google, Apple… + 4. Summary
•Google invests $100 million for game •Compelling validation of SaaS on PaaS
partnership •Success template for social app startups
•Apps for iPhone & iPad •Leveraging multiple Superpower 2.0/2.x
•Amex relationship turns loyalty points into agendas to drive momentum
revenue
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19. Running the Cloud Gauntlet:
Slide Title Goes Here
ISV Scenario 3: Devices+Services
1. Superpower 2.X Attach 2. Multi-Dimensional Value Prop
•Enterprise MDM (mobile device •Manage enterprise-provisioned and
management) innovator employee-owned smart phones and tablets
•Attached to Apple, Android, Blackberry, •Reduce enterprise mobility expense
Windows Phone, Symbian etc. •Enable ‘enterprise app stores’
•Target smart phone adoption bandwagon •Secure devices against threats
in the enterprise
Mobile Iron & iPhone/iPad (SP2.X)
3. Engage TAO: Mobile Operators 4. Summary
•Go to market via ATT, Vodafone, Softbank •Represents emerging cloud computing
•Enable carrier-provided cloud MDM ‘arms dealer’ for age of devices plus services
•Leverage full carrier services including •Enterprise DaaS (IT-driven distribution as
billing and other carrier OSS/BSS/CRM a service) wave first mover
systems •Platformula-focused: 80% sales forecasted
via indirect channels and partnerships
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20. Running the Cloud Gauntlet:
Slide Title Goes Middleware
ISV Scenario 4: Cloud
Here
1. Superpower 1.0/2.0 Attach 2. Multi-Dimensional Value Prop
•First prover for SaaS 1.0 and cloud •Cross organization/cross-cloud/cloud hub
integration middleware/services •IT/LOB mgr/SaaS 1.0/Superpowers
•Attached to Oracle, Salesforce, Google, •Composite apps, data integration, app
Amazon, Microsoft, SAP, Taleo, etc. migration, SaaS experimentation
•Address/resolve cloud & SaaS •14 quarters of continuous growth
incompatibility with legacy apps
Cast Iron on Websphere
3. Engage TAO: IBM 4. Summary
•Integrate new functionality on top of IBM •Become strategic to Superpower 1.0
Websphere integration platform containment and ‘migration’ agenda
•Websphere Cast Iron Cloud •Game competition with all superpowers
•Cast Iron Appliances and virtual appliances •TAO (IBM) drives acquisition
•Now fully aligned with IBM installed base
marketing post acquisition 20
21. Slide TitleOn ISVHere
Question 8: Goes Readiness
Q: Is there a market readiness checklist to
help ISVs successfully “run the cloud
gauntlet”?
A: Yes. Let’s drill down on readiness as it
relates to strategy, partner programs,
messaging and investment/exit.
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22. Running the Cloud Gauntlet:
Slide Title Goes Here
Conclusions/Recommendations
1. Strategy Review 2. Partner Program Assessment
•Capitalizing on Superpower Rivalry: Are •Superpower 1.0: Are you over-invested in
you focused on inheriting superpower DNA programs that don’t pay off?
through asymmetric marketing? •Superpower 2.o/2.X: Are you fully engaged
•Targets of Asymmetric Opportunity: Are with their DaaS (app stores)?
you engaging them? •Coalitions of the Filling: Are you a
•Platformula=Technology enabler plus candidate to initiate one or attach to one?
success model: Is yours in place?
Market Readiness Checklist
3. Messaging Refresh 4. Investor/Exit/Deal Scenarios
•Superpower 1.0 FUD: Have you scrubbed •OEM Readiness: Are you a candidate for
your content to fully align with public cloud Superpower ‘white labeling’?
market creation messaging? • SW Vendor VCs: Are you aligned with
•Superpower Rivalry: Are you gaming the Superpower roadmaps?
‘market conversation’ to your benefit? •Exit: Are you a candidate to game the
•Thought Leadership: Are you focused on M&A landscape in the cloud devices plus
services landgrab? 22
“cross-audience” and “cross-cloud” benefits?
