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
Use
3
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) transition
5 Source: IDC, 2005 and Gartner, 2006
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 development
6 Source: Hoovers,Aberdeen & Info Tech Research, 2007, Gartner & McKinsey, 2006, and IDC, 2006
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 development
7 Source: Gartner, 2006, IDC, 2006, and Standish Group, 2005, McKinsey, 2007
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 complacency
8 Source: Gartner, 2006 and Standish Group, 2005
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 risks
11
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 techniques
13
14. Perceptual Map – Java Application Development
Speed 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
Slow
14 Delivery
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-coding
16
17. Skyway Positioning Statement
Unfolded
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
Differentiators
17
18. Skyway Positioning Statement Unfolded
Core 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 releases
18
19. Skyway Core Positioning Attributes Unfolded
Faster 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 business
19
20. Skyway Core Positioning Attributes Unfolded
More 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 model
20
21. Skyway Product Differentiators Unfolded
Skyway 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 coupling
21
22. Skyway Product Differentiators Unfolded
Skyway 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, environment
22
23. Skyway Process Differentiators Unfolded
Skyway 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 stakeholders
23
24. Skyway Process Differentiators Unfolded
Skyway 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 prototypes
24
25. Skyway Process Differentiators Unfolded
Skyway 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 stakeholders
25
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
processes
27
