Re: Informix Directions

Tim Schaefer wrote: > > I don't share this perspective, because Informix has done a great > job of NOT selling the software, up to now. In order to sell and > compete against SQL Server and Oracle your company needs to at > least come up to the watermark on matching the model these companies > use to market their products. The idea that car salesmen can sell > the software to management and then developers just take it is > over. Your company needs to sell from the bottom up, and that > means taking the software to the developers first. They will > sell your software because they already have the inroads your > company is trying to develop with salesmen. Without the developer > community behind you, your company will be a byline with Ingres, > Sybase, and all the rest that couldn't get it right. So now you DO want Informix to act like a large corporate. :-) > For example: > > 1. Developer-sensitive web-site. And user-sensitive. > 2. Developer-sensitive marketing, not managerial marketing. And user-sensitive. > 3. Sell from the bottom up, not the top down. You need both. > 4. Distribute the software where developers buy software, in > retail outlets, web sites, and developer programs. Not retail outlets, same arguments as for not stocking hardware. > 5. Leverage your "bestness" with people who understand it. > If Informix will simply pay attention to how Microsoft and Oracle > sell software, they too will increase market share and mindshare. So...., you want Informix to act like a large corporate? > Of course, the flip side is for Informix as a company to retain > the elitist attitude that "we don't want to be a big company, or > be like the other companies". Unfortunately, Informix is playing > in the data base arena, it's time to start acting like one of the > players, instead of trying so hard to be different. Well, Informix IS different, and there are only three players. ;-) > Otherwise > it will continue to confuse customers with the message that "Yes, > we are a data base company, but we're so damn confusing about > everything, that only those customers that are really willing > to put up with our confusion are worthy to buy our software." The confusion factor is an area that is attracting a great deal of effort from Informix. But perhaps what is less confusing to the user is confusing to the developer. > Developers have certain expectations that will be met by Informix, > or they will go elsewhere. The product renaming thang was a big > distraction, and completely unnecessary. Not in the eyes of the user (and most developers I know). The product renaming doesn't stop at the name. I think it's going to make our marketing position easier and our technical stand point stronger. > Informix should simply concentrate on the following objectives: > > 1. Broaden support for the engine products, with mainstream > advertising where your competition advertises. Promote > publicity events that can take advantage of user group > and IIUG momentum. So...., you want Informix to start marketing then. ;-) > 2. Develop ENGINE tools and software to maintain the data base > above any other priority, and forget about Win95 as a server > platform. Win95 is over. Bob has already sorted that one. I don't think ANYONE ever considered Win95 to be a server platform. x-| > 3. Market to developers FIRST, then management. Advertise clear, > simple messages to developers, not managers. Forget about > management, they only look at the pictures anyway. True and not true. Managers may only look at the pictures, but if they like the picture they buy the product. Developers usually only get a vote if they use their feet. The only area that developers can impact on the sale of products is by not knowing them. Products will not sell if there are no developers in the market. Other than that, you HAVE to sell to management. > 4. Sell openly your confidence as the best db on the market. By "sell", I presume you mean "market". I agree. > 5. Port the software to Linux, and take advantage of this new market. > You will be building mindshare and marketshare with a class of > developers that will ensure your future. You will also satisfy > existing customers by responding positively to their desires. > Actually meeting customer satisfaction might be in the interest > of the company. True. > 6. Forget about application tools as a priority, and focus on being > a data base engine company, with adequate tools to maintain the > engine. Certainly, roll out Java tools, and web stuff, but not > as the big splash. This is good stuff, but not where the action > is right now. The heat is on for a damn good engine, and damn > good tools to maintain the engine. I don't think Informix has EVER truly had application tools as a priority. Informix HAS a "damn good engine" as you put it. :-) > Well it might be a good idea to dig out of the trenches Informix > currently enjoys, by first and foremost satisfying customer > wishes, not introducing products that are not relevant to the > market. You're not the only customer Tim. You're not the only TYPE of customer that buys Informix. They have to address ALL customers, and in the process they may well concentrate on the majority. > > This will probably not convince some of you, but try to think the > > strategy through from the business perspective. Ask yourselves; > > how do you best focus limited resources for maximum returns? > > There is a far larger percentage of people who need the simple > functionality of 7.x than need the exceptional functionality > of 9.x. This is exactly right! This is what Informix has realised. This is why they have renamed the products with a base product (Dynamic Server - formerly OnLine DSA) and a number of options. This IS, after all, how the products were developed; a base product with additional options. Every company makes mistakes. The competition has made plenty, but people still buy their products. > When 7.x becomes once again the focus, your bonus > check will again be the envy of the market. Watch this space. > Satisfy customers, developers, and end users by responding to > the real market TODAY, and your problems will take care of > themselves. Forget about introducing NEW products that are not > engine related. Take care of the engine, and developers FIRST, > and the rest will take care of itself. I will be more than > happy to head up your marketing efforts, give me a call. You seem to imply that Informix has a problem with it's engine and sells too many development tools. This is not the case. They have a very good engine and are concentrating efforts on this product. They have also developed some very good development tools, and continue to sell them (long live 4GL :). I am not in marketing, and probably never will be (phew). But even I, as a techie, can see that trying to sell to techies does not sell products. Ma