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The
Opportunities
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The vendor community with its intellectual capital, strategic visionaries,
R&D resources, and marketing machines are busy working on their
strategies, positioning, product road maps and alliance strategies.
The VC community is also actively looking for the next great technology
to create a disruption in the market to capitalize on and build
sustainable businesses. The immediate impact on software vendors
when these major trends arise is it drives every supplier to sit
down and figure out (a) how to position itself vis-à-vis
Web Services, (b) the scope of the research and the development
investment required to bring its own Web Services-based offering
to market, and (c) when to time the product launch and roll-out.
The resulting false starts, failures and apparent successes will
all be lessons learned for those that follow, helping to accelerate
the market towards future innovations.
We expect that the implementation of Web Service-based solutions
will occur at different rates for different vendors and different
buyers - depending on the level of criticality of the business need
they address and the importance of Web Services to addressing the
need. We expect the revenue opportunities for vendors to map the
natural evolution of technology adoption. Historically, the first
people to make some money are those involved in creating the enabling
technology itself. But ultimately, the big money will be made by
people who leverage the technology to solve problems that transcend
the technology, either by improving applications and business processes
that exist, or by seeing the opportunity to create something of
value that did not exist before. Our crystal ball tells us that
revenue associated with Web Services will flow to participating
companies in roughly the following order:
- Phase I: Infrastructure
- Phase II: EAI Integration
- Phase III: B2B and SCM Applications
- Phase IV: Enterprise Applications
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Barbara Angius Saxby (barbara@accelentmarketing.com)
founded Accelent (www.accelentmarketing.com)
to help software startups accelerate marketing strategies, planning,
and execution. She specializes in positioning and launching enterprise
infrastructure and application companies. Barbara is a senior marketing
executive with over 20 years experience in strategic marketing management
and has done extensive work internationally.
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