Trends Report

Middleware Vendor Positioning Benchmark, Q2 2008

A Review Of Middleware Marketing Practices With A Self-Assessment Tool

May 23rd, 2008
With contributor:
Peter O'Neill

Summary

Forrester used its vendor positioning review (VPR) methodology to evaluate the positioning of six top middleware vendors across 14 criteria to determine where they are currently positioning themselves on the continuum between information technology (IT) and business technology (BT). We found that all vendors fall into the solution vendor category, midway between IT and BT. None of the major middleware vendors are positioned as BT vendors yet, although about half of the vendors could develop themselves into a BT vendor fairly quickly. We illustrate how vendor strategists and their marketing colleagues at middleware vendors can use these insights to improve their own positioning. We also explore Progress Software and Software AG in detail as best practices.

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