For Vendor Strategy Professionals

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	May 23, 2008 Middleware Vendor Positioning Benchmark, Q2 2008 A Review Of Middleware Marketing Practices With A Self-Assessment Tool by Stefan Ried, Ph.D. with Peter O'Neill, Charles Green

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Executive 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.

TABLE OF CONTENTS

• Identify Room For Vendor Improvement And Competitive Opportunities
• Corporate Buying Patterns And Commoditization Require Smart Positioning
• Middleware Vendor Positioning: Gaps And Opportunities
• Leveraging The Middleware Positioning Benchmark Is As Easy As One, Two, Three

RECOMMENDATIONS

• Use The Positioning Review Findings To Plan And Control Your Marketing
• Supplemental Material
• Related Research Documents

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