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Mobile Enterprise Application Platforms, SAP and Marketing
One of the points Gartner considers before including a MEAP vendor in their report is marketing

SAP Business One on Ulitzer

Yesterday I was reading Gartner's Magic Quadrant for Mobile Enterprise Application Platforms. It was interesting to me that one of the points Gartner considers before including a MEAP vendor in their report is marketing. They consider the following:

  1. Success at marketing (I am guessing it is measured by sales?)
  2. Market awareness (name recognition within a target market)
  3. Marketing strategy (if Gartner is convinced you have a good strategy)
  4. Your ability to recruit a good partner ecosystem and support it through marketing

Think about it. You invest millions of dollars and tens of thousands of man/woman hours into your products, middleware, synchronization technologies, SAP integration methodologies, databases, device management dashboards, rapid application development environments and multi-channel support for dozens of mobile devices, but that is not enough. Gartner is going to evaluate your marketing before including you in their report.

Gartner understands what many smart engineers have not yet learned. A better mouse trap does not sell itself or pay the expenses - sales do. Unless a comprehensive marketing plan is designed, developed and successfully implemented you will not gain sufficient mind share and market share quick enough to remain viable in this fast changing market.

It almost seems like SAP is holding a marketing Olympics for their mobility partners. They have chosen to partner with a handful of companies like Sky Technologies, Syclo, Sybase, RIM and ClickSoftware. Many of these companies have overlapping mobility solutions, but SAP seems to want to invite their partners to compete on the marketing field and see which one comes out on top.

I enjoy a good game of strategy. Although, I can feel the pain that passionate software engineers must feel. They have dedicated their life to developing a progammer's MEAP masterpiece, but the winner is determined by the folks in the marketing department with the expense accounts and travel budgets.

Read the original blog entry...

About Kevin Benedict
Kevin Benedict serves as the Senior Vice President, Solutions Strategy, at Regalix, a Silicon Valley based company, focused on bringing the best strategies, digital technologies, processes and people together to deliver improved customer experiences, journeys and success through the combination of intelligent solutions, analytics, automation and services. He is a popular writer, speaker and futurist, and in the past 8 years he has taught workshops for large enterprises and government agencies in 18 different countries. He has over 32 years of experience working with strategic enterprise IT solutions and business processes, and he is also a veteran executive working with both solution and services companies. He has written dozens of technology and strategy reports, over a thousand articles, interviewed hundreds of technology experts, and produced videos on the future of digital technologies and their impact on industries.

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