So, HP, What Exactly Are You Trying To Sell Us?

billtom writes "There's an article over at c|net news where the normally fawning technology business press actually takes an HP VP to task for the extremely vague statements that usually surround enterprise software 'products.' With some gems like 'That could be boilerplate applying to any company,' and 'But again, how does that differ from what's been around?' and 'But hasn't that always been the goal?'" I'd like to see Charles Cooper interview whoever came up with .Net, too.

Comments

Software companies and their buzzword generators.

[Anonymous Coward]

Every software company is guilty of this. A program that does general ledger and billing sounds much sexier when called a "best-of-breed integrated calculation solution, designed to drive your business into the 21st century and beyond." And a server-monitoring tool sounds better when you call it a "proactive fault-finding and troubleshooting environment, making your data center fully autonomic and self-healing."

It's kind of wierd for the press to actually start asking hard questions. Think tanks like Gartner et al live and die by techno-hype. The latest thing going around in CIO-land is Utility Computing, so we'll see what comes of that.

be fair

[Crag]

I hate to spring to the defense of Big Corporations, but it's really not that hard to interpret Marketsp'aek positively:

"I define AE as a business strategy for customers who want to respond in real time to changes affecting their business."

My translation: AE is (an expensive product which helps companies setup) a business strategy under which trends trigger actions. The use of 'business strategy' sounds meaningless, but it's actually two words which imply two paragraphs. 'Strategy' in this case is an overloaded term referring to a collection of tools, policies, and proceedures.

The use of 'real time' in business means something very different from its meaning in computer science. It means 'today' instead of 'eventually'. I work for a large media company with an animal for a mascot, and it takes us years to respond to changes in the marketplace. Most of our innertia is rooted in size, conservative management, and fear of risk. However, if we had a system of automation which identified potentially interesting changes in the marketplace, especially in merchandising, it could save us a lot of money.

For example, how much should we invest in online sales, and how much in more traditional sales? We make money from both, now, so it's a very serious question. A missed sale is a lost sale, but there's no point in trying to extract blood from a turnip. We have people who try to figure out where the tastiest blood is, but they are limited by their tools and proceedures. This AE might actually be just the thing they need.

I don't know if AE is any good, or if it's what it claims to be, but I do know that marketing speak CAN have a real meaning in a marketing context. When we geeks ridicule the suits for talking gibberish, it's no better than when they ridicule us for our acronyms, l33t, tech talk and other not-quite-english that we use. "We aggregate packet-based transactions, over-selling a large pipe to small nodes who could collectively saturate that pipe, but in practice don't" would mean nothing to a marketing type, but to an ISP sysadmin it's her raison d'etre.

If we hope to make any progress in the things that really matter (digital freedom), we need to learn to communicate with these people. Their protocols may be bad, but it works for them, and marketing types don't have firmware upgrades, so we need to learn to speak their protocols if we hope to route any traffic through them, or to comandeer them for our noble purposes. :)