IT

Der in den letzten beiden Dekaden boomende Bereich der IT- und Softwareindustrie ist besonders auf die laufende Markt- und Wettbewerbsbeobachtung angewiesen. In keinem anderen Industrie-Sektor sind die Produktentwicklungszyklen so kurz und der Markt so kompetitiv wie hier (neben dem Telekommunikations-Sektor). Aus diesem Grund sind Konkurrenzprofile, die laufende Analyse der Konkurrenzprodukte, die Erhebung aktueller Trends und Marktentwicklungen unerlässlich. Eine Vielzahl an Beispielen zeigt, dass der IT-Markt ein heiß umkämpftes Pflaster ist.

Projekterfahrung IT (Auszug)

Fallstudie – Countering aggressive Marketing Messages

Challenge
Oracle Corporation was on an extensive buying spree to become a leader in the market for ERP (Enterprise Resource Planning) solutions. Over 45 acquisitions in less than 7 years. The company acquired products, technologies, resources and most important of all: market share, at least according to its own aggressive marketing messages. But was Oracle right in its assessment?

Solution
In a three months effort, we analyzed license revenues from Oracle’s most prominent acquisition targets: Peoplesoft including JD Edwards, Siebel Systems, Retek as well as Oracles own ERP solution EBS.  Data points were collected from public sources but also by interviewing market experts, former employees and then current employees of both, Oracle and the acquired companies. We were able to put together a reliable picture of the single revenue streams over a period of 7 years starting with the last quarter prior to the first significant acquisitions. We found out that not only Oracle’s total ERP license revenues had decreased but also of each acquisition target since their acquisition by Oracle. Actually, Oracle lost market share!

 

 

 

 

 

 

 

 

 

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