Interview Rapid-I -Ingo Mierswa and Simon Fischer

Here is an interview with Dr Ingo Mierswa , CEO of Rapid -I and Dr Simon Fischer, Head R&D. Rapid-I makes the very popular software Rapid Miner – perhaps one of the earliest leading open source software in business analytics and business intelligence. It is quite easy to use, deploy and with it’s extensions and innovations (including compatibility with R )has continued to grow tremendously through the years.

In an extensive interview Ingo and Simon talk about algorithms marketplace, extensions , big data analytics, hadoop, mobile computing and use of the graphical user interface in analytics.

Special Thanks to Nadja from Rapid I communication team for helping coordinate this interview.( Statuary Blogging Disclosure- Rapid I is a marketing partner with Decisionstats as per the terms in https://decisionstats.com/privacy-3/)

Ajay- Describe your background in science. What are the key lessons that you have learnt while as scientific researcher and what advice would you give to new students today.

Ingo: My time as researcher really was a great experience which has influenced me a lot. I have worked at the AI lab of Prof. Dr. Katharina Morik, one of the persons who brought machine learning and data mining to Europe. Katharina always believed in what we are doing, encouraged us and gave us the space for trying out new things. Funnily enough, I never managed to use my own scientific results in any real-life project so far but I consider this as a quite common gap between science and the “real world”. At Rapid-I, however, we are still heavily connected to the scientific world and try to combine the best of both worlds: solving existing problems with leading-edge technologies.

Simon: In fact, during my academic career I have not worked in the field of data mining at all. I worked on a field some of my colleagues would probably even consider boring, and that is theoretical computer science. To be precise, my research was in the intersection of game theory and network theory. During that time, I have learnt a lot of exciting things, none of which had any business use. Still, I consider that a very valuable experience. When we at Rapid-I hire people coming to us right after graduating, I don’t care whether they know the latest technology with a fancy three-letter acronym – that will be forgotten more quickly than it came. What matters is the way you approach new problems and challenges. And that is also my recommendation to new students: work on whatever you like, as long as you are passionate about it and it brings you forward.

Ajay-  How is the Rapid Miner Extensions marketplace moving along. Do you think there is a scope for people to say create algorithms in a platform like R , and then offer that algorithm as an app for sale just like iTunes or Android apps.

 Simon: Well, of course it is not going to be exactly like iTunes or Android apps are, because of the more business-orientated character. But in fact there is a scope for that, yes. We have talked to several developers, e.g., at our user conference RCOMM, and several people would be interested in such an opportunity. Companies using data mining software need supported software packages, not just something they downloaded from some anonymous server, and that is only possible through a platform like the new Marketplace. Besides that, the marketplace will not only host commercial extensions. It is also meant to be a platform for all the developers that want to publish their extensions to a broader community and make them accessible in a comfortable way. Of course they could just place them on their personal Web pages, but who would find them there? From the Marketplace, they are installable with a single click.

Ingo: What I like most about the new Rapid-I Marketplace is the fact that people can now get something back for their efforts. Developing a new algorithm is a lot of work, in some cases even more that developing a nice app for your mobile phone. It is completely accepted that people buy apps from a store for a couple of Dollars and I foresee the same for sharing and selling algorithms instead of apps. Right now, people can already share algorithms and extensions for free, one of the next versions will also support selling of those contributions. Let’s see what’s happening next, maybe we will add the option to sell complete RapidMiner workflows or even some data pools…

Ajay- What are the recent features in Rapid Miner that support cloud computing, mobile computing and tablets. How do you think the landscape for Big Data (over 1 Tb ) is changing and how is Rapid Miner adapting to it.

Simon: These are areas we are very active in. For instance, we have an In-Database-Mining Extension that allows the user to run their modelling algorithms directly inside the database, without ever loading the data into memory. Using analytic databases like Vectorwise or Infobright, this technology can really boost performance. Our data mining server, RapidAnalytics, already offers functionality to send analysis processes into the cloud. In addition to that, we are currently preparing a research project dealing with data mining in the cloud. A second project is targeted towards the other aspect you mention: the use of mobile devices. This is certainly a growing market, of course not for designing and running analyses, but for inspecting reports and results. But even that is tricky: When you have a large screen you can display fancy and comprehensive interactive dashboards with drill downs and the like. On a mobile device, that does not work, so you must bring your reports and visualizations very much to the point. And this is precisely what data mining can do – and what is hard to do for classical BI.

Ingo: Then there is Radoop, which you may have heard of. It uses the Apache Hadoop framework for large-scale distributed computing to execute RapidMiner processes in the cloud. Radoop has been presented at this year’s RCOMM and people are really excited about the combination of RapidMiner with Hadoop and the scalability this brings.

 Ajay- Describe the Rapid Miner analytics certification program and what steps are you taking to partner with academic universities.

Ingo: The Rapid-I Certification Program was created to recognize professional users of RapidMiner or RapidAnalytics. The idea is that certified users have demonstrated a deep understanding of the data analysis software solutions provided by Rapid-I and how they are used in data analysis projects. Taking part in the Rapid-I Certification Program offers a lot of benefits for IT professionals as well as for employers: professionals can demonstrate their skills and employers can make sure that they hire qualified professionals. We started our certification program only about 6 months ago and until now about 100 professionals have been certified so far.

Simon: During our annual user conference, the RCOMM, we have plenty of opportunities to talk to people from academia. We’re also present at other conferences, e.g. at ECML/PKDD, and we are sponsoring data mining challenges and grants. We maintain strong ties with several universities all over Europe and the world, which is something that I would not want to miss. We are also cooperating with institutes like the ITB in Dublin during their training programmes, e.g. by giving lectures, etc. Also, we are leading or participating in several national or EU-funded research projects, so we are still close to academia. And we offer an academic discount on all our products 🙂

Ajay- Describe the global efforts in making Rapid Miner a truly international software including spread of developers, clients and employees.

Simon: Our clients already are very international. We have a partner network in America, Asia, and Australia, and, while I am responding to these questions, we have a training course in the US. Developers working on the core of RapidMiner and RapidAnalytics, however, are likely to stay in Germany for the foreseeable future. We need specialists for that, and it would be pointless to spread the development team over the globe. That is also owed to the agile philosophy that we are following.

Ingo: Simon is right, Rapid-I already is acting on an international level. Rapid-I now has more than 300 customers from 39 countries in the world which is a great result for a young company like ours. We are of course very strong in Germany and also the rest of Europe, but also concentrate on more countries by means of our very successful partner network. Rapid-I continues to build this partner network and to recruit dynamic and knowledgeable partners and in the future. However, extending and acting globally is definitely part of our strategic roadmap.

Biography

Dr. Ingo Mierswa is working as Chief Executive Officer (CEO) of Rapid-I. He has several years of experience in project management, human resources management, consulting, and leadership including eight years of coordinating and leading the multi-national RapidMiner developer team with about 30 developers and contributors world-wide. He wrote his Phd titled “Non-Convex and Multi-Objective Optimization for Numerical Feature Engineering and Data Mining” at the University of Dortmund under the supervision of Prof. Morik.

Dr. Simon Fischer is heading the research & development at Rapid-I. His interests include game theory and networks, the theory of evolutionary algorithms (e.g. on the Ising model), and theoretical and practical aspects of data mining. He wrote his PhD in Aachen where he worked in the project “Design and Analysis of Self-Regulating Protocols for Spectrum Assignment” within the excellence cluster UMIC. Before, he was working on the vtraffic project within the DFG Programme 1126 “Algorithms for large and complex networks”.

http://rapid-i.com/content/view/181/190/ tells you more on the various types of Rapid Miner licensing for enterprise, individual and developer versions.

(Note from Ajay- to receive an early edition invite to Radoop, click here http://radoop.eu/z1sxe)

 

Review of Google Plus

After resisting for two weeks I have decided to write a Google Plus review. This includes both the changed designed parameters, the invite growth features and all of the main sub-items and activities you can do in the G+  Stream, Share, Hang Out, Pictures, Circles.

Since I have 2500 people in my circles and I am in 91 circles

To keep it simple – I have noted the following 6 main sub-points.

1) Content Dissemination-

 

  • Sharing Blog Articles
  • Micro-Blogging
  • Sharing Pictures

2) Online Professional Networking  and 3) Online Personal Socializing

4) Spam Control / Malware /Phishing/Porn Protection

5) Time Cost versus Networking Benefit

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1) Content Dissemination-

  • Sharing Blog Articles

 

Sharing is as simple as Facebook but the design makes it simpler.

Note G+ uses lower number of colors, bigger fonts, slightly bigger icons to reduce the appearance of clutter.

Contrast this

with this-

 

Interesting to see that G+ has four types of media to share- besides writing the status/micro-blog (unfettered by 140 characters). Note these show icons only with hover text to tell you what the icon stands for.

Photo,Video,URL,Location (which seems to be Twitter like in every share)

Facebook has 5 types of Sharing and note the slightly different order as well the fact that both icon and text make it slightly more cluttered- Status (which is redundant clearly ),Photo,Link,Video,Question

G+ thus lacks polls /questions features. It is much easier to share content on Facebook automatically as of now- but for G+ you need to share the URL privately though. There exist G+ meme-s already thanks to re-sharing in G+ plus which seems to be inspired by Tumblr (?).

In addition Google has made your Google Profile the number one SERP for searching your name, so there seem clear tied in benefits of SEO with content disseminated here.

G+ has sharing in circles whereas Facebook has only Everyone, Friends, Friends of Friends ,Customize.  This makes G+ interface slightly better in tweaking the spread of content to targeted audience esp by Bloggers.

  • For sharing Photos– G+ goes in for a whole new separate tab (one out of four) whereas Facebook treats photo sharing less prominently.
  • Google has lesser white space between photos, (The Facebook way used to be just snap photo by iPhone and send by email to auto-post), and the privacy in sharing photos is much better in G+ as the dropdowns in Facebook are not as granular and neither as nifty in icon design.
  •  
  • Also I like the hover and photo grows bigger feature and the auto import from Picassa (but I would like to auto-import into G+ from Flickr just as I can do in Facebook)
  • Google Plus also has a much more detailed version for sharing videos than photos as compared to Facebook  -upload Photo options  versus
  • G+ has much more focus on auto-sharing from mobiles

 

 

 

2) Online Professional Networking  and 3) Online Personal Socializing Organizing Contacts in Google Plus and seperate privacy controls make it easier to customize sharing without getting too complex. You can make as many circles and drag and drop very easily instead of manually clicking a dropdown box. Effectively speaking Facebook has just 4 kinds of circles and it does not distinguish between various types of friends which is great from philosophical point of view but not so goodn enforcing separateness between professional and personal networks. Note Facebook privacy settings are overwhelming despite the groovy data viz

4) Spam Control / Malware /Phishing/Porn Protection 

Spam Control in Facebook versus in Google Plus- note the different options in Google Plus (including the ability to NOT reshare). I am not aware of more enhanced protection than the ones available for Gmail already. Spam is what really killed off a lot many social networks and the ability to control or reduce spam will be a critical design choice

5) Time Cost versus Networking Benefit

Linkedin has the lowest cost in time spent and networking done. If G+ adds a resume section for jobs, recruiters, and adds in Zynga games, the benefit from G+ will expand. As of now G+ is a minimal social network with minimalism as design ethos.

(Zynga would do well to partner with G+)

 

Analytics 2011 Conference

From http://www.sas.com/events/analytics/us/

The Analytics 2011 Conference Series combines the power of SAS’s M2010 Data Mining Conference and F2010 Business Forecasting Conference into one conference covering the latest trends and techniques in the field of analytics. Analytics 2011 Conference Series brings the brightest minds in the field of analytics together with hundreds of analytics practitioners. Join us as these leading conferences change names and locations. At Analytics 2011, you’ll learn through a series of case studies, technical presentations and hands-on training. If you are in the field of analytics, this is one conference you can’t afford to miss.

Conference Details

October 24-25, 2011
Grande Lakes Resort
Orlando, FL

Analytics 2011 topic areas include:

Amazon Ec2 goes Red Hat

message from Amazing Amazon’s cloud team- this will also help for #rstats users given that revolution Analytics full versions on RHEL.

—————————————————-

on-demand instances of Amazon EC2 running Red Hat Enterprise Linux (RHEL) for as little as $0.145 per instance hour. The offering combines the cost-effectiveness, scalability and flexibility of running in Amazon EC2 with the proven reliability of Red Hat Enterprise Linux.

Highlights of the offering include:

  • Support is included through subscription to AWS Premium Support with back-line support by Red Hat
  • Ongoing maintenance, including security patches and bug fixes, via update repositories available in all Amazon EC2 regions
  • Amazon EC2 running RHEL currently supports RHEL 5.5, RHEL 5.6, RHEL 6.0 and RHEL 6.1 in both 32 bit and 64 bit formats, and is available in all Regions.
  • Customers who already own Red Hat licenses will continue to be able to use those licenses at no additional charge.
  • Like all services offered by AWS, Amazon EC2 running Red Hat Enterprise Linux offers a low-cost, pay-as-you-go model with no long-term commitments and no minimum fees.

For more information, please visit the Amazon EC2 Red Hat Enterprise Linux page.

which is

Amazon EC2 Running Red Hat Enterprise Linux

Amazon EC2 running Red Hat Enterprise Linux provides a dependable platform to deploy a broad range of applications. By running RHEL on EC2, you can leverage the cost effectiveness, scalability and flexibility of Amazon EC2, the proven reliability of Red Hat Enterprise Linux, and AWS premium support with back-line support from Red Hat.. Red Hat Enterprise Linux on EC2 is available in versions 5.5, 5.6, 6.0, and 6.1, both in 32-bit and 64-bit architectures.

Amazon EC2 running Red Hat Enterprise Linux provides seamless integration with existing Amazon EC2 features including Amazon Elastic Block Store (EBS), Amazon CloudWatch, Elastic-Load Balancing, and Elastic IPs. Red Hat Enterprise Linux instances are available in multiple Availability Zones in all Regions.

Sign Up

Pricing

Pay only for what you use with no long-term commitments and no minimum fee.

On-Demand Instances

On-Demand Instances let you pay for compute capacity by the hour with no long-term commitments.

Region:US – N. VirginiaUS – N. CaliforniaEU – IrelandAPAC – SingaporeAPAC – Tokyo
Standard Instances Red Hat Enterprise Linux
Small (Default) $0.145 per hour
Large $0.40 per hour
Extra Large $0.74 per hour
Micro Instances Red Hat Enterprise Linux
Micro $0.08 per hour
High-Memory Instances Red Hat Enterprise Linux
Extra Large $0.56 per hour
Double Extra Large $1.06 per hour
Quadruple Extra Large $2.10 per hour
High-CPU Instances Red Hat Enterprise Linux
Medium $0.23 per hour
Extra Large $0.78 per hour
Cluster Compute Instances Red Hat Enterprise Linux
Quadruple Extra Large $1.70 per hour
Cluster GPU Instances Red Hat Enterprise Linux
Quadruple Extra Large $2.20 per hour

Pricing is per instance-hour consumed for each instance type. Partial instance-hours consumed are billed as full hours.

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and

Available Instance Types

Standard Instances

Instances of this family are well suited for most applications.

Small Instance – default*

1.7 GB memory
1 EC2 Compute Unit (1 virtual core with 1 EC2 Compute Unit)
160 GB instance storage
32-bit platform
I/O Performance: Moderate
API name: m1.small

Large Instance

7.5 GB memory
4 EC2 Compute Units (2 virtual cores with 2 EC2 Compute Units each)
850 GB instance storage
64-bit platform
I/O Performance: High
API name: m1.large

Extra Large Instance

15 GB memory
8 EC2 Compute Units (4 virtual cores with 2 EC2 Compute Units each)
1,690 GB instance storage
64-bit platform
I/O Performance: High
API name: m1.xlarge

Micro Instances

Instances of this family provide a small amount of consistent CPU resources and allow you to burst CPU capacity when additional cycles are available. They are well suited for lower throughput applications and web sites that consume significant compute cycles periodically.

Micro Instance

613 MB memory
Up to 2 EC2 Compute Units (for short periodic bursts)
EBS storage only
32-bit or 64-bit platform
I/O Performance: Low
API name: t1.micro

High-Memory Instances

Instances of this family offer large memory sizes for high throughput applications, including database and memory caching applications.

High-Memory Extra Large Instance

17.1 GB of memory
6.5 EC2 Compute Units (2 virtual cores with 3.25 EC2 Compute Units each)
420 GB of instance storage
64-bit platform
I/O Performance: Moderate
API name: m2.xlarge

High-Memory Double Extra Large Instance

34.2 GB of memory
13 EC2 Compute Units (4 virtual cores with 3.25 EC2 Compute Units each)
850 GB of instance storage
64-bit platform
I/O Performance: High
API name: m2.2xlarge

High-Memory Quadruple Extra Large Instance

68.4 GB of memory
26 EC2 Compute Units (8 virtual cores with 3.25 EC2 Compute Units each)
1690 GB of instance storage
64-bit platform
I/O Performance: High
API name: m2.4xlarge

High-CPU Instances

Instances of this family have proportionally more CPU resources than memory (RAM) and are well suited for compute-intensive applications.

High-CPU Medium Instance

1.7 GB of memory
5 EC2 Compute Units (2 virtual cores with 2.5 EC2 Compute Units each)
350 GB of instance storage
32-bit platform
I/O Performance: Moderate
API name: c1.medium

High-CPU Extra Large Instance

7 GB of memory
20 EC2 Compute Units (8 virtual cores with 2.5 EC2 Compute Units each)
1690 GB of instance storage
64-bit platform
I/O Performance: High
API name: c1.xlarge

Cluster Compute Instances

Instances of this family provide proportionally high CPU resources with increased network performance and are well suited for High Performance Compute (HPC) applications and other demanding network-bound applications. Learn more about use of this instance type for HPC applications.

Cluster Compute Quadruple Extra Large Instance

23 GB of memory
33.5 EC2 Compute Units (2 x Intel Xeon X5570, quad-core “Nehalem” architecture)
1690 GB of instance storage
64-bit platform
I/O Performance: Very High (10 Gigabit Ethernet)
API name: cc1.4xlarge

Cluster GPU Instances

Instances of this family provide general-purpose graphics processing units (GPUs) with proportionally high CPU and increased network performance for applications benefitting from highly parallelized processing, including HPC, rendering and media processing applications. While Cluster Compute Instances provide the ability to create clusters of instances connected by a low latency, high throughput network, Cluster GPU Instances provide an additional option for applications that can benefit from the efficiency gains of the parallel computing power of GPUs over what can be achieved with traditional processors. Learn more about use of this instance type for HPC applications.

Cluster GPU Quadruple Extra Large Instance

22 GB of memory
33.5 EC2 Compute Units (2 x Intel Xeon X5570, quad-core “Nehalem” architecture)
2 x NVIDIA Tesla “Fermi” M2050 GPUs
1690 GB of instance storage
64-bit platform
I/O Performance: Very High (10 Gigabit Ethernet)
API name: cg1.4xlarge

 


Getting Started

To get started using Red Hat Enterprise Linux on Amazon EC2, perform the following steps:

  • Open and log into the AWS Management Console
  • Click on Launch Instance from the EC2 Dashboard
  • Select the Red Hat Enterprise Linux AMI from the QuickStart tab
  • Specify additional details of your instance and click Launch
  • Additional details can be found on each AMI’s Catalog Entry page

The AWS Management Console is an easy tool to start and manage your instances. If you are looking for more details on launching an instance, a quick video tutorial on how to use Amazon EC2 with the AWS Management Console can be found here .
A full list of Red Hat Enterprise Linux AMIs can be found in the AWS AMI Catalog.

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Support

All customers running Red Hat Enterprise Linux on EC2 will receive access to repository updates from Red Hat. Moreover, AWS Premium support customers can contact AWS to get access to a support structure from both Amazon and Red Hat.

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Resources

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About Red Hat

Red Hat, the world’s leading open source solutions provider, is headquartered in Raleigh, NC with over 50 satellite offices spanning the globe. Red Hat provides high-quality, low-cost technology with its operating system platform, Red Hat Enterprise Linux, together with applications, management and Services Oriented Architecture (SOA) solutions, including the JBoss Enterprise Middleware Suite. Red Hat also offers support, training and consulting services to its customers worldwide.

 

also from Revolution Analytics- in case you want to #rstats in the cloud and thus kill all that talk of RAM dependency, slow R than other softwares (just increase the RAM above in the instances to keep it simple)

,or Revolution not being open enough

http://www.revolutionanalytics.com/downloads/gpl-sources.php

GPL SOURCES

Revolution Analytics uses an Open-Core Licensing model. We provide open- source R bundled with proprietary modules from Revolution Analytics that provide additional functionality for our users. Open-source R is distributed under the GNU Public License (version 2), and we make our software available under a commercial license.

Revolution Analytics respects the importance of open source licenses and has contributed code to the open source R project and will continue to do so. We have carefully reviewed our compliance with GPLv2 and have worked with Mark Radcliffe of DLA Piper, the outside General Legal Counsel of the Open Source Initiative, to ensure that we fully comply with the obligations of the GPLv2.

For our Revolution R distribution, we may make some minor modifications to the R sources (the ChangeLog file lists all changes made). You can download these modified sources of open-source R under the terms of the GPLv2, using either the links below or those in the email sent to you when you download a specific version of Revolution R.

Download GPL Sources

Product Version Platform Modified R Sources
Revolution R Community 3.2 Windows R 2.10.1
Revolution R Community 3.2 MacOS R 2.10.1
Revolution R Enterprise 3.1.1 RHEL R 2.9.2
Revolution R Enterprise 4.0 Windows R 2.11.1
Revolution R Enterprise 4.0.1 RHEL R 2.11.1
Revolution R Enterprise 4.1.0 Windows R 2.11.1
Revolution R Enterprise 4.2 Windows R 2.11.1
Revolution R Enterprise 4.2 RHEL R 2.11.1
Revolution R Enterprise 4.3 Windows & RHEL R 2.12.2

 

 

 

Tools for Hackers:Beginners

How to disguise your IP Address from your most wonderful glorious leaders-

From

 

https://www.torproject.org/projects/torbrowser.html.en

Tor Browser Bundle


The Tor software protects you by bouncing your communications around a distributed network of relays run by volunteers all around the world: it prevents somebody watching your Internet connection from learning what sites you visit, it prevents the sites you visit from learning your physical location, and it lets you access sites which are blocked.

The Tor Browser Bundle lets you use Tor on Windows, Mac OS X, or Linux without needing to install any software. It can run off a USB flash drive, comes with a pre-configured web browser, and is self-contained. The Tor IM Browser Bundleadditionally allows instant messaging and chat over Tor. If you would prefer to use your existing web browser, install Tor permanently, or if you don’t use Windows, see the other ways to download Tor.

Freedom House has produced a video on how to find and use the Tor Browser Bundle. If you don’t see a video below, view it at Youtube . Know of a better video or one translated into your language? Let us know!

 

 

 

and if you now want to see or check your own website for a Denial of Service attack , download this

http://sourceforge.net/projects/loic/

This is the software for which 32 Turkish teenagers got arrested for bringing down their govt websites. Do NOT USE it for ILLEGAL purposes,

because 1) it is hosted on a western website that due to Patriot Act would tracking downloads as well as most likely be inserting some logging code into your computer (especially if you are still on Windows)

2) Turkey being a NATO member got rather immediate notice of this – which makes it very likely that this tool is compromised in the Western Hemisphere. You can probably use this in Eastern Hemisphere country excluding Israel, Turkey, China, India ,Korea or Japan because these countries do have sophisticated hackers working for the government as well.

3) This is just a beginners tool to understand how flooding a website with requests work.

http://sourceforge.net/projects/loic/files/

Basically download, unzip the file

Enter URL and click Lock on to know IP address.

use HTTP Method. Make say 1000 threads.

Then press the IMMA CHARGING MY LAZER big button.

Note the Failed Tab tells you how good or bad this method is.

Note – it wont work on my blogs hosted on wordpress.com- but then those blogs had a root level breach some time back. It did work on both my blogspot and my tumblr blogs, and it completely shattered my son’s self hosted wordpress blog (see below)

 

 

Why open source companies dont dance?

I have been pondering on this seemingly logical paradox for some time now-

1) Why are open source solutions considered technically better but not customer friendly.

2) Why do startups and app creators in social media or mobile get much more press coverage than

profitable startups in enterprise software.

3) How does tech journalism differ in covering open source projects in enterprise versus retail software.

4) What are the hidden rules of the game of enterprise software.

Some observations-

1) Open source companies often focus much more on technical community management and crowd sourcing code. Traditional software companies focus much more on managing the marketing community of customers and influencers. Accordingly the balance of power is skewed in favor of techies and R and D in open source companies, and in favor of marketing and analyst relations in traditional software companies.

Traditional companies also spend much more on hiring top notch press release/public relationship agencies, while open source companies are both financially and sometimes ideologically opposed to older methods of marketing software. The reverse of this is you are much more likely to see Videos and Tutorials by an open source company than a traditional company. You can compare the websites of ClouderaDataStax, Hadapt ,Appistry and Mapr and contrast that with Teradata or Oracle (which has a much bigger and much more different marketing strategy.

Social media for marketing is also more efficiently utilized by smaller companies (open source) while bigger companies continue to pay influential analysts for expensive white papers that help present the brand.

Lack of budgets is a major factor that limits access to influential marketing for open source companies particularly in enterprise software.

2 and 3) Retail software is priced at 2-100$ and sells by volume. Accordingly technology coverage of these software is based on volume.

Enterprise software is much more expensively priced and has much more discreet volume or sales points. Accordingly the technology coverage of enterprise software is more discreet, in terms of a white paper coming every quarter, a webinar every month and a press release every week. Retail software is covered non stop , but these journalists typically do not charge for “briefings”.

Journalists covering retail software generally earn money by ads or hosting conferences. So they have an interest in covering new stuff or interesting disruptive stuff. Journalists or analysts covering enterprise software generally earn money by white papers, webinars, attending than hosting conferences, writing books. They thus have a much stronger economic incentive to cover existing landscape and technologies than smaller startups.

4) What are the hidden rules of the game of enterprise software.

  • It is mostly a white man’s world. this can be proved by statistical demographic analysis
  • There is incestuous intermingling between influencers, marketers, and PR people. This can be proved by simple social network analysis of who talks to who and how much. A simple time series between sponsorship and analysts coverage also will prove this (I am working on quantifying this ).
  • There are much larger switching costs to enterprise software than retail software. This leads to legacy shoddy software getting much chances than would have been allowed in an efficient marketplace.
  • Enterprise software is a less efficient marketplace than retail software in all definitions of the term “efficient markets”
  • Cloud computing, and SaaS and Open source threatens to disrupt the jobs and careers of a large number of people. In the long term, they will create many more jobs, but in the short term, people used to comfortable living of enterprise software (making,selling,or writing) will actively and passively resist these changes to the  paradigms in the current software status quo.
  • Open source companies dont dance and dont play ball. They prefer to hire 4 more college grads than commission 2 more white papers.

and the following with slight changes from a comment I made on a fellow blog-

  • While the paradigm on how to create new software has evolved from primarily silo-driven R and D departments to a broader collaborative effort, the biggest drawback is software marketing has not evolved.
  • If you want your own version of the open source community editions to be more popular, some standardization is necessary for the corporate decision makers, and we need better marketing paradigms.
  • While code creation is crowdsourced, solution implementation cannot be crowdsourced. Customers want solutions to a problem not code.
  • Just as open source as a production and licensing paradigm threatens to disrupt enterprise software, it will lead to newer ways to marketing software given the hostility of existing status quo.