In the mind's eye, it's now Marissa versus Monkeyboy

Funny how the mind works. Sometimes it just makes associations whether you want it to or not.

And now that I've read the feature article on Google's Marissa Mayer in San Francisco magazine, the images from that profile are etched into my mind whenever I think of Google, or even go to Google's gaggle of sites, services, and features. There is now continuity between Marissa, Google and me.

These are actually quite pleasant, floating images of a lower Market Street aerie, with purple walls and the home-spun smell of vanilla-laced cupcakes (supported lovingly by pleated paper). There's laughter, intense intelligence, privilege with a purpose, a subdued sensuality, a hammer-hold on the zeitgeist.

Here's a gal with the whole package to capture the hearts and minds of, well ... the world. The cat is out of the bag, she's an It Girl, regardless of her competencies -- and probably despite them. She could even push Steve Jobs off the ohmygawd pedestal. I'm serious.

I don't know if these images are true, but they are hard to resist. You almost want this all to be real, a fantasy that you can believe in. That holds true for Google as a company, as well. You almost want the corporate myth to work out.

It's all generally very positive, easy to sell by not selling it openly. Just like those web services. I probably will want to read more about Marissa. It will be hard not to. And I'll keep experimenting with Google's services right along with the warm, comfy feelings -- from God knows where.

And then there's the mind's eye on Microsoft. Used to be the image of Bill Gates was etched on that, at least for me. Whenever I thought of Microsoft, some how the floating images of Bill sitting in that chartered plane with Warren Buffett, playing cards, beige carpets and couches, stocking feet, off to cure the world of major diseases and ignorance. I wanted to be there too. If I only had $20 billion to kick in, I'd do it. I'd learn to play bridge. Steaks and cherry coke.

And the image of Bill was good for Microsoft -- and it was the public Bill, the philanthropist, The Road Ahead Bill -- not the monopolist and software mogul. And I have even dreamed of Bill Gates. Totally involuntary, I assure you. But that's how powerful these media-fueled images are.

I've even met the guy a few times, and those images do not stick as much as these Jungian archetypes of the total top dog. We must be hard-wired to seek out someone or something to fill this need to define the very top slot, to latch onto something and endow it with such power. Perhaps it's so we know what to aspire to -- both individually and as a culture. These images may be entirely devoid of reality -- yet remain nearly tangible and extremely powerful.

And so as Bill Gates separates in this regard from the Microsoft mental imagery, the dissonance between the archetype and software company will fade too. Can't have it both ways. The Gates mystique will segue to the foundation, to the cures, to the endowment. He shall rise above the corporation, the brand.

What or who will fill the void? Ray Ozzie seems a tad celebrity-shy. I just can't see Ray on Oprah (Marissa would work, though!). Ray's a geek's geek, not an archetype, nosiree. Mundie? Insufficient profile. All these white guys blend together, nothing sticks out.

But wait, look inside yourself. Conjure up Microsoft and what do you now see? Increasingly, especially in light of the Yahoo! takeover bid, a new image is burnishing my thoughts of Microsoft. It's that darned Monkeyboy video clip of Steve Ballmer. I don't want to see it, and yet I do. Can't stop myself.

Ballmer is the only poster child Microsoft has left. He does not blend in, he sticks out. It's a powerful image, but is it the one that Microsoft really wants nowadays? I hate to think that marketing and global persona images count for as much as software proficiency, but I know it does. Why, oh why, does life have to be like some kind of damned popularity contest?

I have not yet dreamed of Steve Ballmer. I have not yet dreamed of Marissa Mayer. But my mind's eye is doing it's thing, and I am but a passenger. It's now the Google-Marissa mental mashup versus the Microsoft-Monkeyboy machination. Google could have an awesome weapon on its hands here.

Funny how the mind works.

RIA wars heat up with arrival of Adobe's AIR and Flex

In the world of Rich Internet Applications (RIAs), the battle for hearts and minds -- not to mention eyeballs and desktops -- heated up this week when Adobe Systems took the wraps off its Adobe Integrated Runtime (AIR).

Adobe AIR, according to the buzz on the street, "blurs" the lines between the PC and the Web by allowing users to download Web applications to the desktop and letting them access those applications wherever the user may be. For example, eBay has developed an AIR application, so that bidders not longer have to monitor the eBay Web site or constantly watch their email. Instead, changes in an item they are interested in can be instantly displayed on their desktop.

Adobe announced the beta last fall in lieu of a promised alpha release, and, at the time, I said I hoped the company would move more quickly on completing their work on it, as the RIA market seemed to be catching on quickly. There's talk of a Linux version.

Everyone from the New York Times to niche bloggers are buzzing with trying to handicap the horse race that's now developing among the top contenders, including Adobe's latest entry, and offerings from such other RIA powerhouses as Microsoft's Silverlight and Mozilla's Prism.

Adobe is already planning to make its own applications available in an AIR version, and its Web site lists some major online organizations that have already developed AIR applications. In addition to eBay, these include such household names as The New York Times, AOL, NASDAQ, The American Cancer Society, Nickelodeon, Yahoo!, and Salesforce.com.

Those interested in a more grassroots approach can find over 120 AIR applications at the Airapps wiki.

While the spotlight seems to be on AIR, it's hard to ignore Adobe's other announcement, which is the availability of Flex 3.0, their open-source framework for building highly interactive Web applications, which has also been languishing in beta since last fall.

I recently saw a demo of Workday's human resource management applications build using Adobe Flex, and the ability for users to navigate and customize their work on the fly was very impressive. Workday has artfully crafted on-demand business applications that rival any client-server applications. I expect this to become the standard for online productivity applications, and for AIR to grease the skids for wider adoption of these compelling UIs. [Disclosure: Workday is the new parent of Cape Clear Software, a sponsor of BriefingsDirect podcasts.]

Flex 3.0 has added a slew of new functionality to the 2.0 version, as well as enhancing some of the earlier capabilities. Among the new functions:

• Drag and Drop support
• Local File system access
• Local SQLite database storage
• AIR debugging and profiling
• AIR application packaging and signing

There are more at the Flex Web site.

While Flex may tickle the fancy of developers, it's AIR that's caught the attention of the so-called mainstream media, with even the BBC weighing in on the matter. One major issue has already reared its ugly head -- security, with some commentators expressing the fear that users could unwittingly download malicious programs.

The developer will sign AIR applications, and it will be up to the user to decide whether to trust the certificate or not. While it's easy to say that end users should be prudent in their choices, experience has taught us that people often blow right by warning screens and download things they shouldn't. Time will tell how much of a problem this is.

Adobe AIR can be downloaded now. Flex is available for purchase.

Microsoft on open APIs: New tune or blowing more smoke?

It's a radical departure, this news from Microsoft that openness between its products and the rest of the universe is more than a hollow platitude. To take Microsoft at its Word, given this release, is to open an era of an entirely new Microsoft. But is it?

For Microsoft's admitting today that it needs to be more open, should meaningfully support standards, should allow developers access to APIs, should make its documents easy to share, should build new interoperability-friendly APIs for its major products -- this is also admitting that it has tried to thwart or undo these very avenues to progress in the past.

This has to be more then trying to appease the European regulators.

So Microsoft's declaration to embrace openness is at the same time a mea culpa, that it has been employing dirty tricks to seal its products off, and has tried to punish those that would seek to make productivity from the interchange between Microsoft's products and the rest of the universe. And it has been doing it all as a convicted monopolist.

And so we are now supposed to move on. Please see this as a new era of openness, we were wrong (while the price was right), and now we're going to play nice. We love open source, and standards, and API access, and third-party developers. Sorry, so sorry, let's move forward.

So they say.

And to pair this new air of openness with the acid hostile takeover bid for Yahoo offers a few potential insights, if not underscores deep internal conflicts in Redmond.

It is odd that the road to openness demands the takeover of a foe, nee friend. One week we need to outbid the world to grab a company distinctly different from our own (for the engineers), and the next week we need to better love the sharing between people and technology (for the engineers).

What? These market movers strike me as at crosscurrents, at best, or more likely some kind of bi-polar method to software development and deployment amid an advertising-crazed upset of the monopoly apple cart.

And yet, too, the odd pairing makes sense, if you're a cynic.

Because by seeking to buy Yahoo, Microsoft is also making some major mea culpas. By trying to buy Yahoo, Microsoft is in effect agreeing that open source is essential to any competitive, world-class datacenter or cloud fabric of the future. And so then Microsoft needs to change its tune about open source. Sorry, we goofed. Now we'll just buy an open source cloud infrastructure.

If by seeking to buy Yahoo, Microsoft aims to broaden its reach as a purveyor of IT functions as services (beyond the Live stuff to date), then openness and interoperability between its products and Yahoo's services is a must. And again, Microsoft needs to change its tune about openness and interoperability. Sorry, we were wrong about the Web. It's not going away. Our interfaces won't necessarily be the gateway to the Internet assets you need and seek.

If by seeking to buy Yahoo, Microsoft aims to use industry standards to integrate its Windows Everywhere arsenal with the rest of Yahoo -- and most enterprises or portals, for that matter -- then Microsoft needs to change its tune about is depth of use and commitment to open industry standards. Sorry, we should have played nice all along. Who wants proprietary formats, anyway?

For Microsoft to make the Yahoo merger work, the announcements today have to work too. By buying and integrating Yahoo into Microsoft, in essence, forces Microsoft to be integrated with a much larger slice of the real world. Mea culpa, mea culpa, mea culpa.

But what happens after the Yahoo merger, assuming they integrate it all (or at least make it interoperable, presumably leveraging the very standards they so long disdained)? What's to say that everything that Microsoft is pledging to do today, they decide not to do in two years?

Is there no going back? Or is this the means to the ever-larger platform play that Microsoft could not attain -- of extending one monopoly to another? Is this the Web-as-platform acquisition that leads only to increased advertising revenues at the cost of the demise of the original monopoly and those juicy license fees?

I do like what I'm hearing, I just wish it was easier to believe that Microsoft by its very nature has changed along with the need for it to change.

It seems easy for Redmond to cop these mea culpas. It's not as easy for me to forget what made them necessary.

Informatica offers Data Migration Suite; Wipro to leverage its power

Informatica Corp. is addressing the crucial issue of data access by packaging its data integration software as Informatica Data Migration Suite, with an eye toward providing a solution for companies involved in mergers and acquisitions, consolidation, and outsourcing.

With the shifting landscape of business today, as well as such innovations as service-oriented architecture (SOA), reliable data access is more important than ever to provide the organizational flexibility necessary to respond to internal demands and external pressures.

Despite this, most Global 2000 companies report that their data migration has come in late or over budget. According to a study by Bloor Research, commissioned by Informatica, some 84 percent of projects fell short of expectation and resulted in cost overruns averaging 30 percent. This can have a serious impact on an area expected to see budgets exceeding $8 billion in the next few years.

Informatica, Redwood City, Calif., says its new suite, which provides an independent software platform designed for data migration, will include the company's PowerExhange, PowerCenter, Data Explorer, and Data Quality. The company says the new offerings is designed to ensure the success of data migration projects.

One company has already jumped on the new platform, with the announcement that Wipro Technologies in Mountain View, Calif., will use it to provide data migration to its customers worldwide. The Informatica offering will underpin Wipro's Data Migration Shared Services.

Wipro, which provides integrated business, technology, and process solutions on a global basis, will use the Data Migration Suite to automate and streamline the process. This includes creating all data mappings required to migrate data from and to any system, discovering data quality issues at their source, and cleansing and converting the data as part of the overall migration.

The primary targets for the offering will be data migrations in support of new applications including ERP /CRM implementations and upgrades, legacy system modernization, application instance consolidation, mergers and acquisitions, and outsourcing.

Bungee Connect beta goes public, adds oomph to development and deployment as a service

Bungee Labs, Orem, Utah, continues its march toward "platform as a service" (PaaS) with today's announcement that it has opened Bungee Connect as a public beta, inviting all developers to, in Bungee's words, "get inspired, get started, and get involved."

Bungee Connect is an end-to-end environment that allows developers to build desktop-like applications from multiple Web services and databases and then instantly deploy them on Bungee's multi-tenant grid infrastructure.

Fellow ZDNet blogger Ryan Stewart has a god piece on Bungee's coming out. As does Dan Farber.

Bungee is dangling the carrot of a reduced time to market -- as much as 80 percent -- from testing, deploying, and hosting in a single, on-demand platform. With utility-like pricing, Bungee is also offering reduced cost. The company claims that businesses can expect to pay $2-5 per user per month for a heavily used business productivity application. However, all applications will be hosted for free during the public beta.

To provide a reference application, Bungee is also releasing WideLens, a calendar application that solves integration problems between Microsoft Exchange, Salesforce.com, Google Calendar, Facebook, MySQL, and iCalendar.

WideLens is intended to provide examples of integrating multiple databases and Web services, end-user authentication, and dynamic user interface presentation patterns. The integration accommodates a variety of protocols -- WebDav, gData, SOAP , REST, and the MySQL client libraries.

A demonstration video is available from the Bungee Web site.

One major feature of Bungee Connect is that developers can access all applications through one of the major Web browsers -- Internet Explorer, Firefox, and Safari -- with no software downloads, installs, or plug-ins.

I've been following the exploits of Bungee since it first unveiled Bungee Connect last April at the Web 2.0 Expo. Back then, I saw it's potential to expand the universe of Web services for developers:

" . . . the real innovation is how the Bungee Connect model provides an incubator, and — in essence — a business development partner to the developer so that they do not just create an application — they can create a business. That's because the cost for the use of the tools, testing, and then hosting is free, and the subscription cost for the at-scale hosting only kicks in based on the use of the application by end users. Low use means low costs, and high use means a predictable measure of the proceeds goes to the development and hosting service."

One thing we can take away from this announcement is that PaaS is now more than just pie-in-the-sky concept or a one-off product. It's gaining traction, and is offering companies a low-cost -- or scalable cost -- route to business development.

David Mitchell, Bungee founder and CEO, sees PaaS as the wave of the future. He said in a blog post on the Bungee site:

"In our view a platform includes all the systems and environments comprising the end-to-end life cycle of developing, testing, deploying, and hosting Web applications. Naturally, this platform must also be cloud based, a platform as a service,

At Bungee Labs, we believe a transformation larger than SaaS is emerging, where end-to-end development, deployment and hosting platforms as provisioned as services over Web."

Mitchell's blog post echoes what I said in an update last July:

The net effect of these trends and examples is that the time, cost and risk of going from design to full production are deeply compressed. We are entering a period on unmatched applications, services, and media creativity.

I expect we'll be seeing more application lifecycle as a service approaches -- ones that bring enterprise-calibre development, test, deployment, and hosting together. Amazon is moving in this direction. We should also expect the same from Google and Microsoft.

Indeed any cloud computing environ that wishes to support a vibrant community ought to offer what Bungee Labs is providing now. And do hope that standards rule the day so that mashups remain straightforward.

The issue of code portability also needs to be addressed. I probably won;t make sense for these hosts to make leaving easy, but it should nonetheless be quite possible and well understood.

TIBCO beefs up ActiveMatrix with 2.0 release, moves to 'Total Architecture' value

Promising hefty productivity increases and a lower TCO , TIBCO Software this week announced its beefed-up ActiveMatrix 2.0, which aims to simplify bilding and managing service-oriented architectures (SOAs).

This latest release adds BusinessWorks, which is available either in standalone mode or as a container hosted in the ActiveMatrix infrastructure, and Service Bus, a new lightweight enterprise service bus (ESB), that helps integrate services while using content or context-based routing.

It was just a year ago that I had a BriefingsDirect SOA Insights Edition podcast devoted largely to TIBCO and ActiveMatrix. At that time, the panel of analysts saw newly announced ActiveMatrix as a definite shift in the trajectory that TIBCO had been on. You can listen to the podcast here.

I also conducted a sponsored book review podcast last year with TIBCO architect Paul Brown on the concept of Total Architecture, which ActiveMatrix 2.0 undergirds, for sure. Disclosure: TIBCO has been a sponsor of my BriefingsDirect podcasts. Read a full transcript of the discussion.

ActiveMatrix 2.0 includes expanded and deep support for service component architecture (SCA) to automate and unify the assembly, deployment, hosting, and managing of SOA projects and services.

With ActiveMatrix 2.0, TIBCO says users can manage SOAs with combinations of Java, .NET, and broad service mediation and orchestration of both existing custom and packaged applications.

TIBCO has great hopes for the new release. According to Matt Quinn, vice president of product strategy:

“As organizations embark upon broader SOA initiatives, business and IT users need tools that can help them harness services across multi-vendor platforms and scale to meet the most demanding enterprise environments. The TIBCO ActiveMatrix product family continues to evolve to help all types of businesses at any phase in the SOA life-cycle to reduce the complexity with developing, deploying and managing service-oriented applications.”

All ActiveMatrix 2.0 products can be purchased separately or as part of three packages – the TIBCO SOA Starter Bundle, the TIBCO Integration Bundle, or the TIBCO Composite Application Bundle.

On the vendor sports angle, TIBCO remains one of the few remaining standalone commercial middleware/SOA infrastructure vendors. With BEA now under the auspices of Oracle, Cape Clear under Workday, IONA Technologies also remains independent (but appears to be in play, with Software AG rumored to be in pursuit).

The field of vendors not gobbled up by larger inclusive providers include focused and component-based providers such as SOA Software, and a slew of open source and commercial open source providers -- from MuleSource to WSO2 to Red Hat. Disclosure: WSO2 has been a sponsor of BriefingsDirect podcasts. Disclosure: IONA Technologies has been a sponsor of BriefingsDirect podcasts.

And many of the open source providers are rapidly expanding their SOA infrastructure perview, not the least of which is this week's Red Hat announcements about their SOA stack, built significantly from the JBoss community.

I remain bullish on open source SOA, and we may soon see the real cost-benefits competition occur not between the large, comprehensive suppliers like IBM, Oracle and Microsoft -- but more generally between open source SOA providers and commercial ones. As with IONA and Mule, we also see that combinations of open source development and commercial distribution and support can be a powerful and productive tag-team.

SOA infrastructure lends itself well to community development and advancement. I expect to see more SOA action, too, at the upcoming EclipeCon event in March.

Citrix assembles virtualization products under Delivery Center umbrella

Citrix Systems, Inc. has announced a restructuring and rebranding of its key virtualization products, as well as the introduction of a new orchestration technology.

My question is when will the cloud computing, virtualization, SaaS and advertising combined synergies bubble up to show Citrix' substantial strategic worth? Who will get it and bet on it first?

First things first. The Citrix Delivery Center will serve as an umbrella for a new family of products that includes XenApp, formerly the Citrix Presentation Server; as well as, XenDesktop, NetScaler, and XenServer.

The Fort Lauderdale, Fla.-based company said that it is renaming the presentation server to capitalize on the connection of Xen with virtualization and to make it fit in with the rest of the product line.

Citrix has also announced the release of XenServer Platinum Edition. This will give users the functionality they need to provision both virtual and physical machines. It includes the ability to stream a workload to any server or server farm and will provision servers simultaneously from a single standard workload image.

It will also include capacity on demand and the ability to dynamically manage provisioning for disaster recovery and business continuity.

Back to the meaty stuff. On an even more fascinating note, came consultant Sramana Mitra's pithy ruminations this week of how a Citrix and SAP merger would work. And the timing of that tidbit coincides nicely with rumors of a Oracle buy of Salesforce.com.

I think both of these scenarios make a lot of sense, and demonstrate that strategic advantage in three years will be cast though a cloud. In other words, everyone who's anyone in applications needs a services fabric story. They will also need the ability to mine whatever relationship will emerge between enterprise applications delivery and advertising. I'd say even an IBM-Citrix matchup makes sense.

Citrix has assembled the means to pivot and weave to work this market disruption in many directions. It can stay on-premises, go to the cloud, deliver the desktop as a service, among other permutations. And there's always the Microsoft relationship.

Indeed, you should have seen the glint in the eyes of the Citrix executives last fall in Key Biscayne when I asked when they will inject ads into their applications delivered as services. I almost saw dollar signs amid the Florida sun-inspired crinkles by their eyes.

And let's not get hung up on the "there will never be ads in business apps" bull. Like I told Henry Blodget in a recent comment to a blog of his:

... advertising will surely morph into a smorgasbord of sponsored web services, mashups for hire, affiliated networks, search-oriented lead generation, pay as you use online infrastructure, multimedia informercial snippets, and --most importantly -- more intelligent matching of a buyer's needs and a seller's outreach.

... In a matter of months or few short years, the cloud will permit much richer buyer-seller interactions, things we should not rightly call advertising. Users can get what they need to be more productive, at a price. Sellers will find direct lines to those ready to buy, for pennies per sale. It is semantic selling in one direction, and vendor relationship management, as Doc Searls says, in the other.

And this will be a productivity boon to B2B, B2E and B2C commerce. We will soon be able to grease the skids of automated matching of buying and selling, across nearly all goods and services.

Ester Dyson has some good thoughts on the subject, too, in a recent WSJ op-ed piece.

Back to the more mundane (but necessary) news: XenServer 4.1, according to Citrix, offers more than 50 enbhancements. A full listing of the features and functionality of Platinum Edition and the latest release of XenServer 4.1 are now available on the Citrix Website.

The new Citrix orchestration technology, known as Workflow Studio, is designed to tie together the company's application delivery solutions and integrate them with users' existing technology components.

Workflow Studio is built on Microsoft .NET, PowerShell and Windows Workflow Foundation technologies. This extensible design also makes it easier for customers to link Citrix products into broader systems management solutions from partners like HP, IBM, and is designed to allow everything to function seamlessly within large enterprise environments.

ZDNet's Paula Rooney sees the news as a move away from the company's open-source mission and said that Citrix officials were trying to back away from Xen by branding its products under the Citrix Delivery System banner.

While Citrix is using the Xen name for its individual products, it is positioning the entire stack — including its NetScaler web acceleration platform — as the Citrix Delivery Center. From that, it appears that Citrix is diluting XenSource’s core identity as a virtualization company in order to score points with Microsoft and catapult Microsoft’s forthcoming HyperV hypervisor as VMware’s chief rival.

This led Simon Crosby, Citrix CTO, to respond:

Xen is profoundly important to Citrix, is changing everything about the way that Citrix develops and delivers its products. Citrix is fully supportive of open source and the community, and you will see much more than just Xen as a core community focus from Citrix in the not too distant future.

I've been bullish on the Citrix/Xen Source combo, since they joined forced last year. Back then, I said:

The acquisition also sets the stage for Citrix to move boldly into the desktop as a service business, from the applications serving side of things. We’ve already seen the provider space for desktops as a service heat up with the recent arrival of venture-backed Desktone. One has to wonder whether Citrix will protect Windows by virtualizing the desktop competition, or threaten Windows by the reverse.

The individual products in the Citrix Delivery Center family can be purchased today. A tech preview of the new Workflow Studio solution will be available in Q2 2008.

Citrix XenServer 4.1 is currently available as a public beta from the Citrix web site and will be generally available in March 2008. Citrix XenServer Platinum Edition will be generally available shortly after in Q2.

That's provided someone hasn't bought Citrix first.

New Eclipse-based tools from Genuitec offer developers more choices in migrating to IBM WebSphere 6.1

Listen to the podcast. Or read a full transcript. Sponsor: Genuitec.

The arrival of the IBM WebSphere Application Server 6.1 presents Eclipse-oriented developers with some big decisions. The newest version of this popular runtime will depend largely on Rational Application Developer (RAD) for tooling.

While this recent runtime environment release is designed to ease implementations into Services Oriented Architecture (SOA) and improve speed for Web services, the required Rational toolset -- formerly known as the WebSphere Studio Application Developer -- comes with a significant price tag and some weighty developer adjustments.

Genuitec, however, is now delivering MyEclipse Blue Edition as an alternative upgrade path for tools as enterprise architects and operators begin to adjust to these major new releases from IBM. MyEclipse Blue Edition is not competing with IBM as much as catering to an under-served market of people that may not be able to afford the quick and full Rational tool adjustment, says Genuitec.

And so Genuitec, the company behind the MyEclipse IDE, is offering a stepping-stone approach to help with this WebSphere environment tools transition. To help understand this transition, the market, and the products, I recently moderated a sponsored podcast discussion with with James Governor, a co-founder and industry analyst at RedMonk, as well as Maher Masri, president of Genuitec.

Here are some excerpts:

The economics around tools have shifted dramatically. It seems that the value add is not so much in the IDE now, but in building bridges across environments, making framework choices easier for developers, and finding ways of mitigating some of these complexity issues, when it comes to the transition on the platform side.

Eclipse obviously has become the default standard for the development environment and for building tools on top of it. I don’t think you need to go very far to find the numbers that support those kinds of claims, and those numbers continue to increase on a year-to-year basis around the globe.

When it started, it started not as a one-company project, but a true consortium model, a foundation that includes companies that compete against each other and companies in different spaces, growing in the number of projects and trying to maintain a level of quality that people can build upon to provide software on top of it from a tools standpoint.

A lot of people forget that Eclipse is not just a tools platform. It's actually an application framework. So it could be, as we describe it internally, a floor wax and a dessert topping.

The ability for it to become that mother board for applications in the future makes it possible for it to move above and beyond a tools platform into what a lot of companies already use it for -- a runtime equation.

IBM was the company that led the way for all of the IBM WebSphere implementations and many of their internal implementations. A lot of technologies are now based on Eclipse and based on the Eclipse runtime.

Customers tell us ... "I am moving into 6.1, and the reason for that is I am re-implementing or have a revival internally for Web services, SOA, rich-net applications, and data persistence requirements that are evolving out of the evolution of the technology in the broader space, and specifically as implemented into the new technology for 6.1."

Every one of them tells us exactly the same story. "I cannot use your Web service implementation because, a) I have to use this web services within WebSphere or I lose support, and b) I have invested quite a bit of money in my previous tools like WebSphere Application Developer (WSAD), and that is no longer supported now.

"I have to transition into, not only a runtime requirement, but also a tools requirement." With that comes a very nice price tag that not only requires them to retool their development and their engineers, but also reinvest into that technology.

But the killer for almost all of them is, "I have to start from scratch, in the sense that every project that I have created historically, my legacy model. I can no longer support that because of the different project model that’s inside."

From an IBM perspective, it’s a classic case of kind of running ahead of the stack. If you see the commoditization further down the stack, you want to move on up. So IBM looks at the application developer role and the application development function and thinks to itself, "Hang on a second. We really need to be moving up in terms of the value, so we can charge a fair amount of money for our software," or what they see is a fair amount of money.

IBM’s strategy is very much to look at business process as opposed to the focus on just a technical innovation. That certainly explains some of the change that's being made. They want to drive an inflection point. They can't afford to see orders-of-magnitude cheaper software doing the same thing that their products do.

They are looking for life cycle approaches, ways of bridging design time and runtime. IBM is addressing some of these needs, but, as you point out, developers are often saying, "Hey, I just want my tool. I want to stick with what I know." So we’re left with a little bit of a disconnect.

We [at Genuitec] looked at the market. Our customers looked back at us and basically gave us the same input: "If you provide us this delta of functionalities, specifically speaking, if you’re able to make my life a little easier in terms of importing projects that exist inside of WebSphere Application Developer into your tool environment, if you can support the web services standard that’s provided by WebSphere.

" ... if you could provide a richer deployment model into WebSphere so my developers could feel as if they’re deploying it from within the IBM toolset, I don’t have the need to move outside of your toolset. I can continue to deploy, develop and run all my applications from a developer's standpoint, not from an administrator's."

There are companies that are always going to be a pure IBM shop and no one is going to be able to change their mind. The ability to provide choice is very important for those that need to make that decisions going forward, but they need some form of affordability to make that decision possible. I believe [Genuitec] provides that choice in spades in our current pricing model and our ability to continue to support without the additional premium above that.

Listen to the podcast. Or read a full transcript. Sponsor: Genuitec.