So as an Intern at IBM I have been working really closely with a new product called Webpshere MQ File Transfer Edition (let’s call it FTE – BRAND NEW VERSION OUT! – exciting for us anyway…).
Managed File Transfer (a market in which Gartner claims FTE is a ‘leader’ in), is something I have recently completed some reading on.
It became massively clear from all the reports that there was a lot of money to be made in this market…
The reason for this is because is the growing need for reliable and agile movement of files.
Simple.
People need to get files from one place to another, quickly, quietly, reliably whilst still being able to track EVERYTHING (auditing purposes). Banks, retailers, hospitals, insurance companies…almost everyone nowadays.
This sounds pretty simple; big gap in Managed File Transfer market for quality product -> Build it -> Sell it.
I cannot tell you how well FTE is doing (numbers wise – I don’t think) but what I will say is that it is doing great. It really is a product that sells itself.
From a marketing/sales perspective….What a relief right?! Big gap, now great product, selling well?!
Wrong.
It goes back to my previous post, and illustrates it further. Marketing is still needed to tell people that this product is out there. The biggest hurdle is still to arrive…(a later blog…)
This product could:
- save an organisations 10s of thousands of pounds, even more (I am saying this from experience),
- save tones of resources and quite frankly make that side of the business that much easier and stress free to run.
- plus all the cleaver things it can do to make processes far more efficient and agile.
But if the company is unaware the product (or anything like it) exists, then they do not know a solution to their problem exists, or perhaps how to find it.
Companies also still need proof that the product works and that they are not the first to try the investment.
Companies can no longer rely on a posh voiced man in an Armani suit claiming, “This product is marvellous, excellent and to be quite honest, outright masterful. Everyone has it.”
Nop….. shame, I would love that job..
It is more along the lines of, “Yeah, sure, we understand what you CLAIM it can do, now tell me who else is using it and whether it is actually working.”
So yes, the product may be great, but that is merely the beginning, what is needed is marketing and this includes proof that other customers are using it.
I am finding this part of the process quite frustrating.
As you can imagine there are many customers who have bought FTE, but I cannot even share any of this in detail with you because 99% of these companies will not allow me to.
So, for now, here is a customer I AM allowed to tell you uses our product. A generous customer who is going through aggressive supply chain management and looking to expand their stores 2 fold (to 500 stores) across America. Stein Mart is there name. Soon I will be able to share a case study on their use of FTE, with you…!
If your company could (and I cannot think of many who would not) benefit from this software you should definitely follow the links on the page, or get in touch.
You will receive plenty of pats on the back for this investment that’s for sure.
Thanks for reading!
Tags: Gartner, IBM, Magic Quadrant, Marketing, Product management, References, Websphere, Websphere MQ File Transfer Edition, Why do Marketing, Why Market
