If a Vendor Spends Enough on Full-page Ads: Ink will Follow

Earlier comments in this blog referred to Autonomy ads in Information Week. They have continued throughout early 2009 with just the latest proclaiming “Autonomy Dominates Enterprise Search” in bold red and black, two of my favorite, eye-catching colors. Having read the publication for over ten years, I notice things that are different. Seeing a search company repeatedly showing up keeps me noticing because they are the first to spend on major advertising like this in an IT publication.

This week the predictable happened, it was an article by Information Week‘s Sr. VP focusing on Autonomy’s terrific business run in a tough economy. Fair enough – it happens all the time for big spenders.

I just want to remind readers that if you are a small unit in a large organization or a small or medium business, there are dozens of enterprise search solutions that will serve you extremely well, with much lower cost of ownership and startup effort than Autonomy. You do not need the biggest or fastest growing company’s products to get good or even excellent solutions. Furthermore, the chances of getting superior customer support and services from a more modest company, which is focused exclusively on search excellence, are much better.

Be sure to check out the offerings at the Gilbane Conference in San Francisco next week. A lot more guidance and good case studies will give you an earful of what else to consider. The search headliners at the conference with Hadley Reynolds moderating are:

E8. Search Survival Guide: Delivering Great Results
Speakers: Randy Woods, Co-founder & Executive VP, non-linear creations, Best Practices for Tuning Enterprise Search and Miles Kehoe, President, New Idea Engineering

E9/I5. The Next Big Thing: Tomorrow’s Search Revealed
Speakers: Stephen Arnold, ArnoldIT, What You Need to Know About Google Dataspaces and Jeff Fried, Senior Product Manager, Microsoft

E10/I6. Bringing it All Together: Perils and Pitfalls of Search Federation
Speakers: Helen Mitchell Curtis, Senior Program Director of Enterprise Solutions, MacFadden, Federated Search in a Disparate Environment, Larry Donahue, Chief Operating Officer & Corporate Counsel, Deep Web Technologies, Federated Search: True Enterprise Search and Jeff Fried, Senior Product Manager, Microsoft

E11/I7. The Special Case of Categories – and Where To Find Them
Speakers: Joseph Busch, Founder, Taxonomy Strategies, Taxonomy Validation, and Arje Cahn, CTO, Hippo, Find What You Need in Unstructured Content with the Help of Others (and your CMS): Demo of Wikipedia with Faceted Search

E12/I8. It’s Easier with Structure: Leveraging Markup for Better Search
Speakers: Dianne Burley, Industry Specialist, Nstein Technologies, Semantic Search and J. Brooke Aker, CEO, Expert System, A 3-Step Walk Through ECM Using Semantics

E13/I9. Improving SharePoint Search & Navigation with a Taxonomy and Metadata

1 Comment

  1. Thank you for the comment. I want to be sure that readers don’t think I am predicting Autonomy’s demise. I believe that they really are gaining market share at a great clip. I just think that there are only so many organizations that can afford the price and scale of Autonomy’s offerings and the cost of deployment. I also believe that organizations seeking excellent search will find highly affordable options from companies that are not trying to solve every content problem imaginable. At some point the brand becomes synonymous with commodity everything and not so great in any one thing. As you noted this may be their peak or just a dilution of search because of the broad offerings they now have.

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