Web Analytics market consolidation
Publié le 31 octobre 2007 par Jean-Sebastien
Everybody heard the BIG news last week: Omniture acquire Visual Science. Peterson was happy and Hamel was worry about market commodization. I gave him my view and I want to share it with you. Just to put you in context, product commodization brings market players to differenciate their offer on price only.
I don’t think that price will set the rule on Web Analytics solution’ differenciation. If we compare this market trend to the BI trend, BI leaders such as Oracle and SAP made strategic acquisition (e.g. Oracle, SAP) to secure their position by widering the scope of service offered. I’m convince when business decisions makers search for the ultimate BI solution, price does matter, but not strategically, solution functionnalities and support do.
My vision on web analytics market consolidation is more about preventing BI line extension. I could see in a year or two Oracle buy Clicktale or CrazyEgg and SAP does the same with others or, maybe, offer their proper web analytics solution. If they get to it, sooner or later, they could hurt significatively this market. On their side, Omniture, Webtrends and Clicktrack are now “forced” to acquire other smaller compagnies to delay or stop this near future from happening.
Only future will reveal the truth.
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Tags: Analytics, omniture, visual science, web analytics
octobre 31, 2007 à 10:50
Je me demande qui a en ce moment le plus gros budget en R&D ^_^
Est-ce que Google investit massivement pour se rapprocher…ou vont-ils se faire distancer par les competiteurs…
novembre 1, 2007 à 8:46
Je pense que GA va rester un contender de haut niveau mais atteindra jamais le même statut que les grands compte tenu de son modèle d’affaires. Il ne pourra pas offrir une solution gratuite ayant les mêmes avantages que Omniture et être rentable. LA seule façon d’être dangereux est en offrant une version payante contenant des fonctionnalités avancées.
novembre 1, 2007 à 10:29
Dure à dire…Google a pris une solution qui coutait deja bcp de $$$ et la rendue gratuite au monde!! en plus que yahoo et microsoft vont eventuellement avoir une solution de mesure…Google va offrir encore plus de features…on va voir qui va innover le plus vite