Andy on Enterprise Software

The dark side of a marketing announcement

October 31, 2007

Business Objects announced a witches brew tie-up with Big Blue, bundling DB2 and its data warehouse capabilities with Business Objects together as a business intelligence “offering”. Given that Business Objects already works happily enough with DB2, it is rather unclear as to whether this is a any more a ghostly smoke and mirrors marketing tie-up rather than anything deeper, but it certainly makes some sense for both companies. It does, however, hint at Business Objects moving away from pure database platform independence, which takes on a new significance given the takeover (sorry: “merger” – much background cackling) of Business Objects by SAP. Is this really a subtle move to try and irritate Oracle, the other main DBMS vendor, give the highly competitive situation between SAP and Oracle, who are locked in a nightmare struggle for world domination? In this case, is SAP just manipulating Business Objects like a possessed puppet, pulling the strings behind the scenes, or was this just a hangover from the pre-takeover days, with the Business Objects marketing machine rolling on like a zombie that stumbles on yet does not realise it already has no independent life, clinging to some deep-held memory of those days in its old life. SAP has a more tense relationship with IBM itself these days. IBM sells cauldrons of consulting work around SAP implementations, but found a knife in its back when SAP started promoting the Netweaver middleware in direct competition with IBM’s Web Sphere.

Announcements from Business Objects from now on all need to be looked at through the distorting mirror of the relationship with its new parent, as there may be meaning lurking that would not have existed a month ago. Everything needs to be parsed for implications about the titanic Oracle v SAP struggle, as Business Objects should strive as far as possible to appear utterly neutral to applications and databases in order to not spook its customers. Arch rivals Cognos, Microstrategy and SAS will take advantage of any hint that the giant behind Business Objects is just pulling its strings.

Happy halloween everyone!