One of the issues often underestimated by new vendors attacking an entrenched competitor is the sheer cost of platform migration. For example, in the database world, if someone comes out with a new, shiny DBMS that is faster and cheaper than the incumbents, why would customers not just switch? After all the new database is ANSI compliant and so is the old one, right? Of course this view may look good in a glossy article in a magazine or the fevered fantasies of a software sales person, but in reality enterprises have considerable switching costs for installed technology. In the case of databases, SQL is just a small part of the story. There are all the proprietary database extensions (stored procedures, triggers etc), all the data definition language scripts, systems tables with assorted business rules implicitly encoded, and he invested time and experience of the database administrators, a naturally conservative bunch. I know as I was a DBA a long time ago; there is nothing like the prospect of being phoned up in the middle of the night to be told the payroll database is down and asked how many minutes will it take you bring it back up, to give you a sceptical perspective on life. New and exciting technology is all well and good, but if that involves rewriting a large suite of production batch jobs that you have just spent months getting settled, you tend to just push that brochure back across the table of the software sales person. Installed enterprise software is notoriously “sticky”.
Hence when attacking something that is already in production, you have to go further than just say “ours is x times cheaper and faster”. An example of this is with DATAllegro and their assault on the mountainous summit that is the Teradata installed base. They have just, very sensibly, brought out a suite of tools that will actually help convert and existing Teradata account, rather than just hoping someone is going to buy into the speed and cost story. This new suite of utilities will:
– convert BTEQ production jobs with the DATAllegro DASQL batch client
– convert DDL from Teradata to DATAllegro DDL
– connect to the Teradata environment and extract table structures (schema) and data and import them into DATAllegro.
This is right approach to take. What they need to do next is get some public customer stories who have actually been through this conversion, and get them to talk about the benefits, and also realistically about the effort involved. If they can do that then they will be in a credible position to start eating away at the Teradata crown jewels, the seriously high end databases with 100TB or more.