Iain Ferguson blogs that corporate IT
should not trust vendors' use of new terms such as Business Intelligence (BI). Few IT people would be surprised by this, the dilution of many terms through use in marketing hype is well known. Terms that are commonly recognised as diluted include; Business Intelligence (BI), Knowledge Management (KM), Self Healing, 360 degree view of your customer and Customer Relationship Management (CRM).
In many cases terms are diluted to help mutton dress up as lamb. A document storage solution is declared to offer first document management, and then as sales dry up, it is spruiked as knowledge management (perhaps with the addition of a few more meta tags). This rebirthing of old solutions is sometimes an interim measure as the vendor comes up with a real knowledge management solution, but more often than not it is simply marketers jumping on the latest buzzword bandwagon.
Sounds harmless, right? Well it would be, if it was not used to avoid actually delivering what the customer really wanted. As Iain points out:
Your writer wonders how many customers have been suckered over the past few years into thinking they were implementing a BI solution when they were actually getting a rebranded query and reporting toolset.
It’s a sad fact of life that ICT suppliers are desperately eager to coin new terms and shamelessly redefine them as they go in an effort to shift more equipment or services.
The IT/Software Asset Management (IT/SAM) industry is as guilty of this as any, the use of the term Self Healing being a good example of hype in action (it usually just means the automatic application of software patches).
The whole ethos of Cattle Dog is opposed to this sort of buzzword claiming, yet I'm sure there is some of our marketing material that may claim association with buzzwords unnecessarily. If you doubt something we say in our marketing material, please mention it to me at angus@cattle-dog.com.au.Angus McDonald
Principal, Cattle Dog Pty Ltd