Did you notice the slight change in messaging and positioning that Informatica is making with its acquisition of Siperian? Siperian was focused on messaging a business solution; whereas in the latest marketing information from Informatica, the Siperian stuff is described as a “MDM infrastructure”.
I think this is a talking point. What does this signal? Is it a “toned down” message to try to avoid competitive positioning between Informatica and other vendors that sport MDM? Yes, I think so. Why say, “infrastructure”? Well, to me that signals IT and technology and integration and pipes and data stuff. For me, MDM certainly IS part of this; but more importantly MDM is a business solution; MDM focuses on “process integrity”, not just data quality. Process integrity helps assure the business processes do not create bad data, or through inaction, alow bad data to creap into the business.
Such a message might imply a desire to seek out IT as the potential buyer of its new wares. However, for me, this is a shame. It could be a legitimate strategy for Informatica, but I think it runs the risk of doing MDM, the discipline, a disservice, and hence might water down what organizations are truing to achieve with MDM.
What do you think? Yay or nay? Does a vendors marketing positioning signal a broader change in the market, or is this just one view among many?
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