In case the recent deluge of PR, launch events, news coverage and blog posts haven’t tipped you off, Microsoft has initiated the global launch of Office 2010 and SharePoint 2010. It will be interesting to see how quickly 2010 is adopted.
I believe that Microsoft has done a brilliant job of bringing SharePoint to the market. The ECM market is relatively mature with a short list of dominating players. While they battled to own customers with comprehensive “enterprise” solutions, Microsoft positioned themselves for growth through “reverse positioning, which Harvard Business School defines, in part, as:
“… By stripping away attributes consumers expect in a mature product, and adding some surprising new ones, a company can shift a product backward from maturity into the growth phase.” (See Harvard Business School’s graph, here.)
In an article from the Harvard Business Review, Youngme Moon writes that “such firms…step off the augmentation treadmill, shedding product attributes the rest of the industry considers sacred.”
Huge Sweet Spot on the Tail of ECM Market
It seems to me that Microsoft – with its SharePoint offering – has done just that. They have found a massive sweet spot of companies looking to get control over documents in their organization, while grabbing a firm hold of the tail of the ECM market as well.