Milestone Seeks Global VMS Market Dominance

Author: John Honovich, Published on Oct 30, 2011

In a recent interview, Milestone Systems declared that they will reach an astounding and unprecedented 80-90% global market share and become the 'Microsoft of VMS.' In this note, we analyze why Milestone cannot achieve such market share yet why this reveals important tactical aspects of Milestone's go to market approach. Plus, we look at how comparing themselves to Microsoft runs counter to their historic identity and could increase industry ill will towards them.

Key Claims Reviewed

** ************, *********'* *** **** * ****** ** ********* *** ******** claims:

  • "* ***** ** **** ** **** ** ******* **-** *** **** [market *****] *********** **** *** ***** ** *** ***** ***** ***. The ********* **** **** **** ** ** ********. **** ** **** to ****** *** ******* ****** ***** *** ***** **** ** *** acquisitions,in ***** ** ******* **-** *** **** ***** ****** *****"
  • ********* ********* ***** ****** ***** "********* ******* **-** *** **** and ** *** ******* ****** **** *** ****** ***** ***, gaining ****** ***** *** *** ****." ** ***** ********* *** clarification ** **** ** ** ** ************* ****** **** ***** statistics ** **** ****. **** ***** **** *** ****** ***** includes *** ***** *** * ***** ** ******* / ******** sold. ****, ** ******, **** ** *** *** **** *** software ********, *** *** ********** ****, ****, ******* *******, ***.
  • "** **** **** ******** ** ******* ****** **** ** ** percent ***** ** ******* *** ******* *** * ****** **** level ** ** ********* *** *** *********** ******."
  • "**** * ** ******* ****** ****, ******** **** ****** ***** three *****. ** * *** *****, ** **** ****** * 100-150 ******* **** ******* *******." ****: **** ******* *** ~** ******* Euros.
  • ** *-* *****, ********* ****** **** **** ** ***** *** size **** *** ****** * ******. ** ******* **** ** a ********* ** *******.

Why ********* ****** ******* **** ****** *****

***** **** ******* ***** *** ********* ****** ******* **** *****:

  • **** ** *************** ** ****** *****
  • ********** ** ********** ****-**** ******
  • *********** ** ******* *********** *** */*** ** *** ******

********* ** * **** **** ********* ***** *** ********* ************ that ** ******* ******** * ****** **************. *************, *** *********, that ** *** ********** ** ***** *** **** ************ ***** they ****.

**** ** *************** ** ****** *****

*********, **** ********* ******* ****, ** ** ******* **** ******* a *** ******** (*.*., ********* *** *** ******* **) ** deliver * ******** **** ****** ** ********** (*.*., ***** *** iTunes/iPod). ********* ***** ******* ** ***** ********.

**** *********, ** *** *** *** ****** ***** **, *** were ******* **** ***** *** ** ********* ******** ************. **** Milestone, **** ** *** *** ****. ***** *** **** ***** products **** ** ************* *** **** ***** *** *** *** blocked ** *** ***** **** * ****** ************.

**** *****, *** ******/**** ********** *** ** **** ****** **** anything ****, **** ***** *** ****** ***** ****** *** ******* music. ***** ********* ** * ***** *******, **'* ******** ** not ** ********** ****** **** ** ** *** **** ********* choice (***, *** **** ******, *** ** *** ***** ***).

********** ** ********** **** **** ******

** *** **** **** ********, ********* *********'* *** ******* ****** share ********, ** ******** **** ********* ***** **** ** **** at ***** ********** **% **** *** *** **** * ***** while *** *** ****** ** * ***** ******** * *** lower **% **** (*.*., ********* *** ** **** ** **% faster **** *** ****** ******* *** **** ** **** ******).

****'* **** ** ***** **** ** * ****** *********** ** created:

******* **** **** ****** **** *** ******* ****** ** **** for *** *******, ********** *** * ******* **** ** ** years *** *** ******* *** * ******** ****** ********.

****** *************

*** ************ ******** *** ****** ** **-**% ****** ***** ******* (at ***** *** ** *** ********** **********). "*******" **** **-**% market ***** ** **********. *** *** ****** ** *** ********* channel ****** ********* *** *** *****. ******* ** **** ***** market ****** ***** ********** ****** ** ********** ****** *********** ********** the ***** - *****, *********, *****, ***, ****, ***. **** makes ********* ** ********** ********** **** **** *** ******** *** of ****? ** ** *** *** * ********* ***** *** this.

*********** ************

********* ** ********* ** ********* ***** *** ********* *** ********* them ** ******* */*** ** *** ******* ****** *** ******. Assuming **** ********* **** ******* *** **** (**** ********* ** not **** *** **** *****), *************, ** ***** ** **** be ********* *** **** ** ****** ******** *** *****. **** already **** * ***** ***** **** ***** ********** **** **** to **** ***** ***** *******. **** ***** ***** ********** ***** bring ** *********? ** *** *********, *********'* *** ***** **** they '***** ****** **** **********, *** ******* * ***** ****** ** a ******* ******.' *** ********* ****** *** ***** ***** ****** like ******** ** ****** ** ********* ** ******, ***** ** such ******?

**** **** ****** ** **** ********* ***** ************ ************* ******* Milestone's *** ***********, ******** ***** *** ******** ***** ******** *** become ** ********** ****** ** *********'* ********* ****** ***** *********.

*** *******

********* ************ *** *** ******* ***, ** **************** ** ** **** ******, **** ** ** ******. *** ********, ****, *******: *** long *** **** ******** ** ******* ** **** * *** profit ***********? *******, *** **** **** **** *** ****** ****** contribute ** ***** ****** ****** ****? ********* *** ***** *** far ********* **** ********* ** * **** ********* ********* - they ***** *****. **********, ********* **** **** ** **** **** it *** ** **** ********** ** ****.

Key ********* **** *********'* *********

** **** *****, ****** ******** **** *** *** *******, **** Milestone, *** ******* **-**% ****** ***** ** *****. ** ***** as **** ******* *** *********** ** *********'* *** ******** *** King ** *******.

**** *****, ********* ******* ** ********* *** **********. *********** *** competitors ****** ******* **** ****. ********* ***** **** ********** **** its ***** *** ******** ***** ******** (*** '***** ****' ********) or ********* *** **** *** (*** '***' ********) ** **** solving * ******* ******* *** * ******* ****** (******** ** education, ******, ***.).

**** #* *** ********* ** ***** ***** - ******** ****** share. **** *** **** ** ***** ******* **** *** **** 2 *****, ********** *** ***** ***** ***** ** *** ***** level, **** ***** * *** **** *****.

******* *********** *** ** ********

******, *** ******** ** *** **** ** *** ** **-**% market *****, ** ******* ***** *********** *** ** ********. ********* will **** ** **** *** *** ****** *** ** *** VMS ****** ** ** ****. *** *** ** ********** **** is ** **** ******** ****** ***** **** *********** *** ** longer ***** ***** ***** *****. ** **** *****, **** *** forced ** ****** **** ** **** ** ********** ******.

******** ******* *** ******* *********

********* **** *** ******* ** ********** ****** ***** ******* ******** channel ************ **** ******* *********** ** * ********* ********. ** that ***, ** ****** ********* ** ******** ** ***** ******** that ***** ***** ******* ****. *** *******, **** ******* ** Milestone ********* ********* ******** ** ******** **** ******* ******** *** year ******. ** *** ******** ****, * ******* **** ** great ** ***** *** ********* **** *** *********** ***** ********** leaders ** ** * **** ******** ** ****. *******, *********** can **** ** ***** ********* ********** ** ******** ** ******** great ********.

Dangers ** ********* ******* ** *********

***** ********* ** ******* * ****** ** * *********** **********, powerful ******* *** ***** ** * ****** ******* *** ******* discussions **** *********, **** ** * **** *** ********* ********** for *** ****** *** ***** ************ *********. 

********* ** ******************/ ************* *** ********** ********* *** ***** *****-****** **** ** ******* with ******** *** ********* ******. ******, ********* ** ********** ****** the **** ****** *** **** **** ****** (******** ********** ** the********* **** *** *** **** **** ******). *********'* *** ***** ** **** **** ******* ***** ** ***** *****.

**** ** ************ *** ** ***** ** ********* *** ***** great ***** ** ** **** ************ *** ***-*************** (*.*., *** anti *** ****). ********* ****** ***** ***** ***** ** **** company *** ***** ** ******* **** ********* ********. ****** **** they **** ** ** *** '********* ** ***' **** ******* all ** ***** ********** *********.

**********

******* ***** ***** *********** ****** ***** *******, ** ***** *********'* claims **** **** **** **** ***** ** ******** ****** ***** by ************* ***** ****** ***** *** ****** ************ ****** *** world, ******** ****** ** ****** *********** *** ******** ******* **** to **** ******* *** ********** *********.

UPDATE ****

****** *********' ****** ***** ******** ******* *** ****, **** **** able ** ********** ** ******* ****.

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