Is Vendor Obfuscation a Strategy?
Aside from the fact that many press releases rely heavily on industry gobbledygook, they often use superlatives to claim their new "solution" is a "first" and that their company is the "leader" in its field.
Ill share a couple of recent examples; the names are changed to protect the guilty. Both examples consist of the lead paragraph in the releasethe one designed to make you want to read more.
Almost irresistible, arent they?
Another industry practice that makes it difficult for customers to make sense of all of the products and services being offered is the habit of many IT vendors and consultants to define their market using their own terminology and acronyms, even when the proliferation of jargon and acronyms makes their own material almost undecipherable.
That has led to a bevy of phrases that describe similar products, such as corporate performance management (CPM), business performance management (BPM) and enterprise performance management (EPM). Frankly, journalists and CIOs are better served by fewer descriptions of similar products to make the job of comparing products easier.
In April, we asked CIOs who read CIO Insight what they think of all of this industry jargon, as part of a longer online survey. The result: CIOs do not respond well to all of this obfuscation.
Read the full story on CIOInsight.com: Is Vendor Obfuscation a Strategy?