Web 2.0, It’s About Cloud Computing, Now Buy Our Stuff

Last week, I went to Web 2.0, a conference in San Francisco at the Moscone Center looking for B2B stories. The last time I went in 2007, I was hoping to find some B2B case studies of which I found none. It was filled with companies all promising to be the next YouTube. All their names had x’s and z’s in them. This year, the exhibitors seemed much more grounded and the mood much more muted.

Outside Web 2.0 at Moscone Center, San Francisco

I found three general categories of exhibitors:

  1. The blue chips: HP, Cisco, IBM, Microsoft, Adobe.
  2. The Web 2.0 platform suit vendors: Blue Kiwi Software, Tableau,  Opera Software
  3. The cloud plays: DAAS.com (datacenter as a service) specializes in ready to go Cloud Computing products. Clustrix - a brand new highly scalable database appliance.

In 2007, there were many more see-what-sticks consumer ideas, video on demand, parking space finders, widget download companies. This year, Cloud Computing was the magic word. I was impressed at how far the Web 2.0 space has developed. It seemed as though the recession cleaned out some of the never-gonna-make-it businesses (or at least limited their event sponsorship budget).

So what B2B stories did I find?

I got the pitch from the person in the Cisco booth, let’s call him Jim. This is how Jim’s story went:

  • Have you you ever heard of the human network? We’re enabling people to connect with each other in faster ways.
  • We believe that Cloud Computing will enable more possibilities for these connections.
  • Our routers, switches, and now this new blade server here (points to server) provide the backbone for businesses to create a Cloud infrastructure.

Being a marketing person myself, I felt that if I closed my eyes I could visualize the different departments’ and organizations’ messaging paragraphs as Jim told me the Cisco story… The first about about the human network comes from corporate, the Cloud comes from the worldwide marketing team and the last section comes from the product manager. The transition between the Cloud Computing story and the point about the blade server was so jarring, Jim seemd to have trouble connecting the two.

Just to show that I’m an equal opportunity critic, the HP story at Web 2.0 also went from Cloud Computing very quickly to the gear that we had on display at the conference. With hardware products, it’s often difficult for marketers to get from the customer problem and solution, to why they should by our gear. Since I’ve been working in HP Enterprise Services (formerly EDS), I find that they are very good at understanding the customer point of view, as mentioned in previous blog posts. Maybe a mashup or the two approaches could yield an effective story which combines the relevant points for the customer with the value proposition of the gear.

What is your experience?

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