BORL: Time to BUY! Message Board

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Technology Stocks : BORL: Time to BUY!

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To: i-node who wrote (7257)	11/10/1997 10:41:00 PM
From: David Miller	Read Replies (2) of 10836

>>Borland is focusing on these higher-end products<< The time to be ultra-careful is when a company is in transition. Many people thought that Corel's move to Javanise its product line was a company-saving move. I still think the theory was sound, but the execution faulty... was it too early in the technology's lifecycle? Did they underestimate the complexity? Had they really understood the impact that the shift of emphasis would have on their existing channel? Another recent example would be Informix - ignore the channel-stuffing for the moment, and concentrate on the traditional vs future database campaign they ran for Universal Server. It lost them sales in their "traditional" market, before they were able to ramp up sales in the "new" market. Borland needs to quickly become competent in i) selling this style of product, and ii) cultivating the new style of channel partners they will need to make it work. Getting away from your traditional area of competence may make sense from a marketing standpoint, but it imposes new strains on the organization. I'd put this one down as a risk factor. david

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