To: techreports who wrote (45005 ) 7/31/2001 9:34:47 AM From: Judith Williams Read Replies (1) | Respond to of 54805 Tech--some question if this [BEAS] is really a gorilla game or a royalty game This confusion stems, I think, from the same source as the confusion over market share. Revenue figures include apples and oranges across companies, and there are several games being played in the app server market. There are the applications games within various market niches and then there is the platform game. Alex, on the Fool, pointed to a useful distinction here from Moore. The applications games are naturally oriented to vertical markets. This is where BEAS, I think, has knocked down a series of important bowling pins. Vertical markets, from Moore: "Readily [adapt] to the beachhead focus needed to cross the chasm. Later on in the life cycle, however, as solutions generalize, mass marketing rewards more of a one-size-fits-all offer." Early in the cycle--and I would guess a good spell into it--the vertical markets that BEAS targets in its apps are so large and the companies so focused on differentiation that "one-size-fits-all" or out-of-the box solutions do not meet the individual needs of specific enterprises. This is a reason, I suspect, that Oracle's approach has been found wanting--quite apart from the lock-in to its data base. Then there is the "naturally horizontal" game of platforms. "When markets go mass, platforms have the advantage. Because they can participate openly in many value chains at the same time, they can be taken up in multiple segments simultaneously." As you know, Moore sees these "horizontal" platform markets as huge wins--they are also the hardest to get across the chasm. The bets are huge and it takes a lot to convince the pragmatist to make a move. It's useful when talking about BEAS--and trying to distinguish where it is in the TALC--to keep in mind the various games in which it is playing. What holds for one game does not for another. Apps may and probably will turn out to be a royalty game. But the whole point about platforms is the standardization--which to my mind makes it inherently a gorilla game. Once at critical mass, the platform becomes the standard with huge network effects as its value chain grows. The apps games are further along, but the platform game will be the big payoff. And it's the first quarter there, but BEAS seems at this point to have the advantage. --Judith