Catch phrases, buzz words and you

Catch phrases, buzz words and you

Summary: Suppliers have long looked for ways to create a competitive edge. Creating a memorable catch phrase or new buzz word can help them shape and guide industry interest. "Dark Data" and "Storage Hypervisor" are the newest examples.


Several different suppliers have been pushing catch phrases or buzz words that they hope will focus the market's attention on them and their products. Phrases such as "dark data" and "storage hypervisor" come to mind immediately. The suppliers behind these marketing devices hope that they will catch on and become the way the technology in their segment of the market is described. Then they'll be in a position to say "we were first and we have a lead on everyone else."

Recently Lucid Imagination floated a new catch phrase, "dark data," to highlight that organizations often have huge stockpiles of data that sits out in application systems that hasn't been examined for its business value, when used in other ways. This, they hope, will attract people to the company's discovery and analytics software based on Apache Lucene and Apache Solr technology. Lucid Imagination just launched a new product, LucidWorks Big Data, and hopes it will become an important tool to shine a light on this unused "Dark Data." In this case, I think that a catch phrase might have been needed and what Lucid is doing might actually be useful.

Virsto Software has been flogging a phrase, "storage hypervisor" that it hopes will distinguished its storage virtualization technology from that being offered by competitors. It is clear that Virsto is attempting to ride on the industry interest in virtual machine software to increase awareness, create interest and move potential customers to action in purchasing its storage virtualization technology. Unfortunately, this attempt at a cross-over is really a way to confuse the market. Virsto's technology really doesn't meet the minimum requirements to be a hypervisor. Do you find these catch phrases and buzz words useful or to you see them as transparent efforts to lure you to reach into your pocket and buy something you may not want or need?

Topics: Storage, Hardware, Virtualization


Daniel Kusnetzky, a reformed software engineer and product manager, founded Kusnetzky Group LLC in 2006. He's literally written the book on virtualization and often comments on cloud computing, mobility and systems software. In his spare time, he's also the managing partner of Lux Sonus LLC, an investment firm.

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  • You can't beat a good bit of XML*

    but dark data doesn't sound very sexy, especially to those of us who are used to a little hot pluggable, loose coupling.

    But the important question is, is it a game changing, disruptive, whole new paradigm? We haven't had one yet this week and it's Friday already!

    *XML - eXcitable Marketing Language
  • Maybe Lucid should use...

    ...dark fiber to shine a light on that "dark data." Sheesh.
  • mmm

    slow news day on ZDnet
    Scarface Claw