Database vendors accused of poor marketing

Database vendors are blinding users with science and failing to get clear messages across about changes in technology, according to a report from research firm Ovum.

The transition of the relational model to an object relational model and the shift from databases to middleware IT architecture have been a "marketing failure," according to Ovum's European Software Markets Service. The report also states that the appearance of new database models such as object DBMSs, Hybrid DBMSs and Universal DBMSs has created market confusion.

"There is a clear need for vendors to explain these new features in terms of user-friendly marketing categories, not the technology-based categories used at present, which are only of interest to database technologists," said report editor Laurent Lachal. He added that "a clear marketing message is needed" for any database company "to gain a competitive advantage."