
One solution to this, obviously, is to merge with one of the big compute players, which Juniper hopes to do with HPE. That cedes the point of strategic influence to those vendors, but what other option does the network vendor community have? Here’s a basic truth to consider: You can’t have strategic influence if your products have no real differentiators, if you’re a commodity. The only answer is to focus on the fact that almost two-thirds of enterprises believe the network model will change. What will drive that? What specific technology and product changes will result? Answer those questions, and answer them in a way that makes business sense to buyers, and you have a shot at strategic engagement. Answer them insightfully and you have strategic influence.
This is why jumping on AI is a bad idea for network vendors, particularly the bigger ones. Whether AI is a good thing or not, it’s someone else’s thing, a topic you can’t lead and drive. What do you say to a buyer question like “Why do I need to AI-enable my network?” Do you say “Everyone know that” or “Because IBM/Microsoft/OpenAI say so?” Weak, but is there any strong option out there?
Maybe. The proven marketing approach, which might only nod to the truth, is to “superset” a claim someone else has made. Sure, you say, AI might increase traffic, but you need to plan your networks for the Big Picture, of which AI is only a currently popular piece. I used to call this sort of thing a “marketing fable,” not unlike the old folk tale of the old woman who lived in a shoe. The lesson justifies the use of a colorful but obviously figurative example.
Or, if you like, there are some actual truths. IoT is one. Even leaving aside the devices that are part of smart homes and not enterprises, the volume of messages created here is already enormous; if I use enterprise data I get, grouped by verticals and then extrapolated on a weighted basis to the global market, then enterprise IoT generates more messages in a week than the whole of current IT processes in a year. If we harnessed this information to run a business more effectively, it would boost network traffic considerably, and analyzing and integrating it would also be a great mission for AI.
But you can’t just say “IoT!” these days and expect people to fall at your feet; been there, done that. Can it still be made exciting? I think so, but I admit that being fettered by reality makes things a lot more complicated, and we do have real IoT out there to limit our flights of fancy.
The point is that networking has lost its way to marketing and needs to find it again. Spec sheets are not marketing, they’re sales. Press releases aren’t marketing, they’re just ways of conveying a marketing message. Have network vendors forgotten the real marketing, the generation of interest and excitement? That would be understandable if all your buyers are doing is trying to get more for less. But giving up marketing surrenders control of strategy because only marketing can communicate strategy. Sales executes on it; marketing makes believers to sell to. If you want to push something new, you need believers to have prospects and sales.