Coveoed Up with End of Week Marketing
December 22, 2014
I am the target of inbound marketing bombardments. I used to look forward to Autonomy’s conceptual inducements. In fact, in my opinion, the all-time champ in enterprise search marketing is Autonomy. HP now owns the company, and the marketing has fizzled in my opinion. I am in some far off place, and I sifted through emails, various alerts, and information dumped in my Overflight system.
I must howl, “Uncle.” I have been covered up or Coveo-ed up.
Coveo is the Canadian enterprise search company that began life as a hard drive search program and then morphed into a Microsoft-centric solution. With some timely venture funding, the company has amped up its marketing. The investor have flown to Australia to lecture about search. Australia as you may know is the breeding ground for the TeraText system which is a darned important enterprise application. Out of the Australia research petri dish emerged Funnelback. There was YourAmigo, and some innovations that keep the lights on in the Google offices in the land down under.
Coveo sent me email asking if my Google search appliance was delivering. Well, the GSA does exactly what it was designed to do in the early 2000s. I am not sure I want it to do anything anymore. Here’s part of the Coveo message to me:
Hi,
Is your Search Appliance failing you? Is it giving you irrelevant search results, or unable to search all of your systems? It’s time you considered upgrading to the only enterprise search platform that:
- Securely indexes all of your on-premise and cloud-based source systems
- Provides easy-to-tune relevance and actionable analytics
- Delivers unified search to any application and device your teams use
If I read this correctly, I don’t need a GSA, an Index Engines, a Maxxcat, or an EPI Thunderstone. I can just pop Coveo into my shop and search my heart out.
How do I know?
Easy. The mid tier consulting firm Gartner has identified Coveo as “the most visionary leader” in enterprise search. I am not sure about the methods of non-blue chip consulting firms. I assume they are objective and on a par with the work of McKinsey, Bain, Booz, Allen, and Boston Consulting Group. I have heard that some mid tier firms take a slightly different approach to their analyses. I know first hand that one mid tier firm recycled my research and sold my work on Amazon without my permission. I don’t recall that happening when I worked at Booz, Allen, though. We paid third parties, entered into signed agreements, and were upfront about who knew what. Times change, of course.
Another message this weekend told me that Coveo had identified five major trends that—wait for it—“increase employee and customer proficiency in 2015.” I don’t mean to be more stupid than the others residing in my hollow in rural Kentucky, but what the heck is “customer proficiency”? What body of evidence supports these fascinating “trends.”
The trends are remarkable for me. I just completed CyberOSINT: Next Generation Information Access. The monograph will be available in early 2015 to active law enforcement, security, and intelligence professionals. If you qualify and want to get a copy, send an email to benkent2020 at yahoo dot com. I was curious to see if the outlook my research team assembled from our 12 months of research into the future of information access matched to Coveo’s trends.
The short answer is, “Not even close.”
Coveo focuses on “the ecosystem of record.” CyberOSINT focuses on automated collection and analytics. An “ecosystem of record” sounds like records management. In 2015 organizations need intelligence automatically discovered in third party, proprietary, and open source content, both historical and real time.
Coveo identifies “upskilling the end users.” In our work, the focus is on delivering to either a human or another system outputs that permit informed action. In many organizations, end users are being replaced by increasingly intelligent systems. That trend seems significant in the software delivered by the NGIA vendors whose technology we analyzed. (NGIA is shorthand for next generation information access.)
Coveo is concerned about a “competent customer.” That’s okay, but isn’t that about cost reduction. The idea is to get rid of expensive call center humans and replace them with NGIA systems. Our research suggests that automated systems are the future, or did I just point that out in the “upskilling” comment.
Coveo is mobile first. No disagreement there. The only hitch in the git along is that when one embraces mobile, there are some significant interface issues and predictive operations become more important. Therefore, in the NGIA arena, predictive outputs are where the trend runway lights are leading.
Coveo is confident that cloud indexes and their security will be solved. That is reassuring. However, the cloud as well as on premises’ solutions, including hybrid solutions, have to adopt predictive technology that automatically deals with certain threats, malware, violations, and internal staff propensities. The trend, therefore, is for OSINT centric systems that hook into operational and intel related functions as well as performing external scans from perimeter security devices.
What I find fascinating is that in the absence of effective marketing from vendors of traditional keyword search, providers of old school information access are embracing some concepts and themes that are orthogonal to a very significant trend in information access.
Coveo is obviously trying hard, experimenting with mid tier consulting firm endorsements, hitting the rubber chicken circuit, and cranking out truly stunning metaphors like the “customer proficiency” assertion.
The challenge for traditional keyword search firms is that NGIA systems have relegated traditional information access approaches to utility and commodity status. If one wants search, Elasticsearch works pretty well. NGIA systems deliver a different class of information access. NGIA vendors’ solutions are not perfect, but they are a welcome advance over the now four decades old approach to finding important items of information without the Model T approach of scanning a results list, opening and browsing possibly relevant documents, and then hunting for the item of information needed to answer an important question.
The trend, therefore, is NGIA. An it is an important shift to solutions whose cost can be measured. I wish Mike Lynch was driving the Autonomy marketing team again. I miss the “Black Hole of Information”, the “Portal in a Box,” and the Digital Reasoning Engine approach. Regardless of what one thinks about Autonomy, the company was a prescient marketer. If the Lynch infused Autonomy were around today, the moniker “NGIA” would be one that might capture of Autonomy’s marketing love.
Stephen E Arnold, December 23, 2014
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