Providing perspective for today’s technology leaders

Rob Enderle

The Enderle Group provides an unparalleled look inside breaking technology events to identify the core reasons that buyers and builders of technology should care.

Rob’s IT Business Edge Blog

  • Why BMC's Win in Markman Hearing Suggests ServiceNow Customers May Be Exposed Sep 23 In a patent case, the Markman hearing is one of the most important, and BMC just won one against ServiceNow. What this showcases is a pattern of behavior in ServiceNow that appears to put customers at risk and includes a mismatch of litigation skills against the exposure. However, the important takeaway is that ServiceNow has reached a size and scope where an adequate patent defense becomes a critical part of assuring ServiceNow's customers aren't adversely impacted by patent litigation, and ServiceNow doesn't appear to be focused on building that defense. This increasing exposure should be taken into account when using this vendor. Let me walk you through it.
  • The Long Term Strategic Problem of a Lock-In Strategy Sep 22 The Wall Street Journal ran an interesting story about how Apple creates a "happy trap" with its products so that once people buy-in to the Apple eco-system, they can't move out without an acceptable amount of pain. This is called a lock-in strategy. IBM's dominance in the computing space up till almost the end of the 1980s was a showcase of how incredibly profitable and successful this can be. Personally, I'm not a fan of the lock-in strategy. Firms like Oracle pursue this strategy aggressively in the very real hope of gaining a similar result, and they likely will. Tactically, it is brilliant, but IBM's near failure in the late 1980s was also the result of this same strategy, which showcases that it can also be deadly to the companies that use it. Let's talk about the dangers of lock-in.
  • BMC vs. HP: Scoring the Potential Success of a Tech Turnaround Sep 17 One of the sharp contrasts we can draw this week is between BMC and HP. In a weird way, BMC looks a lot like it may be what HP's board wanted: a software pure-play. But BMC has around 7,000 employees, and HP has around 300,000. This week, HP announced it would be cutting an additional 30,000 employees on top of the 55,000 already cut, approaching one-third of the workforce. This comes after management split the company in two, which should have resulted in the need to up the staff for common services that aren't common anymore.

More IT Business Edge blog posts »

Rob’s Articles

  • Two Risky Strategies Could Threaten Apple's Long-Term Survival TechNewsWorld | Sep 28 One of the ironies of my technical career is that when I first went to work for a tech company, I specifically wanted to work for a firm that was breaking the mold -- not representative of it. So, in my initial interview, I was concerned that IBM was going to buy the firm because it was the mold at that time. I was promised it wasn't, and that there was a contract that said it couldn't. Then, six months later, it did. IBM nearly failed six years after that, largely due to two strategies Apple now has embraced: vertical integration and lock-in. As a result, I'm very sensitive to these strategies -- especially, to their negative potential. Given that the huge breach Apple experienced last week could be connected to one of them, I figure it's time to speak up.
  • The art of a successful tech company turnaround Techspective | Sep 25 Turnarounds are a bit of a passion for columnist and consultant Rob Enderle. More often than not they are done badly. Enderle talked with a client about how it pulled off a turnaround.
  • HelloMD and how tech is addressing the medical marijuana problem in California Techspective | Sep 24 As the states approve recreational use of cannabis one by one it remains a really sad state of affairs for those that need it for legitimate medical reasons. In California it generally looks easier today for folks to buy this stuff illegally than for those that have a legitimate health reason and that is just wrong in so many ways. One of the interesting companies that is flipping this ugly situation on its head is HelloMD a service that was originally designed to hook people up with medical specialists and has since shifted to making it far easier for patents to safely purchase cannabis for their legitimate medical reasons.
  • Apple/Qualcomm and the Problem with Smartwatches TMCnet | Sep 23 There are two companies that appear to have the most power in the new Smartwatch space: Apple and Qualcomm. Apple because they have the watch that most people know about and want, and Qualcomm because they are the firm that supplies the technology most often used in every smartwatch made by everyone else (and arguably some are better than the Apple watch). But this product class is hardly the "power" that the Smartphone, or even the declining tablet, is. So what is keeping folks from buying a Smartwatch?

More articles »

Rob Enderle on…

The technology industry

"For the most part, the tech sector is in solid shape. High tech is not recession-proof and tech stocks can be vulnerable to market swings. But overall, the fundamentals of tech are good, and the sector looks pretty safe."

Apple gains despite big stock market decline San Jose Mercury News

Intel's investment in the OpenStack arena

"This is a huge part of Intel's future revenue. They have to be on this cloud wave, otherwise much of the enterprise server market is likely to bypass them." ... "It is emerging firms like Mirantis that seem poised to take much of the momentum. Intel wants to make sure they do it with Intel parts."

Twitter Goes Long With Historic Tweet Access Computerworld

Twitter's search API that provides every historical public tweet about a subject of interest

[The API] "could be pretty valuable, as long as Twitter remains a good benchmark for broad sentiment. This could be a quick and relatively inexpensive way to monitor for changes in perception."

Twitter Goes Long With Historic Tweet Access SF Gate

Google now being the largest subsidiary of a new umbrella company, Alphabet

[The restructuring may help keep talented employees at Google when they want bigger titles.] "If you want to retain people and not have them go off and do startups, this structure addresses that."

Google gives itself a brand-new name: Alphabet SF Gate

Verizon and its new no-contract offerings

"T-Mobile has been carving an impressive swath in both AT&T and Verizon of late, and this is apparently their response. ... It is clear that if the big guys don't change that T-Mobile may be the new big guy and Verizon and AT&T will be crying about what they once had."

Here's Why Verizon Dropped Contracts for Customers eWeek

Advising Services

The Enderle Group delivers customized advisory services to businesses based on their unique needs. Those services include:

  • Business operations review, assessment and guidance
  • Market and competitive evaluation and recommendations
  • Customer and vendor insight and market strategy
  • Marketing and product introduction counseling
  • New hardware and software testing and review


Rob Enderle

An Internet search of media quotes validates Rob Enderle as one of the most influential technology pundits in the world. Leveraging world-class IT industry analysis skills honed at DataQuest, Giga Information Group, and Forrester Research, Rob seized upon the power of the information channel as a conduit to reach business strategists and deliver valuable, experienced-based insight on how to leverage industry advances for maximum business advantage.

As President and Principal Analyst of the Enderle Group, he provides regional and global companies with guidance in how to create credible dialogue with the market, target customer needs, create new business opportunities, anticipate technology changes, select vendors and products, and practice zero dollar marketing. For over 20 years Rob has worked for and with companies like Microsoft, HP, IBM, Dell, Toshiba, Gateway, Sony, USAA, Texas Instruments, AMD, Intel, Credit Suisse First Boston, ROLM, and Siemens.

Mary Enderle

Mary EnderleAs Enderle Group’s Branding and Web Design Consultant, Mary brings a depth of knowledge regarding brand-driven design, creation of brand management tools, creative direction and agency management. Mary was the worldwide corporate brand identity manager at Intel® Corporation, one of the top ten brands in the world. Under Mary’s leadership, her team was responsible for ensuring that all communications were consistent and reflected Intel’s values, to make sure that Intel would continue to rank among the top ten recognized brands worldwide. Mary also spent nine years managing the look and feel for, consulting across many divisions on both creative and site usability.

After leaving Intel, Mary consulted with top tier companies on branding and web design including Dolby Laboratories, Gateway Computers, Advanced Micro Devices, Intel and Kodak Gallery.

Mary was the Brand Director and Affiliate Manager for CafeGive® for 1½ years, a startup that is focused on building a thriving community of nonprofit organizations and their advocates consumers and merchants dedicated to grassroots fundraising through ecommerce. CafeGive has evolved their focus to help nonprofits create social media campaigns for their causes. CafeGive Social is the easy to use platform that helps organizations and teams of all sizes create successful cause marketing campaigns. To find out more go to


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Brand & Web Design Consultation

Mary Enderle
Brand Identity/Web Design Consultant
63081 Casey Place
Bend, OR 97703-9008
(408) 272 8554 Office
(408) 839 6296 Cell