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‡ First mover·s advantage ‡ Security Vulnerability
scanning
‡ Blue ocean strategy
‡ Email performance
‡ Thought leaders monitoring
‡ On-demand services ‡ Monitoring and managing
‡ Real time and synthetic performance of emerging
monitoring in single technologies like Internet
Telephony, WIFI etc.
interface (Traffic
Perspective) ‡ Providing end-to-end
solutions (data centers and
in-house monitoring to last
mile rather than discrete
solutions)

 

‡Competitors offering products
‡ Public listed company like:
subjected to ‡Gomez·s enterprise integration,
Business Pulse (Dashboard)
shareholders interest linked to KPI·s
and market sentiments ‡Gomez·s acquisition by
‡ Lesser extensive Compuware with greater Capex
financial reserves backing
‡Compuware·s Vantage 11
‡ 10 target customers offering data privacy testing
account for 34% of and in-house monitoring
revenue ‡Alertsite offering Security
Vulnerability and Email
monitoring
?
§

§§
ë $ % &  &
R Established players like Keynote Systems, Gomez and AlertSite, secondary players
like Diana Consulting and Elk Monitor as well as licensed software providers like
HP,IBM, BMC etc
R Contracts are based on trust, reliability and client list as well as service record due to
the inherent problems of SaaS like vendor lock-in, security, loss of control over data
and governance issues
R However, with the technology base being SaaS, CapeEx requirements are close to nil,
hence barriers to entry in terms of technology and investment are low. However,
network effect, R&D and customer loyalty barriers are high.
Keynote: As of December 31, 2008, Keynote¶s total worldwide customer base was
approximately 2,800 companies. Keynote currently provides its services to 46 percent of
the comScore Media Metrix¶s top 50 Web sites and approximately 45 percent of the
Fortune 100 companies. Average customer retention rate of 95%
ë $ % "'" !"
R Free software available online for load testing
R Google analytics, yahoo analytics providing click stream analysis, analytics
intelligence and visitor statistics
R However, no company has perfect substitutes because each offering has it¶s unique
advantages eg. Gomez provides business dashboard and enterprise integration while
Keynote has a research panel of over 145,000 panelists and Traffic Perspective,
Alersite offers vulnerability testing.
ë (( & % " )($
R Competitors like Gomez provide similar services with features like business
Pulse FX dashboards and security vulnerability testing and e-mail performance
monitoring (AlertSite).
R Acquisition of Gomez by Compuware, thereby providing true end-to-end
solutions
R Low switching costs and no fixed costs due to SaaS model
R Not much differential advantage
R 10 target customers contribute to 34% of revenue (RFM) (Recency, Frequency
and monetary value)
R ISPs and web hosting providers like IBM and EDS who sell or bundle Keynote
products as value added services, content distribution providers, such as Akamai,
which use its services as a pre-sales tool may shift preferences to competitors
offered a better deal eg. better commissions, lower cost
ë (( & % " &
R Partnered networks used for research
R N/W operators that allow installation of probes
R ISP that allow active agent workstations to be installed on-site
R Low bargaining power because it is an additional source of income for both
panelists and operators and allows operators to record service data and enhance
customer satisfaction with service
ë  * )($
R Please refer to word document
 *  *  
ë Keynote, Gomez and Alertsite Websites and Sub sites
ë Keynote Systems Annual Report 2009
ë Forrester Reports:
R http://www.gomez.com/download/an_Forrester_TechHorizon.pdf
R http://www.keynote.com/docs/Forrester_2009.pdf
ë http://www.alertsite.com/download/datasheets/AlertSite_On-
Demand_Web_Load_Test_Brochure.pdf
ë http://www.keynote.com/docs/whitepapers/why_real_browers_matte
r.pdf
ë http://www.netforecast.com/Articles/BCR%20C36%20Real-vs-
Synthetic%20Measurement.pdf
ë http://www.crunchbase.com/company/gomez-inc
ë Customer Service Response by Keynote¶s Business Development
Executive Mr. Mark Majeski