First let’s agree that there are three groups of players – Stack guys, Suite guys and the Cloud guys.
Let’s focus on the stack guys first. The stack guys are those that are advocating the customer buy the entire system – chip to application – from a single vendor to help spare the customer from the frustration of having to build systems in piece parts. The folks who belong to this club are the old biggies – IBM, HP (got stronger with EDS acquisition) and the newbies – Oracle (with SUN buy in), DELL (with Perot acquisition), XEROX (with ACS acquisition). Also let’s look at the recent acquisition (mainly in 2009) patterns to get an idea about the stack consolidation:
- Oracle buys Sun Microsystem for $7.4 Billion
- Xerox buys Affiliated Computer Systems for $5.7 Billion
- DELL buys Perot for $3.9 Billion
This clearly indicates that the stack players are stacking up to strengthen the ‘chip to application’ strategy. The strategy is simple. Acquire a customer, penetrate deep into the stack from Micro-processor, Server, Network, Storage, Database, Middleware, Management, Applications and Services. This is akin to ‘sinking the dagger’ so that the customer is nailed and cost of replacement is nearly astronomical.

IT Stack
It’s a long drawn battle in this space and again we could see consolidation in line with market dynamics. One more recession or cost squeeze we can see one big fish eat the other to become even more stronger.
Now, let’s take a look at the Suite guys. The suite party is led by Microsoft (quasi suite) followed by SAP. The Suite guys predominantly focus on the software piece (OS, Database, Management, Application). Even here the only pure play suite player is SAP. This company is still playing hard to keep its application dominance without going down the stack hierarchy. After its acquistion of BusinessObjects and Sybase (few weeks ago), it is heading towards reaching 1 Billion users through application suite alone.
The third group comprises of the Cloud players. This is the likes of Google (the lone giant) followed by Salesforce, Netsuite and others. This group has come hard to takeaway the customer by addressing the expense side of the P&L. While both the stack and suite guys are addressing the ‘return on asset‘ on the balance sheet, the cloud guys have a curve ball that is going to change the dynamics of how investments are going to be made.
Here is my 2 cents on how things are going to pan out in the next 5 years:
a) It is going to be extremely difficult for pure play suite players to last the mile. With continued on-slaught from the stack players (IBM, HP, Oracle) and the new cloud players (Google) the suite players will have to seek scale, size and strategy that can hold them from the onslaught. I see only Microsoft as the quasi-Suite player that can stand hold up in the race.
b) The battle will be fought at the crossroads of how the Stack and Cloud can converge to bring greater innovation to the customer. Probably Google buying stack assets (say DELL/Perot) with a grandiose plan to move the customer base to the cloud over next 5-6 years.
c) We are at the ‘cruicible’ of innovation and the cost of innovation will have to be borne by the consumers (the customer). I am seeing a lot of customers who have taken position with stacks (IBM, HP) and dabbling with both suite and cloud players. Soon the economics be clear as to how the transition will take place to a balanced ‘cloud based stack‘ or ‘stack based cloud‘ which will bring greater benefit to the customers.
Who said IT is boring??