数据来源与研究方法：
- 对行业内相关的专家、厂商、渠道商、业务（销售）人员及客户进行访谈，获取最新的一手市场资料；
- 艾凯咨询集团对长期监测采集的数据资料；
- 行业协会、国家统计局、海关总署、国家发改委、工商总局等政府部门和官方机构的数据与资料；
- 行业公开信息；
- 行业企业及上、下游企业的季报、年报和其它公开信息；
- 各类中英文期刊数据库、图书馆、科研院所、高等院校的文献资料；
- 行业资深专家公开发表的观点；
- 对行业的重要数据指标进行连续性对比，反映行业发展趋势；
- 通过专家咨询、小组讨论、桌面研究等方法对核心数据和观点进行反复论证。
报告简介：
摘要
In early July 2008, software configuration/change management (SCM) then application lifecycle management (ALM) specialist Serena released one of its latest pre-built ‘business’ mashups, which, despite the name, focuses on the IT-centric problem of application release management. In the summer of 2008, Serena plans to release its entire Serena Business Mashup suite. This provides Ovum with an opportunity to take a step back and look at the way Serena is currently trying to reinvent itself, not just as a ‘business mashup’, but also as a software-as-a-service (SaaS) and project and portfolio management (PPM) provider, among other things. Overall, we doubt that Serena has and does what it takes to become one of the top SaaS tool and/or business mashup providers.
目录及图表
- Key messages
- Serena is still struggling to establish its ALM credentials
- Serena is right to pull itself together
- Its problem is no longer poor execution but poor strategy
- The company is going in too many directions
- From SCM to ALM: a difficult transition
- Serena first reinvented itself via acquisitions
- Serena has done well on many fronts
- But difficulties have slowed the company down
- Serena reinvents itself again and pulls itself together
- Using the SCM cash cow, as usual, but without acquisitions
- New delivery model: SaaS
- A new attitude
- Seeking expansion in a variety of markets
- From ALM to mashups: an awkward transition
- Serena has big mashup ambitions
- Need to connect new mashup and old ALM ambitions
改组历程
