volume 2, number 4 industry edition - wordpress.com · 2016-02-20 · portia isaacson wright, ph.d....

Portia Isaacson Wright, Ph.D.

May 10, 1989

Volume 2, Number 4

Industry Edition

The newsletter for executives withvision who plan and build the futureof computer, telecommunications,electronics and office products tech-nology and applications using thebest infornration they can buy.

ISSN 1041-4096

A FEW WORDS More Advertising Action26

FEATURE PROFILE BIS Marketing Information Group :

BIS Mackintosh, BIS CAP, BIS Shrapnel and .An Expanding NYNEX Information TechnologyBusiness Information Empire

PERIODICAL VIEWS Computer Industry Update - IMR, Inc. - 10 years this month

VIEWS & REVIEWS 10

1 1

r2r3

U.S. and Worlduside Multiplercr Marleets - MIRC

MicroLeads Dealer Directory - Chromatic Communications

Adscop 501 - Adscope, Inc.

Ircide OS/2 - Computer Technology Research Corp.

HOT SPOT t4 Multimedia - I{hat? Why? Who? When?Interview with Bill Coggshall, Desktop Presentations Inc.

THE AUTOMATEDCONSULTANT

A Neut Regular Feature Columnr7

THANKS! 20 151 Participating Business Information Publishing Companres

A GIFT OF VISION 25 Fourth Shift Colporation

Future Think. Inc. Future Think Order Form27

Back Cover Now Shipping Diskette Version of Companizsand Experts (Analysts/Consul tants) Databases

O 1989 by Future Think, Inc. P.O. Box 49248, Colorado Springs, CO 80919, 7191598-9000

28

Good news for folks in q fewfulure lhinking componies ..you've purchased ro -urylthat our publications are now practically a steal:

The newsletter dedicated to executives with a vision who plan and build the frrture using the bestinformation they can buy. Future Thinlczr is the only publication that reviews published market research

and profiles market information publishing companies in the computer, telecommunications, electronics andoffice products industries. $65 includes l-year subscription (l copy each of our twelve 32-60 page issues plus

binder). Normally $395 (2 copies and Future Think Comfunies).

To you, onty $ZS - puh17s Think Companie.r 1st Edition -It's our 196-page directory of market research and information services firms in the computer,

teleconrmunications, electronics and office products industries. Normally $195 ($35 each additional copy).

TO yOU, Only $gS - Future ThinkerBack rssues - with binder. Normally $195.

1. Companies who qrralifr as of April 15, l9B9: Apple, AN{D, American Airlines, Arthur Andersen,AT&T, BellSouth, Eastman Kodak, I{P, IBM, Intel, Microsoft, NCR, Novell, Prodigy, TI and Xerox.It's our way of saying thanks to companies that have ordercd nrorc than $3,000 of our products in the pastsix months.

To you, only $OS - Pulyvs Thinker -

$_

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FEATURE PROFILE BIS Mqrketing Informolion Group'l= BIS Mockinlosh, BIS CAP, BIS Shropnel & . . .

I must telllou, f'ue had troublepiecing this article togethn. It'sbeen m1 problem - thefolks at BISMackintosh and BIS CAPIntnnational couldn't haoe beenmore helpful. I'mjust notfastenough and Snffies' cheued on thenotesfrom ryt delighful intnaiew oJMichael Gordon, Chief Executiae ofthe BIS Marketing In"formationGroup and Managing Director oJBIS Mackintosh

BIS Marketing Information Groupis one puzzle that does not stand still- as I made drafts of this articleN YNEX' s information tec hnologtinformation empire has expanded,become more integrated and betterpositioned itself for the future beforeml t)erl eys

BIS Marketing Information Grouplikely occupies the #5 slot ininformatio n te c hno Io g1t bus ine s sinformatio n publis hing aft a(alphab etically) D at apro,Dataquest, Gartner .Group andInternational Data." According toMike Gordon, BIS .L[arketingInformation Group's 19BB reoenueswne fi24.9 million with BISMackintosh at $7.2M, BIS CAPat $13.7M, and BIS Shrapnel at$4M. Reaenues uill likely top $30million in 1989, neeping up onbeing #4*

A Global InformationJigsaw Puzzle

The BIS Family Puzzle

NYNEX

x8-$12.78\

NYNEX lnformation

The BIS

Solutions Group

Group\e88-t140M

BIS l,rlarketinelnb'rmation r$run

BIS Mackintoshr988-$7.2M

BIS CAP lnternational

NYNEX, the New York-based, world-bound Bell OperatingCompany, with $12.7 billion in 19BB revenue, is no small chips.

In Febnrary 1987 NYNEX Information Solutions Groupacquircd The BIS Group Limited, a worldwide software andprofessional services firm headquartered in London. The BISGroup's 19BB revenues were $140 million.

In 1980 The BIS Group's Marketing Information Grouphad acquired Mackintosh Limited, the then lZ-year old London-based electronics and computer industry market research con-sultancy with offices in the UK, USA, France, Germany andJapan. Three years earlier, BIS had acquired Shrapnel, Aus-tralia's largest economic forecasting and business consultancy.

In March 19BB The BIS Group's Marketing InformationGroup acquired CAP International, the Norwell, Massachusetts-based computer industry market research firm founded in 1969.With revenues in 1987 of $5 million, CAP International hadbecn named to the Inc. 500list of the fastest growing privatelyheld companies in America in 1986 and 1987. In 1986 CAPInternational had acquired Datek Information Services (Datek),an electronic imaging market research firm. In 1988 CAP Inter-national acquired The Institute for Graphic Communication(IGC) which offers computer industry seminars, conferences andexpositions.

3 O 1989 by Future Think, Inc.


Founded in 1968 MackintoshLimited was Europe's first marketresearch consultanclt in thecompuler, telecom, and electronicsindustries

BIS Mackintosh also mnlvs agressiae useof multiclimt studics to cxplorc lcading cdgcm^arkctsfor ils clicnts and lo cxpcimtntwilh arcas that il mqt turn into continuousinformation scraicc s. Currntly aaailablcmulticlicnt studies inclu.dt : PowerIntegrated Circuits, Silicon Compilers,Adoanced Opto- Electronics, Acthte-Matrix Diplays, D$ital CoruumerElectronics, The fnteractioe Home,Discs and Tapes, Color-Printers,ISDN, Automotitse Electronis,Dig;tal Signal Proces s ing, SiliconM icromechanics, Electronic Mongt,and Expert Systems

Charlie sals there are lwo secrets toBIS CAP's success. First, it is aniche playn - that is, CAP picksaer! naffow markets (e .g., computerpublis hing and non- impact printn s)and dominates them when they arereaQt tinlt before anyone else

-pays

attention. From each niche CAPexpands into adjacent markets(horizontal expansion). Second,BIS CAP expanded aerticaQtthrough acquisitions. Through thisartical expansion BIS CAP'sconsulting (sky's the limit) andcontinuous information seraices(fi 1 5, 000/year to fi 20, 000/1tear),haae been complemented b1t lownpriced products in the same segmentsthat are marketed through the mail,including reports ($1,000 tofi2, 000), newslettas andconfnences

In 1988 BIS CAP introducedexpansion along a third axis -products for large end users ofinformalion technologt in adiition tothe aendors it hnd traditionallysnaed

Introductions, Please

First meet BIS Mackintosh . . .Historically BIS Mackintosh has served the vendor communitywith continuous information services ($1 7,600-$30,600),mrrlticlient studies ($ 1 5,300-$27,200) and consulting. TodayBIS Mackintosh is expanding its offerings for large end-users ofinformation technology.

Continuous Information Service First Year

Coruum.er Electronics - Harduare ..... 1974App l i ea tbn Spc i f u lCs . . . . . . . . . . . . . . . . . . . . . . l 9B4Electronic Masaging ........... l9B5Mobi le Communicat io tu - Europe . . . . . . . . . . . . . . . . 1985Gallium Arsenide g H;gh Sped Circuits ......... 1986Op t i ca l S to rage . . . . . . . . . . . . . . . . 1986Cotuumer Eelct ronics - Sof tware E Media. . . . . . . . . . . . . . . . . . . . . . 1987Mobi le Communicat io tu - North Amer ica . . . . . . . . . . . . . . . . . . . . . . . 1988Artificial Intelligence {l Expert Systems . . .... 1989Smart Card Markzts . . . . . . . . . . . . . . 1989fnteracthte Home Systenu . . . . . . . . . . . . . 1989Bwiness Communicatbrc . . . . . . . . . . . . 1989

Now make the acguaintance of BIS CAP International . . .Charles A. Pesko is BIS CAP International's founder and

bootstrapped, doubling in revenue nearly every year.

BIS CAP's Two-Pronged ExpansionThe Early Days - All Servlces Are Not Shown

Continuous Information Service First Year

An important arcafor BIS CAP is hard-copy supplies (toners, inks, ibbons andpapcr) which just reflccts that thc m.arlvtfor supplics ($30 billion worldwifu) isnow bigcr than cquipmmt. A targctcdgrow.th arcafor BIS CAP is cnd-userscfaucs

I couldn't resist. I asked Charlie,'Since the acquisition what keeps

lou at CAP?^ His immediateresponse, 'This is ry ItIe .* Hisaisionfor BIS CAP is b;g (bie!)

Charlie sa)s that thne isn't anysuch thing as a U.S. market.InJormation technologt is a worldmarket and the BIS MarketingInformation Group is eaoloing tomatch it. Charlie has a way withwords: "Ooer the next couple oflears lou will see us become onecompanl. Productsfrom BIS CAPand BIS Mackintosh will becomeexactu the same. We will olfnIocal expntisefor each region, butwe will offu intnnationalproducts. "

In te l l igent Copier /Pr inter . . . . . . . . . . . . . . . . . 1982C o l o r H a r d C W . . . . . . . . . . . . . . . . . . . . . ' 1 9 8 3

Color Image Proca,sbtg. . . . . . . . . . . . . . . . . . . ' 1989Scanner Application Markzts.. ...... ' ... 19B9EumpeanElectronicPr inter . . . . . ' . . . . . 1989

BIS CAP International offers Datek brand Productsinclrrding Printout, the well-known printer industry newsletter,and 30-4-0 reports per year on electronic printing, publishin-g,computer systems, and office automation. BIS CAP also offers30-40IGC brand conferences, seminars and expositions eachyear including co-sponsoring the bi-anntal Electronic Imagingf nternatbnal Exposition and Co{erence.

About BIS CAP's people, Charlie says, 'We look for thosemagical people who can do it aII. They're great communicators,grcit writers, they're great managers and theyle great_analysts. "eharlie admits such gieatness is hard to frnd. Each BIS CAPgum nrns a business, so every month he or she must wrestle withP&L on top of tracking fast-track markets.

BIS Marketing fnformation Group Emerges

The BIS Group is bringing this interesting collection ofcompanies more closely together, starting with the names. As ofaborit a month ago, CAP,Mackintosh and Shrapnel all use BISas the first part ol their n:unes creating a colrlmon identity acrossall the companies. The BIS CAP International subsidiaries(Datek andIGC) now use the BIS CAP International name, andthe former company narnes have become brand names.

BIS CAP is now managing the former BIS Mackintosh salesorganization in the U.S. With 300 employees worldwide, B0 ofthdm in Europe, Charlie thinks that BIS Marketing InformationGroup has the largest Ertropean organization of any computerindustrv market research firm."

Besides BIS Shrapnel and Informatek, Inc. (BIS MarketInformation Group's agent inJapan), BIS MarketingInformation Group expects to expand further in the Asia Pacificregion. Mike Gordon believes that there will (finally) !. umarket for local market research inJapan and other Asiancountries in addition to selling vendors based in those regionsmarket research from other parts of the world.

O 1989 by Future Think, Inc.

6 @ tggg by Future Think, Inc.

Nice to meet)ou. Now what uastour name again?

For Additional fnformation Contact:

BIS Marketing Information GroupMackintosh l{ouseNapier RoadLuton LUl lRG, England

+4-582-40567B Fax: 4+-582-+5+828

BIS Mackintosh LTDMackintosh HouseNapier RoadLuton LU1 lRG, England

44-582-405678 Fax: 4+-582-454828

BIS CAP InternationalOne longwater CircleNorwell, MA 02061

6171982-9500 Fax: 617 /87B-6650

BlS-Shrapnel Pty. LTDLevel 11Chatswood Plaza SouthNSW 2067, Australia

6l-2-+12-3266 Fax: 61-2-413-1 150

Say folks, before I can put you in the Big Five you just gotta get a shortername. And I don't think BIS MIG will do. FIow about just BIS or BISWORLD (What do you think, Pat?) or BIS ALL (heh! heh!) or BIS INFOor BIS MARK (yuck!). . . . . OK, I'll srop before I lose it completely.My Shar-Pei - I let Snuffles munch on nearly anything he wanrs - and itwas a juicy interview.I_ suppose you've noticed that I avoid giving my opinion of how the topfour are ranked. Some day I will. You can exp€ct it either just beforc Iclose up shop, just after I sell out or after we have a tnrth in revenuemmoring law in the industry.Which of the big four do you think BIS Marketing Information Groupmight displace? Perhaps an industry lottery is in order.I haven't counted but if someone would pick up the tab and write FutureThkkzr while I'm gone for a few months, I'd be hrppy to do a Europeanmarket researcher headcount.

l .

2 .

3 .

4 .

5 .

PERIODICAT Compuler Industry UpdotevtEw lMR, Inc.

In 1979 Ken was in planning andmarket research at HP whtre, as anaQjunct to myriad olher duties, heprepared and circulated monthlycompuln industry news summaries.When Ken changed positions atHP, the person replacing him didnot continue the summaries. Theywere missed - which was all theproof Ken needed that there was amarket. After obtaining permissionfrom Pau[ EU, VP of HP'scomputer group, and HP's legalstaff, he started IMR, Inc. (d/b/aIndustrlt Market Reports) as amoonlight oenture. His firstsubsnibns came from rented listssuch as Datamatian's. Twoltears latn the tail was wagging thedog, and Ken chose to leaae HPforthe entrepreneurial IiJe

The first Computer IndustryUpdate in May 1979 was 24pages andfeatured hot newssummaries such as Honeywel|sLeael64, Data Gennal's Eclipse5/250, and Four Phase's IV/60.Today Computer IndustryUpdate is about 70 pages pnmonth. May's lead summaries wereAmdahl and IBM Multiprocessors,Sun's 16 MIPS SparcStation, andMatsushita's 3'/r" Erasable OpticalDisk

50% of Computer IndustryUpdate's readtrs are aendors,407o are large end-usns and 10%are consulting and market researchfirms

Ten Years Old this May

In May 1979, Ken Blackford published the first issue ofComputer Industry Update. Then, as today, Computer IndustryUpdate summarizes news and trends from leading industry newspublications for busy executives who just don't have time toprowl through these thick tabloids andmagazines every week.Computer Industry Update's news capsules are presentedalphabetically by subject - and by company within each subject- in an easy-to-find-what-you-want format. Even on the go, abusy executive can be sure that he or she knows the latest newsaborrt competitors and trends. Computer Industgt Updatemiraculously succeeds in mailing a month's news summaries 4-6days after the close of the month.

Computer lndustry Update - Ten Years of GrowthIndus t ry Marke t Ropor ts - 415/941-6679

Todry newr rummraior sre baa€d onC om put€t Sya tcma N eva, Co n pu E rwr ld,D.t.matlon, Elcctronic Nen, lnlotmttionWcck, UIS Wc.k .nd Solrware U.gttinc

MayI rgzg

F u l u r s T h l n h F T 2 4 r M F l

, May| 1941 |

May , May1983 | t985

, Mayt r c a 7 l

M a y1989 |

Computer Industry Update Adds Value

Freqrrently a news summary In Computer Industry Update ismore balanced, albeit more succinct, than any one of the storieson which the summary was based. News items on the same topicthat are reported on by several publications are covered in onesummary with all references. So Computer Industry Update'ssummary has the benefit of all perspectives and is writtenspecifically for planning, marketing and general management.


O 1989 by Future Think, Inc.

Typewritrs, scissors, the floor,jigsaw pieces of papn, tape, threeretypings - the ear$t methodologlt.EoentualQ typewritns were replacedb1t tnminals to a timesharing wordprocessing sltstnn connected to aphototypesettr. Latn PCs replacedthe tarninals still connected totimes haring to the phototypesettr.Today eoerything is done in-housewith lasn printns. Ken's lookingat text databases, but now Ufingand editing are done in Spellbinderon two HP 125 CP/14 slsttms,withfinal printout on an HP Vectrauith lasn printer.Ifit ain't broke. . .

The main subjects in ComputerIndustry Update are:mainfr am e s, mi ni c omput r s,terminal s I w or ks t at io ns,pnip hnals, small businesscomputnq and gennal. I,ltilhinthese subjects news about spectficcomputn companies are inalphabetical ordn e.g., Digital,IBM, elc. Othcr than the ordn inwhich the news capsules arepresented, thne is no index

From Cut & Tape to Dictate and . . .

Computerlndustry Update Methodology

Prrt-l lmav l lh

prrl lncr Inconputrr

much valu6 added lhroughintell igeni summerization from multiple source3

And Review -

To appreciate them you must sample those little news capsules.lFrom the April issue under MAINFRAMES and the subhead"Cray Research of Minneapolis, MN" one entry is -

" Unoeiled 18 new models of the Y-MP supncomputn with one toeight processors that can be configured with up to 128 million wordsof mtntory. Slstmts can be upgrttded by adding CPU modules.The systcms connect to one or two Crag Input Output Systcms, eachwith up to 32 million words of bulfer mtmnr! and accommodatingup to 250,000M8 of disk storage. The sltstans use three hundredtwenty-two 2500 gat;e alrals to implnnent a complete CPU on asingle 21 'xl I' multilayn module. The uniprocessor onsion ispriced at $5 million. Multiprocessor systcms range up to $23.7million. CW Mar. 20, fg 4; EN Mar. 20, lg 16; INFW Mar.27, fg 32; MISW MaL 20, pg. 12.',

Under GENERAL, the subhead LOCAL ABEA NETWORKSand then "Novell of Provo, [JT' one entry is -

.Joined the X.400 Applications hogram Intrface Committee,bringing the numbn of oendors supporting the group promotingglobal electronic messaging to 16. MISW Mar. 27, pg. 18.

Under GENERAL and the subhead SOFTWARE and the sub-subhead 'Trends' one entry is -

nMagn 8 Acquisition Actioity Soars to $8 Billion in 1988' inthe Information Snaices and Software lrdustrlt. This represents a707o innease in oalue on a 217o increase in the numbn oftransactions, according to the Mngers I Acquisitions reportrehased by Broad,oiew Associates, MISWMaT. 13, pg. 40.

Eaen when I read the tabloids andmaguines thne is so much matnialthat I'm always afraid I will misssomething important. ComputerIndustry Update soloes thisproblnnfor me. f check the subjectsand, companies with which I ammost conccrned, and I know I amcunent to within 2-3 weeks aoffage

For: Planning, marketing andgeneral management incomPuter vendors andlarge end-users

Authors: IMR staff

Exalted features - Much easier and faster to digest than stacksof tabloids and magazines. Has complete references to allcoverage in all tracked publication for a given news story !o yollcan golo the exact page of each publication for more depth onthe slories of interest. If you need background on a comPany orsubject, it's much easier to frnd using past issues of ComputerIndustry Update than by searching stacks of old publications.Not an abstract which meets the objectives of libraries bytreating all information as equally important, the information inCompiter Industry Update's news capsules is selected and honedto bC just right for executive who will read it. Computer IndustryUpdate's pleasing layout and design facilitate quick access tospecific information.

Limits or not so exalted features - There is no separatesoftware category. One must look under every computercomp:rny for which the softwane company produces software. Anindex would help. At the present rate of increase in importanceof software relative to the platforms on which it runs, perhapsKen will one day have only major software or standardscategories with software vendors alphabetically within these andcomputer vendors classified under the software they "play.'Some of us believe the market may one day - if it does not

Price: $295/yr.11. $340/yr. outside North America.

Could be something big - littleoend,or-specific news briefs so thesalespeople can keep on selling

The busin we get, the more we needtimeQ neu)s summaries. I'mgetting busier, how aboutyou?Looks like a bright future forComputer Ind,ustry Update -Checkyu again in 10, or sooner

Monttrly periodical70/rno. Exhibits: none

already - operate this way We're watching, Ken.

1. Ken worrld have written this article in 17 words or less.

Hefty Sibling! - Microcomputer Industry Update

Computer Industrlt Update was joined in 1983 by MicrocomputerIndustry Update which offers 90 pages per month of summariesfor the PC industry based on news stories in Byte, ComputerS2stems Neuts, I4foWorld, PC W.EEK, Computer Reseller Neuts,Computeruarld, PC Magazirc, and PC World.

Keep Those Salespeople Selling -

theirs and . . . . What better way than through special cuts onComputer In&stry Update's news summaries designed just for aspecific vendor and rapidly distributed to the field sales people.Ken is set up to do just that, and discussions are beginning . . .

For Additional Information Contact:

IMR, Inc., dlbla Industry Market ReportsP.O. Box 681Los Altos, CA 94023

4t5/941-6679

9 O 19S9 by Future Think, Inc.


VIEW & REVIEW Mulliplexer MorkelsMqrkel Intelligence Reseorch Compony

A Viewof the !'gfs16 -

I liked where this repor! started -What's a multipletur?l

Frequency dio i s i o n mul t i p I exn s(FDM) are old technologt anddisappearing. Time diaisionmultiplexns (TDI,I) are digital,more channels andfaster. lltith Tjseraices, TDM became the hotproduct. Within this segmentfiberoptic and, T3 (a bit iffy) looks goodIong-tnm. Statistical time-diaisionmul tip I exer s (S TD M) dynamic al 11allocate bandwidth amlng low-speedchannels and is a growing market,albeit slowly

MIRC with about 100 employeesnoul, has been growing rapidQ, Itsproducts are primariL2 internailydeoeloped reports in telecom,computns, industrial, and medical.I hear it's all in the methodolog,but I also suspect the marketing.IMatchJor a Future Thinkerprofile...

For: Telecom vendormarketing and generalmanagement

Author: Gerald Watkins

What: ReoortPages: 402 Exhibits: 105Date: 4/89 Price: $1,695

Worldwide Multiplexer MarketsM a r k e t I n t e l l i g e n c e R e s e a r c h C o m p a n y - 4 1 5 , / 9 6 1 - g O O 0

Tlmr DlYl l lon mul i lp lox.r .arc lhc lrrg.ri lnd morlrapldly growlng .cgmcnl

dur r lmort cnt l ro ly lothc Tl markol

2.506.9 T ime D iv i3 ionMul l ip lexer3

F u t ! r e T h l n k F T ? 4 M I R C I

$Mi l l ion3

1985

1,112.6

And Review - MIRC's methodology is well reflected by thisreport. In brief - one primary analyst with research reviewedweekly; telephone interviews with 30-40 vendors for views ofmarket trends, market segments, etc.; and background fromextensive secondary research. After some itcration a consistentpicture emerged then a few months later, the report. Forecastdeveloped by reconciling bottom-up and top-down models onelevel deeper in segments, channels, etc. than reported.

Prominent features - All MIRC report purchasers can getquestions answered - by the researcher, if necessary.

Limits or not so prominent features - No multiplexercustomer interviews. Many tables, but no charts or graphs.


Market Intelligence Research Company (MIRC)2525 Charleston RoadMountain View, CA 94043-9814

415/961-9000 Fax: 415/96t-50+2

l. "By concentrating a variety of terminal devices - microcomputers,printers, telephones, or virtually any electronic device that can transmitdata over any transmission facility - into a single transmission,multiplexers eliminate nlrmerorrs separate links." - fronr the report.

VIEW & REVIEW Microleods Dealer DirectoryGhromqlic Gommun icqlions

A Viewof the Future -

Michael Sh:,pp, President ofC hromatic Communications, definesa dealn as a storefront operation,doing oon $500K/year and sellingat least three major lines ofcomputers. Software stores falloutside this definition but areincluded

The Microleads DealerDirectory is updated - startingwith lastyars, dealer lists, phonebooks, and newspapers - witheaery dealn onified b1t telephone inFebruary and August of eachyear.It takes three people two monthseach time. h's not easy. Dealnsare busl and protectiae of theirinformation. Indioidual chainstores are contacted. The change instatistics of the past feu lears showsa dealn channel in continuous flux

No wondn the diskette aasion is95% of the reaenuefromMicro Leads Dealer Director2

For: vendors who sell todealers. Also trade showsand magazines

Authors: Michael ShippRobert Patrick

What: Diskette databasefuj 2/89 Price: $5951

l. Jan.-Apr. price for diskettes(delinrited ASCII) and onehardcopy directory. Other times$995. Updates less. Hardcopyonly is $295 during the first 4months, $395 later.

MicroLeads Dealer StatisticsChromsl ic Communica t ions - 415/946-1602

7t tsr

utt Gl

26/ 31t

tfl 22r

7/ Ch.ng.d .bn locrlion

t(rl Ch.ngod ghu. numb.rt

slr :!if#it oun'r' tton mtnte'r'

271 Ch.og.d brrnd.

# o f Dea l€r

, Janur ryI tg87

F l l u r € T h l n k F T 2 . C C 1

. Janur ry ,| 19AA r

J rnu t ry1989

12 Frca Pr.Yloua Y.rt

- N.w Dcrlorr

E out ol Bulincrr

I

And Review - Since 1982, MicroLeads Dealer Directory isinits 7th edition two issues per year. Lists 4,984 dealersand 7 ,214 people (owners and managers). It is in order by state,then city, then address. The directory or database is commonlyused for mailings and telemarketing.

Acclaimed features - Most purchasers b:uy MicroLeads DealerDirectory on diskette, which includes unlimited use_(diskettecopies, paper copies and/or labels) within the purchasingcompany. MieroLeads counts on repeat customers because of thehigh rate of change in the dealer channel (see chart above).

Limits or not so acclaimed features - Headquarters of storechains (".g., Microage and Computerland) are not listed.Printer brands are not listed now, but may be soon.


Chromatic CommunicationsP.O. Box 30127Walnut Creek, CA 94598

415/9+5-1602


t2 O 1989 by Future Think, Inc.

vlEw & REvtEw Adscope s}t -- Corlputer/Telecom lndustry{


The datafrom the most recentAdscope 501 shows its usual clearpicture oJ 2nn-half 19BB ad,ontisingactioitlt for the computn, andlelecom, industries' top 501adaertisers. I found the 29th rankedadoertiser, AST Research,especially intnesting with its broadrnix of product types and media.AST's month[t ad expenditures inthis pniod oariedfrom a low of$187K in Decrmbr to a high offi684K in August

Sheila Clarke, Adscope's President,says things are changing in theworld of computer adantising. Thedata doesn't show ilyet, but Sheilaforesees adantising dollars mooingto ontical market publications awaytrom gennal business and gennalcomputa publicalions. I expect it'sjust anothn indicator of a majorwatchphrase I expectfor the 1990's- 'The niches are the market.'Sheila also points out the trend tooendor-owned magruines such asNooell, 3Com, and Lotus

For: Publishers, advertisers,ad agencies, marketresearchers

What: ReportPages: 150 Exhibits: noneDate: 21L989 Price: $225

Adscope, Inc.

AST Research's Advertising Expenditures - 2nd Half 1988

Product Mix Media Mix

DOS 6nd Os/2And 22 Othor

A n d S l x O t h e r Sys temsP u b t t c a U o n s

Product

M a m o r y O e v t c o

G r e p h l c a D e v t c e r Aomputer

L A N E q u l p m o n t

Spendlng orrer gg MillionIn 2nd hall ot 1988,

AST waa the 28th ranked sd\6rlla€r.

F q l u r € T h l n k F T 2 4 A O S C z

And Review - Indcx, plus for each top computer & telecomadvertjser: company, address and-telephone, ad expenditures bybrand',totals by product catcgoryr, ad expenditures by publica-tion, ad expenditures by month, and total. Ad expenditures areshown as number of ads, ad pages, and estimated dollars basedon one-time placement rates.

Great features - Detail. Data is summary of huge databaseinto which each ad was entered from nearly 200 publications.

Limits or not so great features - You'll want even moredetail. Watch for the revicw of a new Adscope product soon.


Adscope, Inc.P.O. Box 226,105 W. Main StrcetGoldcndale, WA 98620

sjgl773-370r

1. Volunre V, Nunrl:er 2 -July - December l9BB.2. A brand is a particular product, e.g. Prenrirrnr 286.3. A product category is one of300 Adscope-assigned categories such as

nnrltiplexor, personal complrter, or LANs.

vlEw & REvrEw Inside OSl2


Answrs the question 'lfhen shouldwe mooe to OS/2 and wfui' Paulsals, 'Small businesses should waituntil they see actual applicationsthey need. For large organizations,proctastinating is not wise. Thne'sa big learning curoe, so now is thetime to start preparingyourself."According to Paul, OS/2 is going totake a lot longn than was firstpredicted because of .the learning-ant)e, msmory requiranents andsoftware aoailability. He says thatwhen (1) thne are OS/2 oersions ofWordPnfut, dBase and Lotus 1-2-3; (2) 3MB shipped standard onPCs; artd hesentation Managn isaaailabletrom man! aendors; thenOS/2 will happen. Paul expects thesoftware by 1990, OS/2 Jrom moreOEMs by 1991 and 3MB ofmnnor! standard by 1990

Good chaptn on Client/SnoaArchitecture. Seanal excellentgraphics such as the one created b1tPaul shown abooe

For: PC end-user companiesand software vendors

Author: Paul Leehart

What: ReponPaees: 185 Exhibits: 52Date: l /1989 Price: $195

Gompuler Technology Reseorch Corp.

IBM's View of the FutureComputer Techno logy Res€arch Corpora t ion - 616/664-6398

sAA wl l l soon new d ls t r lbu tcd da ta , wh lc l w l l l Qrov lde anarch l tcc lu ro rc ou l ld t lng le lmagc ayatcna The u ter /

[email protected] naad not know whatc th. data lt. os/2 ExEndadEdl t lon w l l l aa fw aa tha ah t fy 90 ln t lnb th l t anv l rchnan lcontlatant .ccr93 b saa d.t. wlll o. grovl@d vla saA'e

APt lCommoh Ptogt.nnlne lnbrlaccl

9AAPIAITOEIi9

i - -l,i:-$iirriiiei lilie:t- -ir - -riiri-6riin

iliioi;iift E;i - -i

BUSINEgS DATA DICTIONAFY AND UAREHOUSE

And Review - Chapters: summary, OS/2 concepts andterminology, OS/2 componcnts, OS/2 Presentation Manager,OS/2 migration, OS/2 applications, OS/2 database servers,OS/2 and networking, and OS/2 developmcnt environment.

Top-notch features - A pragmatic uscr-perspective onmanagement and technical issues. Before becoming V.P. ofResearch at CTR, Paul was PC Manager at a large organization- the perfect user perspective for this rcport. In preparation forthis report, Paul installed OS/2, attended several conferenceswhere he heard and talked to the movers and shakers of the OS/2world, e.g.,IBM, Microsoft and software publishers.

Limits or not so top-notch features - Focused to today'sissues rather than blue-sky predictions and few vendor-orientedforecasts.


Computer Technology Research Cotp.180 East Main StreetPatchogrre, NY 11772

516/654-5398 Fax: 516/654-0331

r3 @ 1989 by Future Think, Inc.

t4 o 1989 by Future Think, Inc.

HOT SPOT

I haae rarely enjoyed an intnoiew somuch as I did this one with BillCoggshall. Nice gu1t, genuinelyconcerned yilh othn people'sproblans.' B;ll is a businessinformation publishing pioneer. In1971, he along with Daae Normanand Ron Miiln, foundedDataquest. Bill discoaned,inaented or bonowed (furl picturenow) the notion of nanow, in-depthinformation snoices that is todayDataquest's mairutay, and in broaduse in the business informationindustryt. As Bill puts it, beingnnumerate' is hisforte. He hasseen man] markets come and go -by the numbns and most an1 otherua! lou want to look like it. TodalBill's hot button is reflected in hiscompanl name - DesktopPresentations Inc.

In the na of disctete media plalns,slide projectors projected stillimages. TVs with VCRs playdmotion images with sound. Sound- including stereo music and aoice- uas playedfrom records,cassetles, and CDs and morerecentfit stored in aoice messagingsystnns. Stneo sound and motionoideo haae been integrated. Todalmedia playrs/recordns haue beenattached t0 computsrs as pniphnalsand supported with applications,albeit mtde prototlpes of those tocome. The goal is the IntegratedMultimedia Computn Systnn of themid-1990s uhich will haae beenredesigned in the most fundamentalua)s to include the new forms ofinformation in all its input-pro c es s ing- output func tions

Multimedio -- whof? why? who? when?lnlerview wilh Bill CoggshollDesktop Presenlolions lnc.

Bill Coggshall's first insight: "What people are now callingmultimedia is an answer looking for some questions. The worlddoesn't know yet if multimedia is an application, a technology,or a market - it's being called all these things.'

According to Bill, multimedia used to mean multiple slideprojectors, which is really multi-image. Currently the view ofmultimedia is largely Apple's view which scems to be meanprimarily HyperCard, an optical disk, and some sorrnd.

Bill says that there are four areas where multimediaexamples have been shown to have some merit:

rz business-oriented presentations,rz education and training,t/ entcrtainment, andI databzse retrieval.

Multimedia - Towards l{hat It Is

A discussion of multimedia is really a discussion of the myriadways in which information - in its multiplicity of forms - canbe captured, rcpresented, presented, played, created, edited,recorded, processed, retrieved, stored, heard, seen, experiencedand so on.

D6sktop Presenta t ions - 416 l968-4105Towards Integrated Multimedia Computer Systems

Play3. proiects, creates,

and stores: still lmages,oound, and movlng lmages

ln addltlon to numbers,words, programs, obJects...

1 9 7 5 - 1 9 4 5F u l u r € T h r n k F r 2 4 O P t 2

Media Playera aaPeriphsrala lo Compuler

1985 - 1995

IntcArated MultlmcdhConrputer Syttem

1995--'+

r5 @ 1989 by Future Think, Inc.

The Multimedia Computn Systmtof the 1990s will be ony dilferenttrom the computn slstnns of nday.Eonlt layn of hardware andsoftware from the bowels (opnatingslstcms, fihng s)sttnts, etc.) outuill haae been redesigned to includeimages, sound, and eoentually,motion oideo, as fundamental datatypes, along wilh the numbns,words, programs and objects oJtoday

In the limil, the 'real' worldoutside our computer slstnns and the"u,nrealn world inside that models orreneates it, u;ll become more andmore alike rc they are expaienced byhumans interacting with their eys,ea rsand . . .

Inexpensiae (and ea entuaQtp na as io e) mul timedi a n eatio n,ediling and dis tribution capabi litltcould be the start of something reallybis . . .

Whateoa multimedia is, hae isBill's opinion of the types ofcompanies that haae substantialopportunities

And gioen thal we haae rare[tguessed the ultimate pnoasioe use ofa new technology, thne could easilybe othn types of old and newcompanies who will buildsubstantial indus tries as computersgrow up to be the MuhimediaProcessors that we are just beginningto imag ine . . .

Representation of Information in Computer Systems1 9 4 3 - . . . 1 9 8 5 - 1 9 9 0 - 1 9 9 6

Raqulraa rathlnklng conpuLt rlchllaclura!

lm.gG

tacolda _-*i:E:lr"e' Iob!y1:94

vy)

\ ,elatlonal 'lnlormation-

-/ /

ru l6t . . . * \'4lil1N--

Multimedia Opportunities2

According to Bill, the most significant opportunities inmultimedia are knocking at the door of comPuter systemmanufacturers. Why? Because more and more of thefunctionality of previously discrete components like VCRs ismoving into the guts of the computer system. _No! only willcomputer systems be players for information like their discretecomponent predecessors, they will also be a means of creating,editing and storing multimedia information.

Multimedia OPPortunitiesDesktop Presonta t ions - 415/968-4106

Vldco Softmn GanPeabc

llcw SndlProdrcorsl ike'n€otypograph€rs'In dG!ktop publlahing

Doctbp Vtdaofor vldeo ptoa€.9. Sochorn

tAcrcn€w applicatlon,that couldn't be

done betore

F u t u 1 6 T h l h k F r 2 4 O P t O

Sottraru @npc,nie+r e.c.MacroMind'

Sillcon Beach

Q,rcd sbn'.probably rawritabl€

lergo Dtrpht Dcvloocmonitor., CRT-ba.ed

vld€o proiecto.8,LCO-based

video proigctora

TV notworka,Hollywood

C ontputcr lleaufecfurrale.g. Apple, lBM, Commodo.e

-- becau6e multimedla lunctlonali lylo movlng to the coDrputet itaelt



Desktop Presentations Inc.253 Martens Avenue, Suite 10Mountain View, CA 94040

415/968-4105 Fax: 415/968-3181

Bill gave me several insights into my business (Future Think, Inc.) thatI'm sure will bc very helpfrrl to rne. As I remember it, what he said was"don't give it away' and "raise the price. "Desktop Presentation Inc.'s newsletter The Desktop Presmtatiotu R@rtincludes substantial coverage of multimedia.

l .

2 .

Mullimedio Thought

'ff humans had been meant to compllte withimages,

We would have been born with vision.

And we were. '

- PortiaFuture Thinker, Earth

Future Thought

know this much -

We can't avoid the future.'

- Commander William RikerStar Trek: The Neut Genzration

" I

t7 @ 1989 by Future Think, Inc.

TheAulomqledConsultqnl A New Feoture Column

Whateaer we call them, they haaecrmmon characteristics and commonneeds for automation in theirbusinesses. And that's the subject ofthis column uhich will be a regular

fealure of Future Thinker. Eaer1Future Thinker reader is either(1) a consultant or analyst(2) management in a consulting orbus ine s s informat io n pub li s hingcompan1 (3) one who bults businessinformation from t hes e Jirms, or(4) one who is intnfacing to thesefirms as a,consuhant relationsmdnager.' In any case, the nalureof the business informationpublishing business, the people, andtheir automation needs are of intnestto all Future Thinker readns

You oendors might aiew theseinformation businesses as anintresting atrtical market - onethal is - across all industries -quite large and, no doubt, abellwethn niche as we explode intothe information age

Large or small these businesses runon information technologlt -rnnunbn thev are informationbusinesses. Information is theirproduct, their raw matnial, theirinoentory and their largest asset.'lfihen

their information is not in adatabase or a notebook, it isfrequentQ in an nnployee.Sometimes a billable unployee.Gurus are scarce reslurces and theirelfectiae use is a key reasonforbuying technologt

Consul tantMeans. . .

I{ere consultant meuurs consultant or analyst, person or

business information publishers in the computer, telecom,electronics and office products industries are analyzed by FutureThinker, their automation needs are not unique over those inother industries - although given that all are exPert on somesegment of information technology, we might-expect them to beeaily adopters of the technology that they analyze and consultabout.

Experts Need Information Technology, Too

The Automated ConsultantFuture Th ink - 719/698-9000

lnformation buSinegae6 areunique, yet Eimilat, to othertypes ol businesaea in their

au tomat ion poss ib i l i l i es .

F u f u r e T h i n k f I 2 1 r A C 2

. s f r 6 6 d l ' -

f:i':il | %lZZZt[ n.'.nu.5finrne ,Databec'ord.' Enrry ll%--fh;-ffiI I Mod.l Incom.

Form L.rfcr3 produci :, llQAutomated'All _ . statcmcnl

::l:',- |lV),gy9jg9Zl IBdTc' 3n"' ^no nb. o '

18 @ 19S9 by Future Think, Inc.

If you think these exptrts always usethe latest stufJ, forget it. Thel'relike anybody else uhen it comes tothe technologt actually U;gd in theirbusinesses. They can't afford tothrow out the old eaerl timesomething neu comes along. Iknow more than one of thesecompanies that is still using CP/Mor hasn'l quite decided to buy afax.If it ain't broke . . .

As many of you know, FutureThink is not my first businessinformation pub lis hing enterpris e.I learnedmyfirst hard lessons aboutthe use of technolog inc o nsulting/pub I is hi ng busine s s e sduring my tenure at FutureComputing which I founded in1980. Future Computing started asa consulting business, but did haoea newsletter called FutureComputing Illustrated thatpublished eight full-page landscapecharts each month. Thesubscription included the right tomake one ooerhead for presentationswith an extra cost color slidesubsoiption auailable

Had, thne eatr been a day to considerthe ridiculousness of the situationanclif our bank had understood theoalue of information as a asset ary!iJ minicomputer companies hadtaken PCs as trade-ins, we wouldprobabQ haae instailed a mini

Fo llo wing McGraw - Hill' sacquisition of Future Computing inmid-l984, I left ryt automationdreams for Future Computing intheir capable hands in late 1985

Goals & Plans for This column

The Automated Coruultant collumn will present pragmaticapproaches to applications and business systems in consultingand business information publishing companies.

This column is based on my experiences and those of otherconsultants with whom I speak daily. We talk mailing lists,prospect databases, desktop publishing, presentation graphics,wgrd processing, forecast models, facsimile machines, copiers,PCs, networks, minis, laptop computers, and a seeminglygndless list of ways in which the use of technology is helping orhindering their businesses. We all have the same problems -although there is some variation with the size of the firm.

This column covers real world case studies and examplesenriched with opinions of experts, and occasional vendor views.Future Think sometimes tests ideas, applications, products andservices; but we leave comparing products and services to others.The Automated Consultant's focus is on applications. Specificproducts are mentioned only when used by me or other sourcesinterviewed for the applications being featured.

My Early Lessons - Future Computing, fnc.

Future Computing's first office equipment was an IBM Selectrictypewriter and a Xerox copier, both purchased on personalgharge accounts. Later we added a no-brand CP/M system withWordStar, but we couldn't afford an NEC Spinwriter. TheSelectric's Orator typeball was a must for overheads for clientpresentations. Future Computing lllustrated's charts were drawnand typeset by an artist consultant who also handled the creationof color slidcs. Consulting projects and our first report , IBM'sBillion Dollay Baby, were typed on rhe Selectric. After that report wecould afford several IBM PCs and NEC Spinwriters.

Future Computing grew with the PC industry. We addedreports, more newsletters, annual services, conferences,databases, directories, surveys, forecast models, aggressive directmail and telemarketing. We used PFS, EasyWritei, and Lotus1-2-3 on the IBM PC, Compaq and others while doing graphicson Apple Macintoshs.

Our coded-by-interest prospect database grew to over30,000 names that were updated daily with sales contacts andcorrections submitted on paper to the database operators. Everymorning the database was loaded via intermediaie floppy disksonto PCs in the sales area. That heart-of-the-business databasewas split alphabetically across three 1OMB IBM XTs. Frequentbackups were locked in our safe deposit box.

From lessons to dreamsWe dreamed of networks complete with multiuser applications totie together our more than 100 PCs. Part Apple MaCintosh andpaft IBM-compatible, we also dreamed of having only onecomputer per person that would have Mac's graphics/publishingcapability and the IBM-compatible world's variety, competition,innovation, add-ons, and the safety of multiple CPU vendorsand channels.

19 @ 1989 by Future Think, Inc.

Now thatyou know my automatedpast, 1ou can understand whyFuture Think's automation is as itis. Day One I made two bigdecisions - (1) ue uere going tohaoe a LAN (no more sneaktr-netcompanies for me), and (2) we uereusing only industrlt standardcomputns (my cheapness sometimesgets the better of me)

Today the heart of our systun ismultiusn Paradox on which uehaae prospect databases, ordas andsubscribns, dalabases lhat ue sellon diskeltes and as directories, andmyriad other little applications. Myfaaorite little application we callPLAN. It is our central communi-cation, task assignment and projectmanagnnent tool built as a standardParadoxfile. Each PLAN record isthe description of a task that needs tobe done uith its priority; the datedue; the pnson responsible; instruc-tions; and Jields for leaaingmessages, questions and answersabout the task and its progress. Alittle company with lots of outsideinterfaces, publications in progress,etc. has a zillion things going on atoncr. PLAN has tamed the zoo -eoerlone knows who's responsiblefor what, who's doing what and thestatus of eaerything - because theIatest scoop is always in PLAN onthenetwork. . . Well, nearQ. . .

My dream is to win a lifetimesuppu of new LasaJet cartridges.We'oe found that the refilled onesarejust not reliable enough to giuethe qualiQ that we demandfor ourpublications and our frequent formIettns to our three thousand closestfriends

Changed to MAGICoTp SlideSroice, but haaen't picked a newgraphics program -lst

Now Future Think, Inc. - A Typical Little Publisher

For Future Think, I (with Dexter Wright's expert help) chosethe highest speed components we could afford - ALRs for thenetwoik server and my workstation (nice to have a backupserver) and Racore LAN cards (could add lots of workstationswith little degradation). Our workstations are IBM ATs from aformer business. Total cost - about $50,000 - a seriousinvestment for a tiny company. Add another $10,000 for thecopier (unwise purchase) and the fax (terrifrc).

The Automated Consultant - Case Study - Future Think, Inc.

C o m g a a S L T / 2 8 6L 6 p t o I

-\ffi RW@ \.r*tfl,,Jii*I 8 M A T H P L a s e r J 6 t l l

Sof tware/ Nove l l/ Mult,user Paradox/ Mlcrosolt Word/ Harvard Graphicr/ Micro8olt Windows/ Mlcrosott Excel/ PageMaker/ vS Sottware Fontg/ Carbon Copy

Services/ MAGlCorp Sl ide Services

F u l u r o T h l n k F T 2 4 I A C I

Al!o--. Canon FAX-23o. C lnon NP3726 Cop ler. Ccntron U.S. West

Dhons so tY lce

Our HP LaserJet IIs (looked into compatibles, but . . .) areour work horses (they eat cartridges, not carrots). They're allover the place and we could use more as they are usually ourbottleneck. Running three (we only have three with extramemory) we printer-sat late into the night recently to print 200charts for a seminar.

We chose Microsoft Word because we could accomplishFuture Thtnker's design without using a page-by-Page, molasses-speed, page make-up program. Word has good (if not terrific)side-by-side text and superb style sheets so that we can produceconsistently-styled anicles with every draft laid out like the frnalcopy. We leave exactly the right space (with grride lines forpasting) and glue in the graphics just before mnning to theprinting press.

We're not attached to our other software packages. CarbonCopy is quirky. We need better drawing capability thanHarvard Graphics has - and I'm still miffed because theyrecommend Autographix Slide Service (Quirky with capital 'Q'

and my candidate for the 'Please hold' award).

H.ppy Automation! We've OnlyJust Begun . . .

l. Or perhaps the odd duck who relishes my poetry, delights in my footnotes,or pins up nly drawings (autographed originals, of course).


Thqnks!

For more about these Jirms secCompanins, our directorlt ofbusiness information publis hers

Significant articles about each firmare refnenced in the leJt column.New firms since last issue arestaned (* )

See .FTVol . 1 :1, Vol . l :4 & th is issue

See ̂FTVol. 2:3

See ̂FTVol. 2:3

See FZVol . 1 :5

See FTVol. l:4 & this issue

See this issue

See this issue

'15'l PorlicipotingBusiness lnformolion Publishing Gomponies

Our Thanks

Of the 170 information technology industry business informationpublishing companies that we have contacted, 151 have agreedto participate in Future Thinker reviews. They are:

I Able CommunicationsMilpitas, CA

rz AdscopeGoldehdale. WA

z ADM.Inc.Cheshire , CT

rz Advanced Mamrfacturing ResearchCambridge, MA

t AIM Consulting & Publications, Inc.Natick. MA

rz Alexander & AssociatesNew York, NY

* Amidon/Litman AssociatesNorth Caldwell, NJ

/ Anza Research. Inc.Cupenino, CA

z Architectrrre Technology CorporationMinneapolis, MN

I Arlen CommunicationsBethesda, MD

rz Artificial Intelligence Research LabsElkton. WV

rz Associated Research ServicesDallas, TX

z R. R._Bowker (Abstracting & Indexing Division)New York. NY 2121645-9700

r/ BIS CAP InternationalNorwell, MA 6171982-9500

r BIS MackintoshLrrton, IJ.K. 4415821+05678

z BIS MackintoshSanta Clara, CA 408/982-8290

rz Business Communications Co. Inc.Norwalk, CT 2031853-4266

rz Business Research GroupNewton, MA 617lB64-620+

/ Bttsiness Technology ResearchWellesley Hil ls,IvlA 6t7t2g7-3ttl

/ BusinessWeek Newsletter for fnformation Executives. TheNew York, NY 800/+45-9786

/ Broadview AssociatesFt ke, NJ

* BYtE*,.ek PublicationsPeterborough, NH

z C Systems. Ltd.Ridgefield, CT

t CADICAM Publishing, Inc.San Diego, CA

z California Technology Stock LetterSan Francisco. CA

+08/9+5-1484

508/773-370r

203/271-1300

617 /62r-r700

508/653-1622

212t382-3929

20U890-0+43

408/996-2022

612t935-2035

30r/656-79+0

9t4/268-5925

2t+t644-1733

20l/46r-7929

800/258-5485

800t289-2797

619/488-0533

415t982-0t25

2 l @ tg8g by Future Think, Inc.

See ,FTVol. 2:3

See FTVol . 1 :5

See FTVol . l :4

See .PTthis issue

See FTlVol . l :4

See .FTVol. 2:2

See.PTVol. 2:2 & this issue

See FTVol . l :5

See.FTVol . 2 :2

See FTVol . 1 :1

See FZthis issue

See FTVol . 1 :4

See FTVol . 1 : l

See FT Vol. 1:2

See FTVol . 1 :3

See .FTVol . l :1 ,

See FTVol . 1 :5

rZ CAMbridEC RCPOTI ON SUPERCONDUCTIVITY, ThCCambrid"ge, MA 617l+94-6506

r/ CASE Consulting GroupPortland. OR 503/226-0+20

r/ CASE Research CorporationBellevue, WA

'/ CCMI/McGraw-HillRamsey, NJ

z Chromatic Communications Enterprises, Inc'Walnrrt Creek. CA

- 4151945-1602

t/ CIlldI CorporationHaddonfie-ld, NJ

/ Communications Trends, Inc.Larchmont. NY

/ Computer Industry AlmanacIncliire Village NV

/ Computer IntelligenceLaJolla, CA

y' Comptrter Publicity NewsletterSan Francisco. CA

,/ Computer Technology Research CorporationPatchogrre, NY 516/654-5398

/ Camarro ResearchFairfield, CT

z CorpTechWelleslev Hills. MA

rz Creative Stratesies Research IntemationalSanta Clara. Ca,

/ D.H. Brown Associates, Inc.Tarrytown, NY

r/ DARATECH, Inc.Canrbridge, MA

/ Data Analysis GroupGeorgetown, CA

/ DataproDelran, NJ

/ DataquestSanJose, CA

/ DataTrcnds Publications, Inc.Fairfax, VA

z Desktop Presentations, fnc.Mounfain View. CA

/ Digital Consulting, Inc.Aridover. MA

,/ DISK/TREND,Inc.Mountain View. CA

,/ DDRIFalls Church, VA

t/ EDl. spread the word!Dallas. TX

t/ EDI StrategiesMarietta. GA

rz EDventurc Holdings, Inc./Release 1.0New York. NY

z Electronic Trend PrrblicationsSaratoga, CA

/ ElectroniCastSan Mateo, CA

* Elsevier Science Publishers Ltd.Oxford, U.K.

/ Ergosyst Associates, Inc./The Report StoreLiwri:nce. KS

2031255-4100

206/453-9900

20U825-3311

609/354- 1088

914/833-0600

702/831-2288

6t9t+50-1667

415/648-5958

508/393-2600

20U376-8181

617 t237-200r

408/245-4750

9r4/63r-7859

617 t354-2339

916/333-4001

609/764-0100

408/437-8000

703/64r-0444

415/968-4105

508/470-3880

4r5/961-6209

703/237-0682

2r+t243-3456

404t973-4683

2121758-3434

408t996-7416

415t572-1800

++t865-5t2242

9r3t842-7334

Vol . 1 :4 & Vo l . 2 .3

oc, O 1989 by Future Think, Inc.

See FTVol . 1 :4

See ,FTVol . 1 :2

See FZVol . 1 :2

See .FZVol . l :5

See ̂FTVol . 1 :2, Vol

See FTVol . 2 :2

1 : 3 & V o l . 1 : 5

,/ FIND/SVPNew York, NY

'/ FINDEXGaithersburg, MD

ru First Market ResearchBoston. MA

rz Focus Research SystenrsWest Hartfod, CT

rz Forrester ResearchCambridge, MA

* Foundation TechnologiesCambridge, MA

rz Freeman Associates. Inc.Santa Barbara, CA

/ Frost & SullivanNew York, NY

rz Futg re C_o-m putin g/Data proDallas. TX

-

/ Ftrture Technology SurveysMadison. GA

z G2 ResearchMountain View, CA

r Gale Research, Inc.Detroit, MI

rz Gartner GroupStanrford. CT

t/ }ITE Research, Inc.Santa Cnrz, CA

z High Prodrrctivity Software, fnc.Marblehead. MA

r/ IMS America. Ltd.Plymoth Meeting, PA

z IMR. Inc .Los Altos, CA

/ InfoneticsSanta Clara, CA

z Information Gatekeepers, Inc.Boston, NfA

/ Infornration Intelligence ScicncesAurora. CO

rz Information Network. TheSan Francisco, CA

* Information Publishing CorporationFlouston, TX

,/ INPUTMountain View, CA

rz Insieht OnsiteSanlose , CA

z In-StatScottsdale, AZ

rz Institute for the FutureMenlo Park, CA

/ lnteco CorporationLondon. U.K.

rz Inteco CorporationNorwalk. CT

rz Irr te grated C ilcu it En ginee ri n g C orporationScottsdale, AZ 602/998-9780

z Intelligence NewsletterNew York. NY

rz International Data CorporationFramingham, MA

/ International Planning Information, fnc.Redwood City, CA

/ International Resource Development, Inc.New Canaan. CT

2t2/645-+500

301/590-2368

617 t+82-9080

203/56r-1047

617 t497-7090

617 /720-2760

805/963-3853

212t233-r080

214t437-2400

40+/342-9638

415/964-2400

313/961-2242

203/964-0096

408t+26-2+30

617 /639-1958

215/834-5000

415t9+t-6679

408t746-2500

6l 7/738-80B8

303/693-8291

415/922-6479

7 13/97 4-6637

415/961-3300

408/252-2260

602/860-8515

4t5t85+-6322

44- 1 83 1-9006

203/866-4400

2r2t222-rr23

508/872-8200

+t5t364-90+0

203/966-2525

See FT this issue

See ̂FZ Vol. 1:5

See FTVo l . 1 :5 & Vo l . 2 :3

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/ International Technology GroupLos Altos, CA 415/9+l'2433

/ Intertec Puh_lishing Corporation c/o Comprtter Graphic_s ReviewSudburv. MA 5081+43"4671

* ;..o.n. Svigals, IncorporatedRedwood City, CA 415/365-5920

z Jupiter Communications Company\iw York. NY

,/ KEPrrblishinsNew York. lS{

/ Le.dsewav Group. TheIrxingtoh, MA

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,/ LINK Resources CorporationNew York, NY

rz Magnetic Press, fnc.Ne* York. NY

z Market Intelligence Research Co.Mountain View. CA

z MediaMaprM/Cambridge Conrmunications, .Iltp.. - - -^ ^Arlington, MA

- 6171643'5700

/ Meta Grorrp, TheWestport, CT

rz MicroDesign Resorrrces, Inc.Palo Al to.CA

rz Micro Software MarketingCongers, NY

rz Monosson Technology EnterprisesBoston, MA

/ Morgan-Rand Research, Inc.Phil;delphia, PA

z National Center for Computer Crime DataLos Angeles, CA 213l$7+-8233

z National Software Testing LaboratoriesPhiladelphia, PA

- 215/878-9300

rz Neal Nelson & AssociatesChicago, IL

/ NewsFaces. Inc.Los Gatos. CA

rz Newton-Evans Research CompanyEllicott City, MD

r Palo Alto Management GroupMountain View] Cn

/ Northern Business Information lDataproNew York, NY

t/ PLB AssociatesSaratoga, CA

z Parks AssociatesDallas. TX

" "fl'J,t:f. Svj'>old's office computins Group

nn42-s200t / P.C. Letter

Redwood City, CAru Peripheral Strategies

San'ta Barbara. CAz Pinpoint Information Corporation

Ch2rntilly, VArz Prinre Data

SanJose, CAr Probe Research

Cedar Knolls, NJ/ Prosnostics

Pal6 Alto. CA

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212t645-2066

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212/627-1500

212/2r9-283r

415/961-9000

203/226-META

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617 /267-2900

2r5t557-8200

312t332-3242

408/356- 1920

30U+65-7316

4l5t96B-4374

2r2t732-0775

408t74t-0894

214l392-9855

415/592-9r92

805/569-5610

703t263-0407

408/559-6969

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/ Relayer Grottp, TheScotisdale. AZ

z ResearchAsiaHong Kong

@ 19S9 by Future Think, Inc.

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ru Research Consortium. Inc.Minneapolis, MN

z Rothchild ConsultantsSan Francisco, CA

rz Schwartz Associates, TheMountain View. CA

r/ S.E.A. I .Madison, GA

rz Sentry Market ResearchWestborough, MA

rz SoftoletterCambridge, MA

rz StoreBoardDallas, TX

* Strateds€Sunnyvale, CA

rz Strategic FocusMilpiias, CA

rz Summit StrateeiesBoston. MA "

* Technology and Market Assessment,NorthportlNY

rz Technical InsiehtsFort Lee, NJ "

z Technology Frrtures, Inc.Austin. TX

rz TechnoloFy News of AnrericaNew Yor[. NY

rz Technology Research GroupBoston. MA

rz Technology Transfer InstitrrteSanta Mo"nica. CA

* Teleservice AssociatesHoboken, NJ

,/ TFSWestford, MA

r Theta CorporationMiddlefiefd. CT

z Vidnrar Communications. fnc.Potomac, MD

rz Venture EconomicsNeedham, MA

,/ VLSI ResearchSanJose, CA

z WEFA Group. TheBala Cynwyd, PA

z Winters Group, TheRochester. NY

z Wotrl AssociatesBala Cynwyd, PA

f _Workgrotrp_Technolo gies, Inc.Hampion, NH

rz Workstation LabsDallas, TX

z Yankee Group, TheBoston. MA

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/ Zech Tech IntemationalSan Mateo. CA

612/835-9559

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415/965-4561

404/342-9638

508/366-2031

617 t868-0157

214t23r-596+

408t7+6-2962

408/942-1500

617 /266-9050Inc.

5r6t754-5700

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617 t482-4200

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301/340-2100

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A Gift of Vision{ -- Fourth Shift Corporolion

Fourth Shift Corporation -- The VisionEnablers

Rel iC'b. lC ' ' , , ; ; ; ; ; t , '1 ,1st'dndald;:l,:,,, , ,, ,low,,Eost, t::'::t:::::in!e0iAle'd;.1,, ,seSr:to;uSC,r.r.r.r.iiiiii a s i' t o ; l. edi- i ;::' ;,:'naiufaClUriig''softiaiC,,,.

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Fourth Shitt becomes theLargest Independent

ManufacturingSoftware Gompany

Improvements olLAN'd PCs clearlyoutetripping

Fourth Shift --ful ly integrated

standard-compl iantmanufactur ing sof tware bui l t

f rom scratch for microcomputergby respected pioneers

in manufaclur ing.Extraord inary user in ter face

and indiv idual ized t ra i

Fourth Shift Corporation is a manufacturing software andservices company. Mel Stuckey, CEO, took a long and winding road to betting

Fourth Shift's future on that microcomputers are the platform of choice formanufacturing software. Its APICS standard software offgrings include all

manufacturing modules (e.g., bill-of-materials) with financial modules fullyintegrated.

Makes sense to me and apparently to others since Fourth Shift'sinstalled base includes large installations at Kodak, Lipton and ControlData.

Mel says Fourth Shift Corporation is #1 today inmicrocomputer marufacturing software. The question? When will it be #1 in

manufacturing software across allplatforms large and small. Soon, I bet. FourthShift fights the view that the cost performance of LAN'd PCs is still beaten by

terminals hung from midrange systems. Mel claims to have a truck-load of datashowing otherw-ise. Okay, Mel, I believe you; how about sharing?

1. This section of Future Thinker contains inrportant ideas about the future fronr the industry's lea<ling companies.Sonretinres the clrax'inss m brcd conrpletelv on nraterial fronr the conrDanv wh6* vision is portraved. More frequently the drawings and conrnrents

are nry vien' of the i'onrpany's visionl Th6 conrpmy nrav not .r.. "s'.*'*'ith

it. Occsiorially I t'ilI slip in an idea about the futuri not rclated to apart icularconrpany. Th6*dra* ' ingpandconrnr intsaieFutureTt ' inker 'ssnral l g i f t tonrarket inforniat ionpubl ishes. Industryanalystsnrayuse

tf,enr in any way thiy like u'irh no cr6clit or referene to Future fiinker required. -They

nray us as is, nralily, change, extrmt, tr6h.or.whatever.We will supply iriginal art for u* i. publications.' No charge. It's a snrall gift' Portia


A FEW WORDS More Adverlising Action

I only wish they could design theirads a littlefaslsT - 7s6'7s hungry

Besides FfP, two other computer companies and one softwarefirm have committed to advertise their monttrly message forconsultants and analysts in Future Thinker Analltsts' Edition. Atonly $1,000 per page per month for a page that over 1,000influential analysts and consultants will see and save, advertisingin Future Thinlccr Analysts' Edition is a bargain.

. . . And More Ad Action

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For business information publishers, ad costs are: full page$500; l/4 page $250; classifieds $2/word. For others, rates aretwice as much.

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Fulure Think lnduslry AnolystsMessoge, . . ond Influenliql Consullonts

Diskette Dqtobqse Avoilqble

You can adoertise in FutureThinker Analltsts' Editian forless thanlou can mail to thedatabase - and ue can prooe thatleading influential ana$tsts andconsultants read Future Thinkereoal month

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165 of the computer, lelecommuni-cations, electronics and officeproducts indus tries' Ieading busines sinformation publishas e. g., GartnerGroup, IDC, Forrestn and somethal are atry imporlant but I bet youhaoen't heard of than - and we'reoddirs more and updating eaerymonth

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